Washington State Employees Credit Union (WSECU)

A digital banking app.

Problem

Fintech apps often struggle to balance complex functionality with user-friendly design, resulting in interfaces that are either overwhelming or lacking clarity. This challenge makes it difficult for users to confidently navigate features like transactions, stock trading, or deposits—especially in a competitive market where first impressions matter.

Solution
Drawing on my own experience as an investor and a user of fintech platforms, I analyzed industry-leading apps to identify areas of improvement. The process included conducting competitor research, identifying design gaps, and reimagining the user interface. With confidentiality in mind, I revamped existing designs to create a more intuitive and visually engaging experience. Every decision—from color schemes to button placements—focused on making interactions seamless and aligning the design with the institution’s brand identity and target audience.

Result
The new design simplifies the complexities of digital transactions while maintaining a sleek and professional look. By crafting an interface that resonates with the institution’s core values and user needs, the redesign offers a refreshed user experience that sets the platform apart in a saturated fintech market. While results remain under wraps, early feedback has highlighted improved usability and a stronger connection to the target audience.

Key parts of the process included

• User Experience Flow
• Conversion-Centered Design
• User Interface Design