Designing an AI-Driven Personal Finance Experience

Case study
Published on November, 2023 · 5 min read

I had the opportunity to lead the UI/UX design for MoneyX, an AI-powered personal finance app, where I designed intuitive dashboards, streamlined onboarding flows, and implemented AI-driven insights to help users manage their finances more effectively.

View Project

Overview

MoneyX is an AI-powered personal finance management app that helps users track, manage, and optimize their finances effortlessly. The app offers a comprehensive suite of financial services, from investment and banking to credit management, insurance, and renewable energy partnerships. The goal was to create a unified, intuitive, and engaging experience that simplifies complex financial information and empowers users to make informed financial decisions.

Role

Senior UI/UX Designer – Worked on the end-to-end design process, including user research, wireframing, prototyping, usability testing, and visual design. Collaborated with product managers, developers, and stakeholders to ensure a seamless, scalable, and technically feasible user experience.

Problem

Managing personal finances can be overwhelming, especially when users have multiple accounts, loans, credit cards, insurance policies, and investment goals. Many financial apps either focus on a single service or present information in confusing, cluttered ways.

For MoneyX, the challenge was designing a cohesive platform that consolidates diverse financial services into one seamless experience. This meant simplifying complex data, making AI-driven insights actionable, and providing a clear, intuitive interface for both novice and advanced users. Integrating third-party services like CTOS, Credit Bureau Malaysia, and renewable energy partners added complexity that needed to be invisible to the user but functional behind the scenes.

Scope / Features Designed

Investment – Tailored investment options with AI-driven recommendations
Bank Account – Streamlined account management and banking services
Credit Card – Easy application and visual insights on spending
Loan – Simplified personal and financing options
Insurance – Personalized insurance recommendations and policy management
Legal – E-wills and digital legal services integrated
Credit Profile – Insights powered by CTOS and Credit Bureau Malaysia
Renewable Energy – Partnerships for sustainable energy investments

Design Thinking Process

1. Empathize

Conducted interviews, surveys, and observational research with MoneyX users to understand their needs. Pain points included confusing navigation, overwhelming data, and difficulty accessing actionable insights. Created personas representing both novice and advanced users.

2. Research

Analyzed competitors like Mint and RinggitPlus, studied local banking trends, and mapped user journeys across all services to find friction points.

3. Ideation

Collaborated with stakeholders to brainstorm dashboards, onboarding flows, AI-driven recommendations, and clear visualizations. Multiple concepts were sketched to make complex financial services approachable.

4. Develop

Translated concepts into wireframes and interactive prototypes for all features. Iterative testing ensured consistency in design language, hierarchy, and usability.

5. Testing

Conducted moderated and unmoderated usability testing. Feedback informed several iterations, simplifying navigation, improving readability of AI insights, and streamlining multi-service interactions.

Outcome

Over two years, MoneyX achieved measurable results:

Increased engagement with core features, investments, banking, and credit management
Streamlined onboarding reduced setup time by 30% and increased first-week retention
App made complex financial decisions easier and more approachable

Tools Used

Figma – Wireframing, prototyping, design reviews
Photoshop / Illustrator / After Effects – Visual assets, icons, animations
Tailwind CSS – Design consistency and developer handoff
Miro / FigJam – Brainstorming, journey mapping, ideation
Maze – Moderated and unmoderated usability testing
Analytics Tools – Google Analytics / In-app analytics for feature engagement tracking