Designing a Financial Companion
MoneyLion had a bold ambition: to transform how people interact with their money. They wanted to create a product experience that not only simplified financial management, but also made learning about money feel accessible, personal, and even fun. We partnered with the team to improve the app’s overall UX, helping users better understand their financial picture, track spending, and discover perks along the way.
We focused on creating a more intuitive experience for account visibility, clearer navigation, and a gamified education layer, where users could unlock real-life rewards as they learned. Beyond core improvements, we also explored concepts for a new Financial Health feature, which gave users a snapshot of their financial wellbeing, goal progress, and future outlook, all wrapped in a friendly, motivating UI. To support this shift, we introduced a human layer to the brand - Real People, Real Goals, Real Solutions, helping MoneyLion connect more personally with its diverse audience.
From the start, we knew that understanding how users feel about money, and how those feelings shape behaviour, was key to designing a meaningful experience. Financial stress, life goals, and everyday priorities all played a part in how users approached the MoneyLion app. We worked closely with the team to weave empathy into the product by spotlighting real people with real goals, incorporating testimonials and stories that made the experience feel human. This approach grounded the design in lived experiences, helping to build trust and relevance across a diverse user base.
MoneyLion needed an interface that demystified personal finance. We introduced a redesigned UI that put clarity and usability first. Through simplified visuals, streamlined navigation, and thoughtful hierarchy, users were given an instant understanding of their financial landscape - from linked accounts and transactions to savings goals and upcoming bills. The result was a product that didn't just show data, but made it feel manageable and actionable, offering users control and confidence in their everyday decisions.
Financial literacy was a key ambition for MoneyLion, but it needed to be delivered in a way that felt engaging, not overwhelming. We designed a lightweight gamified layer within the app that rewarded users for learning. Whether it was understanding spending patterns or diving into savings tips, users could unlock perks, like coffee or donut vouchers as they progressed. This approach gave education a sense of momentum and fun, turning financial learning into a habit-building experience that rewarded users along the way.
Every concept comes from somewhere. After research, stakeholder interviews, competitor as well as competitive research, we dive in to brainstorm. Great ideas jump out, but it sure is fun messing around at the start of a project.
For me, it’s the best part of a project.
While the core brief focused on improving the MoneyLion mobile app, we saw an opportunity to take things further. Beyond UX improvements, we brought warmth and relatability to a brand that previously felt cold and overly financial. By injecting a more human tone into the identity, rooted in real people and their real goals, we helped MoneyLion connect on a deeper emotional level with its users. We also explored how this evolved brand expression could scale, from concepting new AI-powered features to designing advertising for the financial health tool. It was a holistic shift, transforming both the product experience and the brand’s presence in market.
