Fintech App • Digital Product Design

Spento is a fintech app built to help users track spending and manage cards in one place. While the product had strong functionality, it struggled with engagement and long-term retention.

Before designing anything, I applied my UX and Business Funnel framework to identify where performance was breaking down across conversion, activation, and retention.

Despite offering valuable features, the app suffered from early drop-off and low habit formation.

Users were not clearly guided toward value. Navigation felt complex and transactional. Financial management felt like a task instead of an empowering experience.

The funnel analysis showed that activation and retention were the primary leakage points. Users were signing up, but they were not forming consistent usage habits.

Rather than starting with visuals, I focused on performance.

Using funnel insights, I mapped friction points directly to measurable business outcomes. This allowed us to prioritise changes that would impact activation and retention instead of making cosmetic improvements.

Key strategic shifts included:

Clarifying navigation to surface high-value actions

Reframing dashboards around user goals rather than raw data

Introducing smart engagement triggers to support habit formation

Designing emotional reinforcement through feedback and visual clarity

The redesign repositioned Spento from a transactional finance tool to a performance-driven personal finance experience.

The new system included:

A structured, data-rich dashboard focused on clarity

Personalised insights and smart alerts

Visual analytics that simplifies complex financial information

A scalable design system to support future growth

Every design decision was tied back to a specific stage of the funnel and a measurable performance goal.

By targeting activation and retention leaks instead of surface-level changes, the product achieved:

Improved early-stage engagement

Higher task completion efficiency

Stronger repeat usage patterns

Clearer value perception among users

The redesign transformed Spento into a fintech product that drives measurable business outcomes, not just functional utility.

Design impact comes from solving the right problem.

By diagnosing performance gaps before moving into execution, we were able to design with precision and confidence. The result was not just a cleaner interface, but a product experience engineered to support growth.