Case study
Fintech
2023
A fintech brokerage running on 4 spreadsheets, with data errors surfacing every week
The client managed mortgages, leasings, investments, and interests across 4 disconnected Excel files, each on a different machine with no shared source of truth. After 8 user interviews across 3 companies, the cost was clear: up to 10 hours lost per user per week, 25% of a standard working week gone to overhead.
Design a custom CRM from scratch, with structured onboarding and a built-in client offer flow
I led a team of 3 designers to replace all 4 Excel files with a single platform covering 8 product modules. The platform needed to support 20 users across 3 companies, centralise all data in real time, and let advisors send client offers directly without leaving the system.
3 rounds of wireframe validation before a pixel went to dev, then continuous handoff across a 6-month build
We mapped all data entities and their relationships before designing any screen. After 3 stakeholder validation rounds in wireframes, we moved to high-fidelity Figma with a documented component system and handed off to 4 developers continuously. The key UX decision: make the product detail page the offer itself. Yield data, investment strategies, and KID documents in one place, sent with a single "Invite client" click, always reflecting live figures.
100% adoption within 2 weeks, zero spreadsheets remaining
The platform launched to all 3 companies with no onboarding friction. Advisors reclaimed 25% of their working week and reduced the offer-sending process from 5 manual steps to 2.
