Making Financial Data Actionable
Making Financial Data Actionable
FlowPay
FlowPay
My role
My role
Product designer
Product designer
The team
The team
PM, SA and UI Designer
PM, SA and UI Designer
Duration
Duration
10 month
10 month
Company & Product Context
The company builds a fintech platform that helps small and mid-sized businesses manage cash flow, payments, and financial reporting from a single dashboard. The product consolidates bank accounts, transactions, invoices, and financial insights into a unified experience used daily by founders and finance teams. As the customer base grew, the platform expanded in features but struggled to maintain clarity, especially for non-financial users who needed quick answers rather than detailed reports. The core dashboard became the primary touchpoint for understanding financial health and making day-to-day decisions.
My contribution
Product designer responsible for discovery, UX strategy, interface design, and validation. I worked closely with product management, engineering, and data teams to redesign the core financial experience, focusing on clarity, trust, and decision-making. My role involved translating complex financial data into understandable patterns while balancing regulatory constraints and technical limitations.
Company & Product Context
The company builds a fintech platform that helps small and mid-sized businesses manage cash flow, payments, and financial reporting from a single dashboard. The product consolidates bank accounts, transactions, invoices, and financial insights into a unified experience used daily by founders and finance teams. As the customer base grew, the platform expanded in features but struggled to maintain clarity, especially for non-financial users who needed quick answers rather than detailed reports. The core dashboard became the primary touchpoint for understanding financial health and making day-to-day decisions.
My contribution
Product designer responsible for discovery, UX strategy, interface design, and validation. I worked closely with product management, engineering, and data teams to redesign the core financial experience, focusing on clarity, trust, and decision-making. My role involved translating complex financial data into understandable patterns while balancing regulatory constraints and technical limitations.
The problem
Users struggled to understand their financial position at a glance. Key information such as cash runway, upcoming payments, and account balances was scattered across multiple views, forcing users to navigate between screens to build context. This made routine financial decisions slower and increased uncertainty, especially for users without a finance background.
Core issue
The product exposed too much financial data without clear hierarchy. Users found it difficult to distinguish what required immediate attention from what could be reviewed later, leading to hesitation and reduced confidence when taking action.
Business issue
If dispatchers could not confidently manage daily operations using FleetSync, customers would continue relying on legacy tools.
The problem
Users struggled to understand their financial position at a glance. Key information such as cash runway, upcoming payments, and account balances was scattered across multiple views, forcing users to navigate between screens to build context. This made routine financial decisions slower and increased uncertainty, especially for users without a finance background.
Core issue
The product exposed too much financial data without clear hierarchy. Users found it difficult to distinguish what required immediate attention from what could be reviewed later, leading to hesitation and reduced confidence when taking action.
Business issue
If dispatchers could not confidently manage daily operations using FleetSync, customers would continue relying on legacy tools.
Discovery
To ground decisions in real behavior, I ran a discovery phase combining qualitative and quantitative insights from both customers and internal teams. The goal was to understand how dispatchers actually work during a typical day, especially under pressure.
Discovery
To ground decisions in real behavior, I ran a discovery phase combining qualitative and quantitative insights from both customers and internal teams. The goal was to understand how dispatchers actually work during a typical day, especially under pressure.
Research methods
Customer interview
We conducted 12 interviews with dispatchers and operations managers working across different fleet sizes.
Workshops
Two cross-functional workshops to align product, design, and operations on key problems.
Survey
A short survey to validate which data points must be visible.
Quantitative data
Review of product usage data to identify underused and misunderstood features.
User test
Moderated usability tests on early dashboard concepts to validate clarity and comprehension.
Research methods
Customer interview
We conducted 12 interviews with dispatchers and operations managers working across different fleet sizes.
Workshops
Two cross-functional workshops to align product, design, and operations on key problems.
Survey
A short survey to validate which data points must be visible.
Quantitative data
Review of product usage data to identify underused and misunderstood features.
User test
Moderated usability tests on early dashboard concepts to validate clarity and comprehension.
Findings
Findings
Interviews focused on daily routines, edge cases, and moments where the current system slowed them down.
Interviews focused on daily routines, edge cases, and moments where the current system slowed them down.
Needs
Clear financial signals
Users needed a small set of trusted metrics that summarize financial health.
Predictability and reassurance
Users wanted to understand what would happen next, not just what already happened.
Confidence before action
Users wanted to understand what would happen next, not just what already happened.
Pain points
Information overload
Dashboards surfaced too many numbers at once, increasing cognitive load instead of reducing it.
Unclear prioritization
Critical alerts and routine information were visually similar, making it hard to focus on what really mattered most.
Needs
Clear financial signals
Users needed a small set of trusted metrics that summarize financial health.
Predictability and reassurance
Users wanted to understand what would happen next, not just what already happened.
Confidence before action
Users wanted to understand what would happen next, not just what already happened.
Pain points
Information overload
Dashboards surfaced too many numbers at once, increasing cognitive load instead of reducing it.
Unclear prioritization
Critical alerts and routine information were visually similar, making it hard to focus on what really mattered most.
Workshops: Vision alignment
Workshops: Vision alignment
We ran a series of cross-functional workshops to align on what “financial clarity” means for different user roles. Instead of focusing only on speed, teams agreed that the product should prioritize confidence, accuracy, and decision readiness. This shared vision helped frame financial data as a tool for action.
We ran a series of cross-functional workshops to align on what “financial clarity” means for different user roles. Instead of focusing only on speed, teams agreed that the product should prioritize confidence, accuracy, and decision readiness. This shared vision helped frame financial data as a tool for action.
Define, Valitation, iterate
Wireframing and testing
We started with low-fidelity wireframes to explore multiple layout directions quickly. Each iteration was reviewed with stakeholders and tested with users. Feedback was continuously incorporated, allowing us to converge on a solution that balanced simplicity, trust, and scalability.
Feedback from customers
Ongoing feedback sessions with customers and internal finance teams helped validate early assumptions and refine priorities. Users consistently emphasized the importance of clarity and trust over feature density. These insights guided multiple iterations of the experience before moving into full validation.
Positive feedbacks
Usage
Most users reported faster task completion when using the new dashboard. Simplified navigation and clearer data grouping reduced time spent searching for key financial information during daily operations.
Easy to use
Customers described the experience as intuitive and easy to learn. The interface required minimal explanation, allowing new users to become productive quickly.
History
Users appreciated the clear breakdown of balances, transactions, and fees. Improved visibility into financial activity increased confidence and reduced the need to check data across tools.
Feedback from customers
Ongoing feedback sessions with customers and internal finance teams helped validate early assumptions and refine priorities. Users consistently emphasized the importance of clarity and trust over feature density. These insights guided multiple iterations of the experience before moving into full validation.
Positive feedbacks
Usage
Most users reported faster task completion when using the new dashboard. Simplified navigation and clearer data grouping reduced time spent searching for key financial information during daily operations.
Easy to use
Customers described the experience as intuitive and easy to learn. The interface required minimal explanation, allowing new users to become productive quickly.
History
Users appreciated the clear breakdown of balances, transactions, and fees. Improved visibility into financial activity increased confidence and reduced the need to check data across tools.
Outcome and impact
The redesigned Live Operations view was rolled out progressively to a subset of FleetSync customers managing medium and large fleets. The new experience focused on improving situational awareness, reducing reaction time, and supporting faster decision-making during daily operations.
Outcome and impact
The redesigned Live Operations view was rolled out progressively to a subset of FleetSync customers managing medium and large fleets. The new experience focused on improving situational awareness, reducing reaction time, and supporting faster decision-making during daily operations.