Finch

The challenge

People wanted to understand their spending without feeling judged by it. The existing app buried the numbers that mattered under dense tables and jargon, and new users churned within the first week.

Approach

• 01Ran 12 moderated interviews to map how people actually think about money week to week.
• 02Reframed the home screen around a single question — “am I on track?” — instead of raw balances.
• 03Built a component library so the team could ship consistent screens three times faster.
• 04Prototyped and usability-tested three onboarding flows before committing to one.

Outcome

The redesign shipped to 40k users. Week-one retention rose and support tickets about “where do I find…” dropped sharply.