Fintech App • Digital Product Design

A fintech app designed to help users track spending and manage cards seamlessly.

The client had an existing fintech app that had strong functionality but struggled with engagement and retention. Before moving into design, I applied my UX/Business Funnel framework to identify where performance was breaking down across conversion, activation, and retention stages. The funnel analysis revealed that users were dropping off early due to unclear navigation, low perceived value, and a lack of engagement triggers. Using these insights, I mapped key friction points to measurable business outcomes, helping prioritise where design could drive the highest impact.

The existing app felt complex and transactional, lacking emotional connection and usability flow. Financial management was seen as a chore rather than an empowering experience, resulting in low user stickiness and minimal habit formation.

I redefined the product around user goals and business outcomes. The redesign introduced a clear, data-rich interface supported by a scalable design system. Personalized dashboards, smart alerts, and visual analytics made financial insights simple and actionable. As a result, users could manage their finances with ease, while the brand gained measurable improvements in engagement and retention.

The redesign turned Spento from a functional finance tool into a high-performing fintech product that drives measurable business outcomes. By addressing friction in activation and retention, engagement and task efficiency improved significantly.

Focusing on the right problem is what drives true performance. Solving the wrong thing only adds friction, wastes time, and increases costs. By using my UX/Business Funnel framework, we were able to pinpoint where the real issues were and fix them with confidence. With Spento, that meant targeting the activation and retention leaks, turning insights into informed design decisions that delivered measurable growth.