GloriFi
GloriFi was a pro-America fintech startup providing credit cards, banking products, insurance, brokerage, and mortgage services, empowering users to align their finances with their values. I joined as a consultant to define the desktop and mobile banking experience across these services, with a special focus on brokerage features such as accounts, checking & savings, fractional shares, market, limit, and stop-loss orders, including ETFs and stocks.
Agency
GloriFi
Role
Sr. Lead Product Designer, Scrum Master, Vendor liaison
Services
UI, UX, UR, Fintech SME
GloriFi aimed to provide a conservative alternative to mainstream financial institutions by offering recommendations and personalized financial services, including credit cards, insurance, checking, savings, and mortgages. The goal was to enhance traditional banking experiences by simplifying routine banking tasks. GloriFi recognized that many banking websites had become overly complex with poorly organized features, losing sight of the user experience and the needs of their audience.
Building GloriFi required implementing standard industry practices, including comprehensive competitive research and detailed wireframe concepts to develop complete end-to-end UI flows. Focusing on a mobile-first approach, presented challenges but was essential for effective problem-solving. By applying principles like Occam's Razor, we aimed to create simplified and streamlined user experiences.
To complete the project for GloriFi, we developed hundreds of wireframes and UI mockups to cover both happy and unhappy paths. Understanding our audience was crucial, especially in tailoring the mobile application experience to meet their needs. We looked to modern banking apps like Stash, Revolut, and Robinhood, which exemplify the styling and functionality that bring banking into the modern era. Competitive research helped us identify the strengths and weaknesses of these experiences, guiding us in shaping a streamlined, user-friendly interface for GloriFi's unique market.
