Financial Roadmap

Designed a forward-looking financial planning experience to help users connect daily budgeting decisions to long-term goals.

+10% increase in web trial starts $120K increase in annual revenue

Led concept development, validation, and end-to-end design in collaboration with product and engineering

Users couldn’t see how their monthly budget connected to long-term financial goals. The experience lacked a “big picture” view, making it difficult to understand progress or stay motivated beyond short-term budgeting.

After paying off debt, users shifted focus to longer-term goals like retirement, college savings, and personal milestones.

They wanted a way to visualize their full financial journey—and understand how today’s decisions impacted future outcomes.

Introduced a forward-looking “financial roadmap” that shifted users from static budgeting to scenario-based planning.

Enabled users to: – Create projected financial plans – Visualize progress over time – See key milestones across their financial journey

Designed a step-based input flow to make complex financial data easier to enter, allowing users to proceed with estimates rather than perfect inputs.

Incorporated milestone-based feedback tied to the Baby Steps framework to reinforce progress and maintain motivation.

Increase long-term retention and renewals, using trial start rate as an early indicator of success.

+10% increase in web trial starts $120K increase in annual revenue