Bloom Finance
Simplifying personal finance for millennials
Role
UI/UX Designer
Timeline
3 months
Tools
Figma, Adobe XD, Hotjar
Challenge
The Problem
Young professionals found existing finance apps overwhelming, with cluttered dashboards and jargon-heavy copy that discouraged daily engagement.
Discovery
Research & Insights
Competitor teardown of 8 finance apps plus a diary study with 8 participants. Users wanted clarity over features — progressive disclosure beat dense dashboards every time.
Defined three core personas, designed a progressive disclosure model, and prototyped onboarding before high-fidelity visual design. Validated flows with moderated usability tests.
Deliverables
Key Screens & Flows
Selected frames from the final experience — presented in context, not as loose screenshots.
Evolution
Before & After
Before
Dense dashboard with 12+ metrics on first launch and jargon-heavy labels.
After
Calm home view with three primary actions and plain-language insights that unlock detail on demand.
Impact
Outcome
Daily active usage increased 2.3x post-launch. Onboarding completion improved from 52% to 78%. Featured in App Store's 'Apps We Love' section.
2.3×
Increase in daily active use
78%
Onboarding completion
★
App Store feature