FinFlx is a licensed asset manager in Abu Dhabi. They offer pension management & employee benefits to SMEs in the UAE. The following will cover my redesign of the marketing website as well as the onboarding experience across 3 main products. (Pension Management, Employee Benefits App, and Corporate Savings account) Links, Screenshots, and extra information about my time at FinFlx are available at the end.

Head of Product & Marketing.

My roles were mainly acting as Head of Design, Head of Product, and Head of Marketing. FinFlx had a team of 12 people (CEO, CTO, CFO, Myself, 2 Designers, 4 Developers, Accounting, and QA.) and was licensed as an Asset Manager in Abu Dhabi.

When I joined FinFlx, they had early customers with a large regulated and fragmented product. My goal was to simplify the onboarding experience for SMEs, from the first interaction to the last.

At the time the landing page and product were trying to sell to 3 different user personas at the same time, leading to sub-optimal conversion rates.

The first step was to redesign the marketing website and align the outbound communication with the narrative on the website.

That included a rebuild of the whole design process that was set in place as well as the product development process. We have seen a significant improvement in the quality of design as well as a significant decrease in the working hours. Designs were delivered much faster, with higher quality, and less friction between departments.

My goal designing this website was to personalize the experience for each user persona. The three main personas we were targeting were: - HR person responsible for pension management at SMEs - HR person responsible for employee benefits at SMEs (Sometimes they are the same person) - CFO of an SME in the UAE We had three complimentary products with three different decisions makers. Our traffic coming into the website was based on organic traffic when I first arrived. The plan was to set up paid ad campaigns along with webinars and quality content creation on LinkedIn. This would allow us to drive traffic to specific pages personalizing the experience for every persona from first contact to onboarding completion. In this format, every user from start to finish can see relevant information to their problem. Old Website can be seen here: https://web.archive.org/web/20230527230915/https://finflx.com/

New Website: https://www.finflx.com

The same concept was extended to the onboarding experience of the product. Users choose their role and department and are then led through a personalized experience through their own product. Other products are still accessible for relevant stakeholders but the onboarding experience is prioritized throughout.

I built the new website myself using Webflow. Tracking was implemented through Segment / Heap. The Portal and Mobile app were built and maintained by the in-house development team.

I've also used Bubble to build several internal tools and APIs to ensure increased performance and easier maintenance going forward.

Considering this was a financial product within a heavily regulated industry, there was a strict QA process that goes through Business, Compliance, and Tech to make sure everything is working as it should be and all information communicated are compliant. Internal tools that were built using No Code tools are not critical in nature and do not store or interact with any sensitive client information.

After making the changes to the marketing website and product, we have received great feedback from clients, partners, and potential partners that have mentioned our product is the best among competitors. It has also allowed us to attract big financial institutions as potential partners that reached out after seeing the website and experiencing the product.

Throughout a five months period working with FinFlx, here's what I've done:

Managed the UX/UI team and implemented a new UX/UI process. elevating the design of the website, portal, and mobile app.

Rebuilt the marketing website with a new design, content strategy, and copy using Webflow

Redesigned the onboarding experience on the Portal for the Pension product, the FinFlx app, and the Corporate Savings account.

Revamped the emails' design and copy helping with the migration from Sendgrid to Customer.io

Implemented detailed tracking and dashboards allowing us to have an overview of the user journey using Segment & Heap.

Oversaw the design of a free gratuity calculator tool for SMEs in the UAE. I built the tool using Bubble.io and existing APIs.

Helped revamp the Sales process with clear visibility over every interaction with the client from first contact to closing the account.

Oversaw the UX/UI design of new products and features in the FinFlx app including a Roboadvisory experience, Subscription, and more.

Built an AI-powered social media content writer that can be personalized for eveyr team member with full understanding of FinFlx' offering.

Supported & created multiple marketing campaigns including LinkedIn Ads, Webinars, Organic Content, Free Tools, and Live Events. We generated high quality leads with a small budget.

Acted as a Product Manager liaising between the technical team, design team, sales, and C-Level management.

I built some internal APIs using Bubble to automate some internal processes.

www.finflx.com

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