Purpose Money is a personal finance brand created to help individuals achieve their financial goals with accessible and reliable lending solutions. Rooted in Purpose Financial's expertise, Purpose Money offers a modern approach to money management, focusing on providing affordable, transparent loans tailored to each user's needs.
I was responsible for designing the user experience, from initial discovery and wireframing to final UI execution. My focus was on creating an interface that not only reflected the trust and integrity of the parent brand, but also felt modern, simple, and supportive to users navigating often stressful financial decisions.
Most lending platforms overwhelm users with dense content, hidden fees, and unintuitive interfaces. Users often abandon the process due to lack of trust or confusion, especially when comparing offers or trying to understand terms.
My goal was to streamline the loan application experience into clear, guided steps that reduce friction and improve user confidence. I designed intuitive form flows, used progressive disclosure to reduce cognitive load, and implemented visual cues and illustrations to humanize the experience. Every decision, from color hierarchy to micro-interactions, was made with user clarity and empathy in mind.
The Purpose Money brand builds on the identity of its parent brand, Purpose Financial, while introducing a unique visual flair. The logo features the familiar wavy leaf, symbolizing financial flow and growth.
This modern and cohesive design reflects both continuity and innovation, conveying trust, stability, and forward-thinking values. I played an active role in its ideation, sketching concepts and proposing elements such as the wavy leaf motif to echo the Purpose Financial identity.
I conducted competitive audits and synthesized customer pain points using stakeholder insights and user feedback. Tools like Useberry were instrumental in testing wireframes and early flows, allowing us to validate assumptions quickly and iterate on usability issues before high-fidelity design.
The redesigned application process reduced user drop off rates and significantly improved task completion during early testing. Users noted the clarity of steps, the calming color scheme, and the approachable tone as standout qualities. Internally, the product team reported faster onboarding and fewer customer support tickets related to application confusion.
Using Figma, I designed responsive screens for both mobile and desktop, ensuring a consistent experience across devices. I created user journeys, wireframes, and interactive prototypes in ProtoPie to demonstrate functionality and test interactions with users. Photoshop was used to optimize photography and visual assets to support the brand’s tone.
• Figma - for wireframing, prototyping, UI design
• ProtoPie - for advanced prototyping and training purposes
• Photoshop - for visual editing and content optimization
• Useberry - for testing and flow validation
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Users begin by entering their email and password, followed by multi-factor authentication (MFA) for added security. They then input their personal details, such as name, address, and SSN, and sign the agreement. Once completed, their account is successfully opened and ready for use.
When interacting with the Purpose Money prototypes, please use your physical keyboard to input text in fields, as mouse-based typing isn't supported by this software. This will ensure a smoother and more accurate experience while exploring the prototypes.
Try it hereUsers can either open a new account or log in if they already have one. The process involves entering their email and password, followed by a quick SMS verification step to ensure account security and provide a seamless login experience.
When interacting with the Purpose Money prototypes, please use your physical keyboard to input text in fields, as mouse-based typing isn't supported by this software. This will ensure a smoother and more accurate experience while exploring the prototypes.
Try it hereOnce their card arrives, users can easily activate it through the app by following a few simple steps. After activation, the card is ready for use, ensuring quick access to funds and a smooth user experience.
When interacting with the Purpose Money prototypes, please use your physical keyboard to input text in fields, as mouse-based typing isn't supported by this software. This will ensure a smoother and more accurate experience while exploring the prototypes.
Try it here