I design complex products that don’t feel complicated

Moneff is a fintech product offering multi-currency accounts and payments for businesses and individuals. The web platform had grown without a design system or shared documentation, which made it harder to maintain and slower to evolve. Internal analytics show the web is mainly a business surface: around 54% of active corporate clients used it over the past year, rising to nearly 60% recently, versus roughly 5% of individuals — so the redesign was aimed at the people who live in the product. Over the same period the platform kept growing, from roughly 1,700 to a peak of around 3,100 monthly active users.

Scaling without a design system slowed development and made releases unpredictable. The product had also moved from B2B-only to serving individuals, but the interface was still built for business users and felt complex for personal ones, driving navigation-related support tickets.

• Make the platform easier for both business and individual users
• Build a design system developers could use day to day
• Reduce support tickets caused by UI issues
• Speed up feature development without touching the backend

I started with the design system, talking to developers up front so it was realistic to implement: components, states, spacing, layout rules and usage guidelines. Before redesigning screens I reviewed flows and IA, analysed recurring support issues, ran a competitive analysis and collected technical constraints, separating UX problems from system limits. I ran usability tests on payment and card flows before implementation.

Spike is a mobile-only fintech app for traders worldwide, enabling instant transfers between crypto exchanges and fiat bank accounts in a single app. Onboarding is where users first decide whether they trust the service enough to continue.

There were no direct market equivalents, so no established patterns to lean on. The onboarding logic was complex due to multiple integrations, KYC and technical constraints, and it felt long and unclear, with a high risk of losing trust early.

• Guide users step by step through a complex process
• Reduce cognitive load during KYC, exchange linking and setup
• Build trust from the very first interaction
• Make a technically complex process feel simple and predictable

I understood the domain firsthand: I opened a crypto account myself and spoke directly with traders about their expectations and trust triggers. We defined personas and a customer journey map to locate confusion and drop-off, producing hypotheses validated later with product data. We split onboarding into progressive steps with clear guidance, prototyped in high fidelity, ran usability testing, and designed a demo tour so users could see value before committing.

Moneff wanted to test appetite for a Banking-as-a-Service offering, licensed UK and EU infrastructure for neobanks, marketplaces and embedded-finance brands, before committing engineering time.

The real question was demand. Building the product first would be slow and expensive, so we needed a real-world signal of interest quickly.

• Product and business thinking, not just screens
• Comfort moving from hypothesis to live test
• Fluency with AI tools to ship fast
• End-to-end ownership of a 0→1 experiment

I defined the value proposition and target segments, structured the full narrative (products, integration steps, architecture, why-us and FAQ), and designed and shipped a fully branded, live landing page in a single day, without developers, using AI tooling, with “Book a demo” as the conversion goal.

A mobile medical-assistant concept that helps people understand symptoms and manage care from their phone. Included to show structured product thinking outside fintech.

• User research and target-audience analysis
• Personas and customer journey mapping
• Information architecture and user flows
• Wireframes, high-fidelity UI and an interactive prototype

Figma for design and prototyping, Miro for research synthesis and mapping, and ChatGPT to pressure-test scenarios.