Product & Brand Designer
2020-2024
Joining finway at its inception, I found myself in the midst of a small yet ambitious team of seven individuals. As the sole designer, my role was expansive, covering various facets of design that would eventually shape finway's brand and digital presence. Over the course of three and a half years, I witnessed and actively contributed to the remarkable growth of the company, which now boasts a thriving team of more than 60 professionals.
My design journey with finway commenced with the task of creating a brand identity from scratch. The meticulous process involved conceptualizing and designing the logo, a symbol that would embody finway's ethos and aspirations. In parallel, I developed comprehensive brand assets, ensuring consistency across all touchpoints. This early work laid the groundwork for a strong, recognizable brand that resonated with our target audience.
As finway expanded, so did the need for a dynamic and user-friendly website. I played a central role in maintaining and evolving the website design to align with the company's growth trajectory. This involved iterative improvements, responsive design implementation, and a keen focus on user experience. The result was a website that not only mirrored finway's evolution but also provided a seamless and engaging experience for visitors.
Taking charge of the UI and UX of the web application, I actively engaged in rethinking existing features and introducing innovative solutions. Features such as Liquidity Management, Travel Reimbursement, and Workflows were conceptualized and implemented, transforming the web application into a powerful financial management tool. This iterative design approach not only enhanced user satisfaction but also positioned finway as a forward-thinking player in the fintech arena.
Recognizing the increasing importance of mobile interactions, I spearheaded the development of the finway mobile app. The goal was to distill the core features into a simplified and user-friendly mobile interface. The result was a comprehensive mobile app that empowered users to manage their finances on the go. The successful launch marked a significant achievement in providing a seamless and accessible financial solution to a broader audience.
My tenure at finway was punctuated by significant milestones, each contributing to the company's market impact. Joining shortly after the team's inception, I played a pivotal role in securing the first seed financing, a critical step in realizing finway's market entry. The subsequent successful release of virtual and physical cards, alongside the mobile app, solidified finway's position in the fintech landscape. Pioneering features like travel and mileage reimbursement further reinforced our commitment to innovation, culminating in a successful Series A funding round.
Adaptability
The ability to adapt and evolve alongside the company's growth was pivotal to our success. The journey from a small team to a robust organization highlighted the importance of flexibility and resilience.
Innovation
Introducing novel features showcased finway's commitment to staying at the forefront of fintech innovation. This spirit of innovation not only kept us competitive but also addressed the evolving needs of our users.
Market Impact
From winning seed financing to Series A funding, finway's growth underscored its impact on the fintech landscape. These milestones were not just financial markers but reflections of the trust and recognition we garnered within the industry.
In conclusion, my tenure at finway encapsulates a journey of evolution, innovation, and market impact. The collaborative efforts of a dedicated team, coupled with a user-centric design approach, propelled finway into a position of prominence within the fintech industry. The case study serves as a testament to the transformative power of design in shaping the identity and success of a fintech company from its nascent stages to becoming a significant player in the market.
