Fynny: Designing Financial Freedom
An AI-powered platform simplifying debt management and empowering young adults with actionable insights and engaging financial education.
Fynny, a Netherlands-based financial startup, empowers young adults to take control of their finances by simplifying processes, enhancing financial literacy, and making debt management accessible. Combining behavioral science with technology, Fynny builds confidence, fosters better habits, and supports effective debt reduction to transform financial health.
My Role
UX Researcher
Strategist
Product Designer
Duration
12 weeks
(Sep - Nov 2024)
Collaborators
Team of 4 Product Designers
The Problem
How might we empower young adults to manage their finances effectively by addressing limited financial literacy, poor debt habits, and the stigma of seeking help, while simplifying financial management and making it less intimidating?
The Solution
A transformative platform that simplifies debt management and financial education through AI-driven insights, personalized guidance, and engaging, actionable tools, streamlining processes and making it easier for young adults to confidently manage their money.
Seamless Onboarding
Fynny provides a seamless onboarding experience for young adults, using simple steps and personalized questions to help users set up accounts, input debt details, and link financial institutions—making financial management stress-free from the start.
Personalized Financial Insights
With AI-driven tools, Fynny delivers tailored financial insights through debt tracking, budget summaries, and interactive dashboards, enabling users to make informed decisions while maintaining a clear financial overview.
Engaging Financial Education
To build better financial habits, Fynny integrates gamified learning through quizzes, interactive lessons, and story-driven insights, making financial education engaging and empowering users toward financial independence.
Process
Initial Market Research
Through exploratory research and stakeholder interviews, it revealed key pain points, such as difficulty managing debt for basic expenses, a lack of financial literacy, and the cultural stigma around seeking financial help. These insights guided our approach in designing Fynny’s features.
Ecosystem map
To understand the connections between stakeholders I mapped out a network that shows how they affect Fynny and the core user group.
User Insights & Business Alignment
Through in-depth user interviews and client onboarding, I gathered insights into users' financial situations and behaviors while underlining company’s goals.
Business Goals
Restoring Financial Control
Making Financial Literacy Accessible
Simplifying Finance with AI & Mobile
Insights from case studies and competitive audits
Micro-learning works best for financial education.
Using shorter tips and interactive methods helps users learn effectively.
Progress Information enhances users control and situational awareness.
Continuous progress information of their financial journeys helps users see a cohesive overview of finances and upcoming actions.
Simulators helps users make an informed financial decision.
Providing options for users to input personal and contextual financial information helps them make informed decisions.
Opportunity Areas
Addressing specific pain points in managing finances with practical and effective solutions.
Turning Design Intent into Actionable Features
Based on key problems, I defined the design intent, allowing me to map out essential designer actions and align them with high-level features for maximum impact.
User Journey
Mapping the user’s scenario based on their needs and situation helped prioritize key features and establish a seamless, optimized flow by ensuring logical connections and usability.
1. Notification Alert
The user receives a prompt to review and confirm changes to their payment plan.
2. Review Debt & Budget Breakdown
They assess their current debt progress and budget to understand the impact of adjustments.
3. Explore Payment Plan Options
Using an integrated calculator, they evaluate different repayment scenarios.
4. Make Adjustments
The user updates or confirms their plan based on financial goals and feasibility.
5. Confirmation & Tracking
The updated plan is saved, with a clear view of how the changes affect their debt timeline and financial health.
Evaluative Research - Part 1
Card Sorting
We conducted a card sorting exercise with 8 participants, where they were asked to categorize 20 features into sections like Home, Profile, and Navigation Bar and others. This helped us gain insights into user behavior and how they mentally organize the website's content.
Card Sorting Dendrogram
Feature Clustering Matrix
Findings :
Users expect the home page to focus on essential financial tracking and progress updates.
Micro-learning is closely associated with interactive quizzes and financial education.
Building a Logical Flow
The information architecture was designed to prioritize key use cases within navigation while ensuring logical relationships among features, validated through card sorting exercise.
Evaluative Research - Part 2
A/B Testing Early Wireframes
We performed A/B testing with 8 participants, assigning two tasks to observe trends, drop-off rates, and task success rates. This allowed us to evaluate the effectiveness of the Information Architecture (IA), navigation, and page contents in enhancing user experience.
65.3% Mis-click rates
37.5% Drop-off rates
0% Direct success rates
I observed when features were not clearly displayed on main pages, causing users to struggle in locating options and ultimately failing to achieve their goals.
50% direct success rates
indicating that when all features were clearly displayed on the home page and properly linked to relevant pages, users achieved their goals more quickly and easily.
Sankey Diagram for User Navigation
Hi - Fidelity Prototypes
Understand User Behavior A short quiz categorizes users based on financial habits and behaviors.
Effortless Integration Enables linking third-party debt and bank accounts for a complete financial overview.
Onboarding
Seamless Onboarding Introduces users to Fynny’s key features and capabilities for better engagement.
Personalized Insights Provides a quick financial summary tailored to the user’s data.
Financial
Dashboard
AI-Powered Financial Guidance Fynny leverages past spending patterns to provide tailored budget recommendations, ensuring efficient expense allocation within categorized budgets.
Financial Awareness & Insights Interactive graphs and real-time progress trackers provide a clear breakdown of spending patterns.
Engagement & Motivation Daily Fynbit learnings and success stories empower users, boosting confidence in financial decision-making.
Proactive Payment Management A structured overview of upcoming payments, supported by AI-driven tools like the Fynny bot and calculator.
Gamified
Micro - Learning
Gamified Learning Experience Interactive financial education makes complex topics accessible and engaging
Bite-Sized Financial Insights Concise, digestible content enhances understanding and encourages active participation.
Smart Personalised
Insights
Debt & Loan Simulator Allows users to calculate potential debt based on changes in monthly payments, interest rates, and other factors.
Strategic Repayment Guidance Fynny suggests optimized repayment strategies based on user inputs in the simulator.
Monthly & Weekly Summaries – Track spending trends, savings, and income fluctuations over time.
Feedback & Reflections
" You've truly captured my vision for Fynny, from the visuals to the journey. It's incredible work, and I’m excited to see this develop! "
Hayat Essakkati , Founder of Fynny
Prioritizing Research Quality
When time is limited, focusing on high-quality insights is more valuable than a large sample size.
Aligning User and Business Needs
Balancing user needs with business priorities requires framing ideas in a way that resonates with stakeholders.
The Power of Asking Questions
Deep understanding comes from continuous inquiry, clarity emerges through asking the right questions.
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