WealthyPlanet
Solving Canada's Debt Crisis
Solving Canada's Debt Crisis
Or: you can lead a horse to water, but can you make them drink?
This was my experience as the sole product designer at a Canadian fintech startup. The founders, with decades of experience in the field, had the vision of using AI to make high-quality financial planning and advice available for everyone.
As with all case studies, many of the lumps and bumps you inevitably encounter at a startup were glossed over here for a smoother narrative.
This was my experience as the sole product designer at a Canadian fintech startup. The founders, with decades of experience in the field, had the vision of using AI to make high-quality financial planning and advice available for everyone.
As with all case studies, many of the lumps and bumps you inevitably encounter at a startup were glossed over here for a smoother narrative.
This was my experience as the sole product designer at a Canadian fintech startup. The founders, with decades of experience in the field, had the vision of using AI to make high-quality financial planning and advice available for everyone.
As with all case studies, many of the lumps and bumps you inevitably encounter at a startup were glossed over here for a smoother narrative.
My Role
UX Designer, branding
Team
John- PM
Andrei- Lead Dev
Johayer, Razi- Front End
Cyrus, Eric- Consulting
Timeline
May - October 2024
Tools
Figma, Miro
Highlights
Personal Financial Assistant
ABI delivers personalized plans, answer financial questions 24/7, democratizing professional financial advice and planning.
Tailored Financial Plan
Users get interactive charts showing lifetime earnings, debt reduction, savings growth, and future cash flow projections, giving them a visual roadmap of their future.
To-Do List
Sticking to a financial plan is hard. ABI makes it easier by helping users stay motivated, track progress, and build better financial habits.
The Decision Lab
Planning for the future isn’t guesswork anymore. This feature allows users experiment with financial choices and visualize the long-term impact before making a move.
Discover
Discover
Beta Testing Feedback
By the time I had joined the team, the MVP had already been completed, and informal user testing was underway to evaluate how well it communicated financial insights without direct advisor support.
People were confused at the large amounts of charts/graphs we presented with little explanation. These charts were standard in the financial planning industry, but without one crucial element: the human advisor themselves to explain them.
However, the biggest challenge was getting people to follow through on the financial advice and actions.
People were confused at the large amounts of charts/graphs we presented with little explanation. These charts were standard in the financial planning industry, but without one crucial element: the human advisor themselves to explain them.
However, the biggest challenge was getting people to follow through on the financial advice and actions.
People were confused at the large amounts of charts/graphs we presented with little explanation. These charts were standard in the financial planning industry, but without one crucial element: the human advisor themselves to explain them.
However, the biggest challenge was getting people to follow through on the financial advice and actions.
Discover
Discover
Literature Review
With further user feedback, the core issue became clear: it’s incredibly difficult to get people to take action- especially when it comes to managing their finances.
Looking for ways to address this solution, I turned to our CEO, who had delivered hundreds of such presentations; he had a strong instinct for what resonated with people and which visuals were most effective.
I also turned to the financial planning industry itself, reading books and watching videos from professionals in the industry. These planners had spent years refining techniques to build trust and establish credibility with clients.
With further user feedback, the core issue became clear: it’s incredibly difficult to get people to take action- especially when it comes to managing their finances.
Looking for ways to address this solution, I turned to our CEO, who had delivered hundreds of such presentations; he had a strong instinct for what resonated with people and which visuals were most effective.
I also turned to the financial planning industry itself, reading books and watching videos from professionals in the industry. These planners had spent years refining techniques to build trust and establish credibility with clients.
With further user feedback, the core issue became clear: it’s incredibly difficult to get people to take action- especially when it comes to managing their finances.
Looking for ways to address this solution, I turned to our CEO, who had delivered hundreds of such presentations; he had a strong instinct for what resonated with people and which visuals were most effective.
I also turned to the financial planning industry itself, reading books and watching videos from professionals in the industry. These planners had spent years refining techniques to build trust and establish credibility with clients.
So the question remained: what were we missing? Why were people still unwilling to follow our financial plan?
Hypothesis
Hypothesis
The Problem
Through my research, I had the following hypothesis:
Through my research, I had the following hypothesis:
Through my research, I had the following hypothesis:
My team and I agreed that these were the most critical gaps in our product that needed to be addressed in order to achieve our ultimate goal: delivering an experience equivalent to traditional financial planning.
My team and I agreed that these were the most critical gaps in our product that needed to be addressed in order to achieve our ultimate goal: delivering an experience equivalent to traditional financial planning.
My team and I agreed that these were the most critical gaps in our product that needed to be addressed in order to achieve our ultimate goal: delivering an experience equivalent to traditional financial planning.
Personas
Personas
User Segments
An important aspect of design was considering our wide range of user demographics with very different needs and motivations. Different aspects of our product resonate more with certain demographics, as the role of financial planning varies significantly depending on the stage of life you're in.
For example, it’s difficult to accurately predict the retirement withdrawal strategy for someone in their first year of university, with no idea of what their future salary could look like.
On the other hand, post retirement users have separate needs entirely, as the lifetime predicted accumulation would be useless to them.
An important aspect of design was considering our wide range of user demographics with very different needs and motivations. Different aspects of our product resonate more with certain demographics, as the role of financial planning varies significantly depending on the stage of life you're in.
For example, it’s difficult to accurately predict the retirement withdrawal strategy for someone in their first year of university, with no idea of what their future salary could look like.
On the other hand, post retirement users have separate needs entirely, as the lifetime predicted accumulation would be useless to them.
An important aspect of design was considering our wide range of user demographics with very different needs and motivations. Different aspects of our product resonate more with certain demographics, as the role of financial planning varies significantly depending on the stage of life you're in.
For example, it’s difficult to accurately predict the retirement withdrawal strategy for someone in their first year of university, with no idea of what their future salary could look like.
On the other hand, post retirement users have separate needs entirely, as the lifetime predicted accumulation would be useless to them.
Design
Design
Exploration and Iteration
As previously mentioned, the MVP of the project had already been completed. As the launch date of the product was approaching, I needed to quickly to address the problems at hand, while balancing the time and resources available.
As previously mentioned, the MVP of the project had already been completed. As the launch date of the product was approaching, I needed to quickly to address the problems at hand, while balancing the time and resources available.
As previously mentioned, the MVP of the project had already been completed. As the launch date of the product was approaching, I needed to quickly to address the problems at hand, while balancing the time and resources available.
Building reputability
People have a baseline for what they expect from a professional product. Meeting this baseline was essential, so I updated the visuals by implementing a new design system.
I also looked for opportunities to incorporate trust-building techniques used by real financial advisors—like signaling empathy and understanding.
People have a baseline for what they expect from a professional product. Meeting this baseline was essential, so I updated the visuals by implementing a new design system.
I also looked for opportunities to incorporate trust-building techniques used by real financial advisors—like signaling empathy and understanding.
People have a baseline for what they expect from a professional product. Meeting this baseline was essential, so I updated the visuals by implementing a new design system.
I also looked for opportunities to incorporate trust-building techniques used by real financial advisors—like signaling empathy and understanding.
This included subtle but impactful touches: addressing users by name, acknowledging common financial concerns, and making it clear that their situation wasn’t unique or hopeless.
This included subtle but impactful touches: addressing users by name, acknowledging common financial concerns, and making it clear that their situation wasn’t unique or hopeless.
This included subtle but impactful touches: addressing users by name, acknowledging common financial concerns, and making it clear that their situation wasn’t unique or hopeless.
Helping users understand the plan
This portion was essentially meant to take the place of a dedicated 1-2 hour meeting with a financial advisor, which was a tall order to say the least.
After iterating through several possibilities, such as a back and forth with a chatbot, or a slideshow-like format was settled on, both for being able to cut the information down into bite-sized pieces and most importantly, ease of implementation.
My supervisor's previous experience in this area was invaluable here, knowing which sections that people resonate with the most, eg. “the amount they will have by retirement is the number everyone will really care about”
This portion was essentially meant to take the place of a dedicated 1-2 hour meeting with a financial advisor, which was a tall order to say the least.
After iterating through several possibilities, such as a back and forth with a chatbot, or a slideshow-like format was settled on, both for being able to cut the information down into bite-sized pieces and most importantly, ease of implementation.
My supervisor's previous experience in this area was invaluable here, knowing which sections that people resonate with the most, eg. “the amount they will have by retirement is the number everyone will really care about”
This portion was essentially meant to take the place of a dedicated 1-2 hour meeting with a financial advisor, which was a tall order to say the least.
After iterating through several possibilities, such as a back and forth with a chatbot, or a slideshow-like format was settled on, both for being able to cut the information down into bite-sized pieces and most importantly, ease of implementation.
My supervisor's previous experience in this area was invaluable here, knowing which sections that people resonate with the most, eg. “the amount they will have by retirement is the number everyone will really care about”
Additionally, many graphs were redesigned to be easier to understand for users, and the language was simplified such as replacing “Retirement Asset Decumulation” with “Your Retirement Paycheque”.
Another subtle improvement was using the user's age instead of the calendar year on the x-axis, allowing them to conceptualize the data in a more personal way.
Additionally, many graphs were redesigned to be easier to understand for users, and the language was simplified such as replacing “Retirement Asset Decumulation” with “Your Retirement Paycheque”.
Another subtle improvement was using the user's age instead of the calendar year on the x-axis, allowing them to conceptualize the data in a more personal way.
Additionally, many graphs were redesigned to be easier to understand for users, and the language was simplified such as replacing “Retirement Asset Decumulation” with “Your Retirement Paycheque”.
Another subtle improvement was using the user's age instead of the calendar year on the x-axis, allowing them to conceptualize the data in a more personal way.
Adding flexibility
This was one of the most difficult, as it required significant changes to the backend that would mean months of rehauling code.
For example, one concern was that users wanted to keep a safety net of liquid cash in their savings account, rather than investing it. However, the calculations were set up so that the amount of cash was maximized, thus the amount invested was also assumed to be maximized.
After speaking with the developers, we realized this change wasn’t feasible within our timeline.
This was one of the most difficult, as it required significant changes to the backend that would mean months of rehauling code.
For example, one concern was that users wanted to keep a safety net of liquid cash in their savings account, rather than investing it. However, the calculations were set up so that the amount of cash was maximized, thus the amount invested was also assumed to be maximized.
After speaking with the developers, we realized this change wasn’t feasible within our timeline.
This was one of the most difficult, as it required significant changes to the backend that would mean months of rehauling code.
For example, one concern was that users wanted to keep a safety net of liquid cash in their savings account, rather than investing it. However, the calculations were set up so that the amount of cash was maximized, thus the amount invested was also assumed to be maximized.
After speaking with the developers, we realized this change wasn’t feasible within our timeline.
However, the required actions were restructured into a checklist format so that it would be more intuitive for users to understand.
Additionally, we employed behavioral design techniques, such as leveraging the fear of missing out (FOMO) and using compelling visualizations, to motivate users to follow their financial plans.
However, the required actions were restructured into a checklist format so that it would be more intuitive for users to understand.
Additionally, we employed behavioral design techniques, such as leveraging the fear of missing out (FOMO) and using compelling visualizations, to motivate users to follow their financial plans.
However, the required actions were restructured into a checklist format so that it would be more intuitive for users to understand.
Additionally, we employed behavioral design techniques, such as leveraging the fear of missing out (FOMO) and using compelling visualizations, to motivate users to follow their financial plans.
Iteration
Iteration
Testing and Iteration
Several small rounds of formative usability testing were conducted throughout the design process. After testing, the prototype was evaluated with SUS scoring, with all trials exceeding our benchmark of 68 (average usability).
Although we had success with early testers, we missing one crucial element: participants were not looking at their actual financial information, which would have an enormous effect on their attention, and could have prompted more concerns that could be addressed in the design.
However, this wasn’t as simple as inserting their real financial data into the prototype. First, it required significant manual effort to adjust the graphs and interface accordingly. Second, financial information is highly personal, and it wouldn’t have been reasonable to ask participants to share it. To address this, we created multiple realistic versions so each user segment saw a scenario that could plausibly be their own.
Several small rounds of formative usability testing were conducted throughout the design process. After testing, the prototype was evaluated with SUS scoring, with all trials exceeding our benchmark of 68 (average usability).
Although we had success with early testers, we missing one crucial element: participants were not looking at their actual financial information, which would have an enormous effect on their attention, and could have prompted more concerns that could be addressed in the design.
However, this wasn’t as simple as inserting their real financial data into the prototype. First, it required significant manual effort to adjust the graphs and interface accordingly. Second, financial information is highly personal, and it wouldn’t have been reasonable to ask participants to share it. To address this, we created multiple realistic versions so each user segment saw a scenario that could plausibly be their own.
Several small rounds of formative usability testing were conducted throughout the design process. After testing, the prototype was evaluated with SUS scoring, with all trials exceeding our benchmark of 68 (average usability).
Although we had success with early testers, we missing one crucial element: participants were not looking at their actual financial information, which would have an enormous effect on their attention, and could have prompted more concerns that could be addressed in the design.
However, this wasn’t as simple as inserting their real financial data into the prototype. First, it required significant manual effort to adjust the graphs and interface accordingly. Second, financial information is highly personal, and it wouldn’t have been reasonable to ask participants to share it. To address this, we created multiple realistic versions so each user segment saw a scenario that could plausibly be their own.
Retrospective
Retrospective
You win some, you lose some
I wish I could say these changes were a resounding success, but ultimately, many of the design updates couldn’t be implemented in time for launch. In early beta with our first few clients, the team decided to rely on human financial advisors to bridge the gap.
Looking back, this project would have benefited from having UX lead the way from the beginning, rather than addressing it later to align with the existing development work.
Financial decision-making is deeply psychological, and designing for it requires understanding behavior, trust, and emotion as much as it does data.
Still, the experience was immensely valuable. I learned what it takes to run a startup — from juggling limited resources and tight timelines to making difficult trade-offs between speed and usability. I saw firsthand how even the best ideas can be deprioritized if they don’t align with immediate business goals. On a personal level, I gained practical insight into the intersections of AI and finance, and how trust and empathy shape user experience in high-stakes domains.
I wish I could say these changes were a resounding success, but ultimately, many of the design updates couldn’t be implemented in time for launch. In early beta with our first few clients, the team decided to rely on human financial advisors to bridge the gap.
Looking back, this project would have benefited from having UX lead the way from the beginning, rather than addressing it later to align with the existing development work.
Financial decision-making is deeply psychological, and designing for it requires understanding behavior, trust, and emotion as much as it does data.
Still, the experience was immensely valuable. I learned what it takes to run a startup — from juggling limited resources and tight timelines to making difficult trade-offs between speed and usability. I saw firsthand how even the best ideas can be deprioritized if they don’t align with immediate business goals. On a personal level, I gained practical insight into the intersections of AI and finance, and how trust and empathy shape user experience in high-stakes domains.
I wish I could say these changes were a resounding success, but ultimately, many of the design updates couldn’t be implemented in time for launch. In early beta with our first few clients, the team decided to rely on human financial advisors to bridge the gap.
Looking back, this project would have benefited from having UX lead the way from the beginning, rather than addressing it later to align with the existing development work.
Financial decision-making is deeply psychological, and designing for it requires understanding behavior, trust, and emotion as much as it does data.
Still, the experience was immensely valuable. I learned what it takes to run a startup — from juggling limited resources and tight timelines to making difficult trade-offs between speed and usability. I saw firsthand how even the best ideas can be deprioritized if they don’t align with immediate business goals. On a personal level, I gained practical insight into the intersections of AI and finance, and how trust and empathy shape user experience in high-stakes domains.
Let's start creating together
© Amber Zhuang 2025. All Rights Reserved.
Let's start creating together
© Amber Zhuang 2025. All Rights Reserved.
Let's start creating together
© Amber Zhuang 2025. All Rights Reserved.