Invest, Borrow and Spend on one finance platform - PlusCash.club
Plus Cash Club is an innovative fintech platform that offers a unique, comprehensive solution for users to interact with financial advisors, invest, borrow, and spend, all within a single ecosystem.
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Goal :
To design web and mobile FinTech application enabling clients to invest, save, and borrow against assets, while equipping financial advisors and advisory firms with tools to manage portfolios efficiently and attract new clients.
To design web and mobile FinTech application enabling clients to invest, save, and borrow against assets, while equipping financial advisors and advisory firms with tools to manage portfolios efficiently and attract new clients.
My Role:
To craft a consumer-ready application from the ground up (0-1) for general users and financial advisors, including user experience and interface design, branding, marketing assets, and a conversion-focused webpage.
To craft a consumer-ready application from the ground up (0-1) for general users and financial advisors, including user experience and interface design, branding, marketing assets, and a conversion-focused webpage.
Team :
Myself: Founding Designer → Lead Designer (as the team expanded) → Designer + GTM Lead
2 Developers
CTO
CEO
Myself: Founding Designer → Lead Designer (as the team expanded) → Designer + GTM Lead
2 Developers
CTO
CEO
Design Process
I took a research-driven approach to product development, asking insightful questions and thoroughly analyzing the task to gain a clear understanding. By addressing the needs of stakeholders, users and assessing businesses, and competitors, I ensured a well-rounded solution. Focusing on the experiences of general consumers and financial advisors, I applied intuitive product thinking to explore their journeys, test various strategies, and refine the most effective approach. Prototyping and incorporating user feedback were essential in creating a solution that was both impactful and easy to adopt.
User Analysis
Turning insights into innovation: Harnessing user needs to prioritize game-changing features.
The journey to designing Plus Cash Club began with an in-depth exploration of user needs and expectations. Using design thinking methodologies, we conducted targeted user interviews and competitive analysis to build a platform that resonates with diverse audiences, from novice investors to seasoned financial advisors. These efforts revealed key pain points, such as overwhelming content and limited access to personalized financial advice. Tools like Miro were used to map insights into actionable user personas, ensuring the platform’s features directly addressed core user needs.
Conducted 15+ user interviews to uncover insights into financial habits and pain points.
Used Google Forms and structured questionnaires to collect quantitative and qualitative data on user needs.
Identified opportunities for gamified goal tracking using journey mapping, which became a defining feature of the platform.
Branding and Assets
Designing trust and modernity: A visual identity that resonates and retains.
Branding was more than aesthetics—it was about creating a platform that users could trust and advisors could champion. I designed a visual identity that reflected stability and approachability. With a user-first strategy, branding efforts focused on creating an identity that resonated emotionally with users while establishing trust. The color palette, logo, and typography were designed to evoke stability and professionalism. The result? A platform that users described as “intuitive, modern, and professional” during usability testing.
Built a scalable component-based design system in Figma with 20+ reusable elements, reducing development cycles by 40%.
Designed a suite of animated micro-interactions, adding subtle delight and reinforcing the platform's brand values during user actions such as goal setting or rewards redemption.
Developed the PlusCash Card as a sleek, personalized asset, enhancing brand recognition and increasing user intent to participate in rewards programs by 20%.
Wireframes and Screens
From sketches to seamless experiences: Prototypes that wow and workflows that work.
Lean UX methodology was central to the wireframing and prototyping process, enabling rapid iterations and continuous user validation. We began with low-fidelity sketches to map user flows and transitioned to high-fidelity prototypes with dynamic interactions. Each iteration was tested with real users, incorporating feedback to improve navigation and reduce friction. Insights from these sessions were instrumental in refining the platform, ensuring a seamless experience from concept to execution.
Reduced task completion time by 30% through iterative testing of wireframes in Maze, improving user efficiency.
Simulated core platform interactions, like financial goal tracking and advisor messaging, through clickable prototypes, gaining early validation of the product's usability and appeal.
Designed 50+ wireframes covering both user-facing and financial advisor interfaces, mapping key workflows such as onboarding, financial goal tracking, rewards management, and advisor-client communication to ensure a seamless experience on both sides.
What I Learned
Learning from Collaboration: Working closely with the developers, I picked up Tailwind CSS. This hands-on learning experience allowed me to understand how utility-first frameworks streamline design implementation.
Making the Most of Limited Resources: I learned to strike a balance between maintaining the CEO’s vision and delivering practical, scalable solutions.
The Value of Strong Branding: A well-thought-out identity helped position the platform as both reliable and innovative.
Making the Most of Limited Resources: I learned to strike a balance between maintaining the CEO’s vision and delivering practical, scalable solutions.
The Value of Strong Branding: A well-thought-out identity helped position the platform as both reliable and innovative.
What I Would Do Differently
Test for Business Impact Sooner: If I could go back, I’d test features like the advisor portal earlier. Getting quick feedback could have helped us refine the experience and drive adoption even faster.
Launch a Beta Early: Rolling out an MVP to a small group of users and advisors would have given us clearer insights into what people wanted.
Get Users Involved in Branding: While the branding worked, involving users in the process earlier could have made it even more relatable and impactful.
Launch a Beta Early: Rolling out an MVP to a small group of users and advisors would have given us clearer insights into what people wanted.
Get Users Involved in Branding: While the branding worked, involving users in the process earlier could have made it even more relatable and impactful.