The Problem: A Crisis of Trust

FLIT Invest had a technical product that worked, but a design that didn't. Our research identified three critical business blockers:

1. Brand Friction: 92% of interviewed users felt the branding was "unprofessional," causing them to favor competitors like Robinhood (78% preference).
2. Navigation Debt: Usability testing showed users consistently failed to find the "Deposit" action within 30 seconds.
3. Complexity Barrier: Complexity Barrier: Beginner investors felt "overwhelmed" by static, data-heavy graphics that lacked interactivity.

Before rebranding

Before Redesign (FLIT Mobile)

The Strategy: Designing for Clarity

I moved the project from "making it look better" to "making it work faster."

• Constraint Handling: We had to maintain existing backend data structures while completely changing how that data was visualized.
• The "Quick-Action" Pivot: Based on research findings, I prioritized a "Quick Transfer" button globally to solve the primary navigation pain point.
• Interactivity as Education: I replaced static charts with a clickable doughnut chart system. This wasn't just an aesthetic choice; it was a UX solution to help beginners explore their "Investment Themes" without cognitive overload.

After Rebranding

After Redesign (FLIT Mobile)

The Messy Middle: Overcoming Challenges

Challenge: Designing for "Sustainability" is often vague. Users didn't feel like their money was actually doing anything.

Solution & Trade-off: We debated between showing deep technical whitepapers vs. high-level summaries. I pushed for a Circular Progress Impact Bar. It sacrificed deep technical data for immediate emotional feedback—showing users the "yearly impact" of their dollars at a glance. This trade-off significantly improved user sentiment in follow-up testing.

The Outcome & Impact

• Systemic Efficiency: Delivered a comprehensive Design System that reduced engineering hand-off time by 30% for future feature releases.
• Improved Usability: Reduced the deposit flow from 5 clicks to 2, directly addressing the core friction point identified in research.
• Strategic Growth: The new "High-Trust" visual identity successfully positioned FLIT as a contemporary competitor in the B2C fintech space.