Andook is an American startup in the personal financial management sector. My role was to transform complex financial data into an intuitive, accessible dashboard for everyday users.
Through comprehensive user research and iterative design, we built a clear visual identity and a user-friendly MVP that successfully raised brand awareness and streamlined asset tracking.
Personal finance tools often suffer from cognitive overload, presenting users with intimidating spreadsheets and confusing accounting jargon. The challenge for Andook was to create an interface that felt empowering rather than overwhelming.
Role: UX Designer & Researcher
Duration: 10 Months
Location: USA (Remote)
Financial terminology can be confusing. To ensure our dashboard was intuitive, we utilized comprehensive user research to simplify asset categories into clear, user-friendly labels.
Through closed and open card sorting exercises, we mapped out the mental models of our target audience, allowing us to build a streamlined Information Architecture (IA) that clearly separated Income, Expenses, and Savings without relying on complex accounting terms.
Translating the new architecture into high-fidelity screens required multiple iterations. We designed a dashboard featuring a dark sidebar for deep focus and a clean, spacious data-entry area.
We conducted remote usability testing sessions where users were tasked with logging new income sources and categorizing recent expenses.
Feedback led us to refine the visual hierarchy of the tables, emphasizing the most critical data points (date, amount, category) while tucking secondary details behind click-to-expand rows.
In addition to UX research, I developed core visual deliverables to support marketing and raise brand awareness. The goal was to establish a trustworthy, secure, yet modern brand identity.
Brand Establishment: Successfully delivered comprehensive visual assets (logos, UI elements, animations) that allowed the startup to confidently launch marketing campaigns and build immediate trust with early adopters.
Simplified Complexity: By utilizing card sorting and user research, we translated complex accounting principles into an intuitive, everyday vernacular that drastically reduced the learning curve for new users.
Scalable MVP: Delivered a fully prototyped dashboard interface that served as a clear, developer-ready blueprint for the engineering team, ensuring a smooth design-to-code handoff.
Spearheaded the end-to-end redesign of a complex B2B digital platform, translating technical offerings into an engaging user journey.
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