EMMA FINANCE
A late-stage pitch concept exploring how a major money management app could integrate savings tools without increasing cognitive load.
- CLIENT
- Emma Finance (Pitch Concept)
- ROLE
- Product Design
- SERVICE
- Feature Concept, App Design
THE PRODUCT CHALLENGE
Savings tools often arrive as extra screens, extra choices, and extra guilt.
The brief was to add financial capability without adding cognitive load to an already data-dense money-management surface.
SYSTEM & EXECUTION
The concept treated savings as a quiet, low-load overlay on existing behaviours rather than a new destination.
By restraining interaction density and using a character-led visual system, the prompts, language, and visual hierarchy stayed entirely secondary to the user's primary money job.
IMPACT
- Savings introduced as a frictionless layer, not a parallel product that required user re-education.
- Speculative concept successfully pressure-tested UI hierarchy and interaction density.
- Visual token system designed to sit seamlessly inside an existing money-management brand.
EMMA FINANCE gallery
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CREDABILITY
0 to 2.5 Million Users. Founding product designer for a regulated fintech platform. Led the end-to-end design ecosystem from day zero through to mass market scale.
REPDAILY
103 Days to Launch. A camera-based fitness tracker built by a two-person team using an AI-assisted engineering workflow. Currently handling 300 active users with a 15% paid conversion rate as we transition into the v1.5 build.