Leading the Design of Foundational Fintech
Capabilities
OVERVIEW
As a senior product designer at Purse Money, I led the design of multiple net-new product features and a major revamp of an existing core flow. The work focused on improving user understanding, trust, and usability across high-impact financial interactions.
The scope included:
Designing an in-app articles feature
Leading a full redesign of the cards experience
Designing crypto deposit and withdrawal flows end-to-end, where no prior experience existed
These initiatives helped establish foundational product capabilities while supporting scale, compliance, and long-term growth.
Leading foundational fintech features from zero to scale
Problem
As the product matured, gaps emerged that limited both user experience and product velocity:
The absence of in-app education increased support load and reduced user confidence
The existing cards experience lacked clarity and consistency, slowing everyday interactions
Crypto transactions were not supported, blocking expansion into a key product category
New financial features required careful alignment across product, engineering, risk, and compliance
These challenges required clear ownership, cross-team coordination, and long-term design thinking, not just UI iteration.
Product gaps requiring strategic design leadership
Approach & Leadership
I took ownership of defining what to build, how to build it, and how it should scale over time.
Partnered with product leadership to shape feature scope, success metrics, and rollout strategy
Led design discovery, user flow definition, and UX strategy across multiple workstreams
Set experience principles for clarity, progressive disclosure, and trust in high-risk flows
Coordinated with engineering and compliance to resolve constraints early and avoid rework
Mentored designers and reviewed work to maintain quality and consistency across surfaces
Design leadership beyond screens
Solution
Under my direction, the team delivered several high-impact improvements:
In-App Articles (Net-New Capability)
Established an in-app education system designed to scale with new content types
Enabled contextual learning without pulling users out of critical flows
Created reusable templates adopted across future product initiatives
Cards Experience Revamp
Led a comprehensive redesign of the cards flow to improve hierarchy and usability
Simplified core actions while preserving feature depth
Standardized patterns that influenced other financial surfaces
Crypto Deposits & Withdrawals (Net-New Capability)
Led end-to-end design of crypto transaction flows from first principles
Introduced guardrails, confirmations, and error prevention to increase trust
Balanced user experience with regulatory, security, and risk requirements
Strategic design decisions translated into production-ready experiences
Business Impact
The outcomes reflected both product impact and organizational leverage:
Enabled crypto deposits and withdrawals for 30,000+ active users, supporting tens of millions in transaction volume within the first quarter
Achieved 92–96% successful crypto transaction completion within the first 90 days post-launch
Reduced crypto- and card-related support tickets by 30–35%
Improved cards flow efficiency, reducing time-on-task by 20%
Drove 40% weekly engagement with in-app educational content
Established scalable UX patterns reused across multiple teams and features
Role
Role: Lead Product Designer
Platform: Mobile (iOS & Android)
Ownership:
Product definition & UX strategy
Cross-functional alignment (PM, Eng, Compliance)
Design quality & pattern governance
Mentorship and design reviews
End-to-end delivery
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