Pefin
Overview
Pefin’s B2B2C mobile and web application connects financial advisors with their clients, providing a holistic financial snapshot that includes income, spending, and goals. Unlike traditional robo-advisors, the platform leverages AI to deliver tailored savings strategies and investment recommendations.
My Role & Involvement
Partnered with C-suite stakeholders to audit existing user flows and align on product vision.
Led and mentored two designers, establishing design guidelines for mobile and web.
Collaborated with product managers and data analysts to refine requirements.
Conducted usability testing with Fidelity labs to uncover friction points.
Synced daily with engineers and project managers to ensure accurate, timely delivery.
Client
Pefin
Type
Product Design
Year
2018-2019
Process
Users
Age Range: 25–55, professionals starting or growing families.
Income Bracket: $75K–$240K.
Motivations: Future-oriented, goal-driven, seeking clear financial roadmaps.
Tech Comfort: Average mobile and computer users.
Problems to Solve
Lengthy onboarding – Flow required ~75 minutes, with no ability to skip non-relevant questions.
Confusing dashboard – Users couldn’t easily locate their promised financial report.
Lack of trust signals – Missing security indicators caused early drop-offs when linking accounts.
Proposed Solutions
Progressive disclosure – Shorter, event-based flows that adapt to user scenarios.
Early value delivery – Bite-sized insights and rewards during onboarding to sustain motivation.
Dashboard redesign – Clear visibility into financial reports, tasks, and personalized goals.
Gamification & content – Quests, reminders, and educational resources to drive engagement.
Security assurance – Clear security badges and messaging to reinforce data safety.
Business Impact
Reduced onboarding time from 75 minutes to 3 minutes.
Increased user engagement and return rates via content and gamification.
Raised satisfaction scores from 1.5 to 4.0.
Established scalable design system components for future expansion.
Outcome
The redesigned app reduced onboarding from 75 minutes to just 3, improved trust through clearer security cues, and delivered immediate value with a meaningful dashboard and gamified engagement. Clients now access personalized financial reports faster and with greater confidence, while advisors benefit from more accurate, actionable data. The scalable design system set a strong foundation for future growth and positioned Pefin as a forward-thinking leader in AI-powered financial planning.
