Role: Lead UX/UI Designer

Timeline: 6 months
FinanceFlow
Finance Management App
The fintech market in Switzerland is highly competitive and regulated, but also full of opportunities. While many tools focus on professional financial services, few provide everyday users with an intuitive and empowering mobile experience.

FinanceFlow set out to change that by combining the precision expected from Swiss banking with the simplicity of modern consumer apps.
FinanceFlow is a mobile SaaS application. The product helps users take control of their personal finances by categorizing expenses, visualizing spending trends, setting savings goals, and receiving actionable insights.
Case Overview
Market gap: The startup wanted to position itself as the go-to mobile solution for young professionals in Switzerland who wanted to build healthier money habits without needing a financial degree.
Complexity of existing apps: Most finance apps on the market were either too simplistic (just basic expense trackers) or overly complex with steep learning curves.

Low engagement: Users often abandoned apps after a few weeks because insights felt generic and not actionable.
The client approached me with a clear challenge:
Problem Statement
Goals
Project
Business Goals
  • Increase user retention and daily engagement
  • Create a scalable design system for future features
  • Position FinanceFlow as a trusted, modern, and user-friendly fintech brand
User Goals
  • Easy onboarding and frictionless expense tracking
  • Clear categorization and visualization of spending
  • Personalized saving goals and actionable insights
Using a 4-column grid and an 16-point grid system ensures consistent alignment and spacing throughout the application. Resulting in a visually balanced and cohesive design that enhances usability and aesthetics.
User Grid
Design Process
01
User Needs & Industry Context
02
Competitor Analysis & 
Feature Prioritization
03
User Research & 
User Persona
04
Information Architecture & 
User Flow
05
Wireframing & Early Testing
06
UI Design
07
Prototyping & 
Usability Testing
08
Handoff & 
Collaboration with Developers
This design process aims to create, develop and maintain a strong consistent brand identity.
We identified two primary user groups:
  • Young professionals (25–35 y.o.) who want to control spending and start saving
  • Families who need to track shared expenses and plan budgets together
01
We started with discovery workshops with the founders to understand their vision, and we mapped key industry challenges: data security, Swiss banking integrations, and the rise of “financial wellness” apps.
Understanding User Needs & Industry Context
We benchmarked against apps like YNAB, Revolut, and N26.


Strengths observed: clean UI, instant expense tracking, integrations with bank accounts.

Weaknesses observed: overwhelming dashboards, lack of personalization, steep setup process.

We built a MoSCoW matrix to prioritize features.
02
Competitor Analysis & Feature Prioritization
MoSCoW Matrix
We conducted 12 in-depth interviews with Swiss potential users across Zurich, Geneva, and Lausanne.

Key insights:
  • Sophie’s Journey guided decisions around quick onboarding, playful goal-setting, and friendly microcopy.
  • Lukas’ Needs inspired features like shared accounts, detailed reporting, and strong privacy messaging.
These personas help ensure FinanceFlow balances simplicity and security, appealing to both individual young professionals and families seeking collaborative financial management.
How These Personas Inform Design
03
User Research & User Persona
04
We mapped the entire journey from onboarding → connecting a bank account → daily expense tracking → receiving insights.

The focus was simplicity:
  • Onboarding reduced to 3 steps (sign-up → connect account → set first goal).
  • Home dashboard designed around “3 things you need to know today” instead of overwhelming charts.
  • Goal-setting flow gamified with progress bars and milestones.
Information Architecture & User Flows
The visual direction was inspired by Swiss design principles: minimalism, precision, and clarity.
06
Typography
Color
UI Design
We started with low-fidelity wireframes, focusing on clarity and hierarchy.

  • Iteration 1: Users struggled with the budget setup flow.
  • Iteration 2: We introduced default categories and smart suggestions (e.g., “Groceries, Rent, Transport”), reducing setup time by 60%.
  • Iteration 3: Added quick-add expense button on the home screen—users loved the convenience.
05
Wireframing & Early Testing