Building what financial services should look like -Lemfi

At LemFi, I played a pivotal role in shaping what financial services should look like for the next generation of immigrants by leading key design initiatives that supported the company’s global expansion. My responsibilities included overseeing a comprehensive mobile app revamp, executing the design for a new Credit Line product, and spearheading user experience enhancements across the platform. Each initiative was grounded in deep user research and data-driven decision-making to ensure the final output met the real-world needs of our diverse customer base.

One of the most tangible outcomes of these efforts was a dramatic improvement in our mobile app’s performance and reception. Following the design overhaul, we saw our App Store rating increase from 3.3 to 4.7 out of 5. This improvement reflected not only a more intuitive and visually refined interface but also a more reliable, seamless experience for users navigating financial tools critical to their everyday lives. It was a direct signal of increased customer satisfaction and trust in the product.

Recognizing the need for localized design, I also developed culturally relevant strategies tailored to specific regional audiences, particularly in South Asia. By adapting UX flows, tone, visuals, and information architecture to suit the preferences of users in India, Pakistan, and China, we were able to significantly accelerate market penetration in these regions. These localized efforts contributed to a surge in user acquisition and engagement, positioning LemFi as a trusted financial partner for immigrants in these high-growth markets