INDUSTRY:
Financial Technologies
CLIENT:
TheMoneyGroup
YEAR:
2019/2023
EXPERIENCE:
Brand, App, Full Scale Production
CredAbility
about.
Overview
CredAbility is a UK-based fintech platform helping over 2 million users access free credit scores, financial tools, and personalised insights. The goal is to empower users to take control of their financial future through open banking and smart design.
Over a multi-year collaboration, I led UX and product design efforts from MVP to full feature expansion, including credit tracking, dark web monitoring, and real-time financial data integration.
My Role as Product & UX Designer
I partnered across multiple teams to lead product design, define user flows, prototype core features, and deliver intuitive, compliant interfaces from idea to release.
Timeline & Product Evolution
Year 1 (2019–20): MVP design & release—onboarding, dashboard, credit score tracker
Year 2: New services—credit card offers, brand evolution, dark web monitoring
Years 3–4: Real-time banking data, gamification tests, signup funnel optimisation
challenge.
Core Objectives
Build an intuitive app experience focused on financial empowerment
Leverage open banking to personalise insights and offers
Deliver trust and clarity through compliance-led UX
Scale design across features, devices, and evolving brand needs
I worked alongside:
CRM & Content
Managed email comms and campaigns
Built signposting journeys for users
Ensured language, tone, and flows aligned with regulations
Frontend Developers
Worked closely on prototypes and handoffs
Designed user flows and reusable components
Managed asset libraries and UI consistency
Product Owners & Backend
Helped define and prioritise the roadmap
Mapped API-driven UX for data-driven features
Supported evolving technical requirements
Design Approach
Our design process combined iterative sprints with direct user feedback and testing. We balanced business needs with behavioural design to drive clarity and confidence.
Tools & Methods
Design: Adobe XD
User Testing: Maze
Analytics: Mixpanel
Insight & Mapping: Miro, Hotjar
results.
Impact
CredAbility launched with a successful MVP and quickly grew into a full-service credit platform. Key outcomes included:
Weekly credit score updates and user-friendly dashboards
Personalised financial recommendations via open banking
Advanced features like dark web monitoring and usage alerts
A platform trusted by over 2 million members and growing
testimonial.
"Ashley was a key partner in shaping the user experience at CredAbility during a crucial phase of growth. His ability to translate complex data and user research into clear, intuitive design solutions was consistently impressive. We worked closely across UX, product strategy, and user engagement initiatives, and I always appreciated his collaborative mindset and attention to detail. Whether prototyping a new feature or refining the customer journey, Ashley brought a calm, thoughtful approach that made a real impact. He’s a great designer—and a great person to have on a team."
David Selby
Senior Growth & Product Manager
