UX Redesign for an AI-Driven Fintech Website

Category: UX Design · Product Design Role: Senior Product Designer Timeline: 2022

Finfare is a U.S.-based fintech focused on corporate banking and expense management powered by AI and machine learning.

I redesigned Finfare’s institutional website to improve clarity, usability, performance, and conversion… transforming a complex financial product into a clear and scalable digital experience.

The previous website failed to support the business.

• Outdated visuals • Unclear value proposition • Poor mobile performance • Low readability and contrast • Overly technical messaging • No clear conversion or lead generation

Users didn’t understand what Finfare did — or why it mattered.

Through interviews with users and stakeholders, key issues became clear:

• Users were unsure if Finfare was a bank, lender, or platform • Financial jargon reduced comprehension • Mobile experience was slow and unstable • Messaging focused on features, not benefits

Clarity and trust were the biggest gaps.

I led a full UX and UI redesign focused on simplicity, performance, and storytelling.

• New information architecture • Clear, benefit-driven copy • Responsive, mobile-first layouts • Accessible typography and contrast • Strong value proposition above the fold

• UX research and stakeholder interviews • Journey and content restructuring • High-fidelity prototypes in Figma • Continuous validation with leadership

• Increased time on page and engagement • Major improvement in mobile performance and load speed • Positive feedback from investors and partners • More qualified leads through clearer CTAs • Stronger brand positioning in the fintech market

Design clarity directly impacts trust and conversion — especially in fintech.

This project strengthened my ability to translate complex financial products into simple, high-impact digital experiences.

Figma · UX Research · Prototyping · Design Systems · Responsive Design