Goodman
Design System for Scale
Re-imagining Simple UI for a Series B Fintech Robo-Advice Startup Growth
Problem Context
Designing Digital Advice Tools for Everyday Financial Users
Ignition Advice is an AU–UK based fintech SaaS startup delivering digital advice tools for insurers and banks. The platform serves everyday “mum and pop” users, requiring complex financial and risk modelling information to be communicated in a way that feels clear, trustworthy, and easy to understand—without overwhelming non-expert audiences.
Challenge
Complex Dashboards, Fragmented Feedback, and Inconsistent Design
The existing product experience relied on jargon-heavy dashboards and complex workflows that created confusion and reduced user confidence. Customer feedback was not clearly informing product decisions, resulting in usability issues, low feature adoption, and user drop-offs. In parallel, a lack of design consistency across the interface slowed delivery and increased design and development rework.
Approach
Simplifying Workflows Through Research-Led UX and Scalable Systems
I redesigned core workflows and dashboards in Figma and Miro, simplifying information architecture, language, and interactions to better support everyday users. Through stakeholder interviews and usability testing, I aligned UX solutions with real user behaviour and business priorities. I also built a scalable design system from scratch, establishing consistent components and patterns across the product suite, and delivered developer-ready assets and prototypes to ensure smooth handover and efficient builds.
Outcome
Reduced User Friction and a More Scalable Product Experience
The redesigned experience significantly reduced confusion and user friction, improving usability and increasing feature adoption. Stronger alignment between customer insights and product decisions helped minimise drop-offs and improve trust. The new design system reduced redundancy, accelerated delivery, and improved build quality by lowering QA rework and implementation errors.
Role: UXUI Designer
Software: Figma
Skills: UX Strategy | Wireframes | IA
Year: 2022
