FinEdge – A Smarter Way to Manage Finances

FinEdge was founded with the goal of transforming how individuals manage their personal finances in a digital-first world. The team approached us with the challenge of creating a mobile experience that would combine banking, budgeting, and investment insights into one seamless platform. They wanted an app that wasn’t just functional but also inspiring, motivating users to take control of their money. At the beginning, we quickly identified the emotional barrier around financial management. For many users, money brings anxiety rather than confidence. Our design strategy had to address this — the app couldn’t just present numbers, it had to provide reassurance, education, and empowerment. We conducted a deep dive into user research, interviewing students, working professionals, small business owners, and retirees. Each group had unique needs — from tracking daily expenses to planning retirement investments — but they all desired simplicity and trustworthiness. These insights became the foundation for our design.

My Role: Brand Strategist & Web Developer, UI

Skills: Branding, Visual Identity, Web Development, Sustainability Strategy

Tools: Figma, Adobe Creative Suite, React, Node.js

Duration: 4 months

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Objective & Overview

A major takeaway from this project was the importance of ensuring the brand identity truly reflects the company's core mission and values.

One of the biggest highlights of this project was the way research directly shaped design decisions. Every feature, from budgeting tools to investment insights, was rooted in real user needs.The simplicity of the expense tracker stood out as a success. Users loved how quickly they could log purchases and see spending patterns without feeling overwhelmed.We also introduced gamification elements like achievement badges for saving milestones. These small touches created positive reinforcement, making financial management feel rewarding. Another highlight was the real-time synchronization with bank accounts. Users appreciated the reliability and accuracy of the data presented.Our collaboration with security experts ensured that every interaction followed industry-leading encryption and compliance standards, building trust from the start.The onboarding process was carefully crafted to make users feel welcome. Instead of lengthy forms, we designed a conversational flow that guided users step by step. Users highlighted the investment education section as particularly valuable. Short, digestible lessons helped beginners feel more confident in entering the world of investing. The personalization engine, which suggested budgets and savings goals based on spending habits, was widely praised. It made the app feel like a personal financial coach. Another high point was the seamless cross-platform experience. Whether on mobile or tablet, the app maintained consistency and fluidity.

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Inspiration

One of the most valuable insights from this project was the importance of aligning brand identity with core business values and goals.

The inspiration for FinEdge began with the realization that financial tools were often intimidating rather than supportive. We wanted to reverse that dynamic.The anxiety many people feel when opening their bank apps inspired us to design an interface that felt calming, not stressful.We drew inspiration from behavioral psychology, particularly concepts of habit formation, to design features that encouraged saving and responsible spending.The color palette was inspired by nature — green for growth, blue for stability, and white for clarity. These choices reinforced the brand’s values.Stories from users struggling with debt inspired us to create features that made repayment more structured and achievable. The pandemic further motivated the project. As more people turned to digital banking, it became clear that accessible, empathetic design was crucial.We were inspired by global fintech leaders but aimed to build something uniquely inclusive and accessible for emerging markets as well.Accessibility advocates influenced our thinking deeply. Their input ensured the app was usable for people with visual or motor impairments.We found inspiration in simplicity — stripping away complexity so users could focus on goals rather than technical details. The gamification ideas came from fitness apps. Just as people enjoy tracking steps, they could enjoy tracking savings.Cultural diversity also inspired the design. We wanted the app to feel relatable to users regardless of geography, background, or income level.Real-world workshops with college students inspired the financial literacy content, showing us the need for education built into the experience.The idea of community support came from online forums where people encourage each other on financial journeys. We integrated that spirit into the app.

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Some great learning moments:

The launch of FinEdge exceeded expectations. Within the first two months, the app was downloaded by over 100,000 users and maintained a 4.8-star rating on app stores. Users praised the clean design, ease of use, and the sense of control the app gave them over their financial decisions. Banks and financial institutions also noticed the traction. Several local credit unions partnered with FinEdge to offer the app to their customers, validating the app’s scalability and adaptability across different financial ecosystems. User retention was another highlight. Unlike many fintech apps that struggle to keep engagement, FinEdge saw strong recurring usage, with 70% of users returning to the app multiple times a week. This was a direct result of the micro-interactions and motivational nudges we designed. The feedback from users showed us that design can genuinely influence behavior. Users shared stories of saving more consistently, paying off debts faster, and even starting their first investments thanks to the app’s guidance. Internally, our design team reflected on the importance of balancing compliance with creativity. Working within strict financial regulations required discipline, but it also pushed us to innovate responsibly.game

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