OVERVIEW
FinPath Dashboard - Fintech Platform Redesign for AI Adoption
A financial wellness platform used by public sector employees across the U.S. to gain financial education, advice, and guidance to work towards financial freedom.
CLIENT/COMPANY
TCG, a HUB International company
ROLE
Lead Product Designer
TIMELINE
Jun 2024 - Mar 2025
TOOLS
Figma, Framer, WordPress
PROBLEM
Two Redesigns, One Mission: Build Clarity and Trust.
Phase 1
cluttered experience
Initially, the dashboard offered a wide range of valuable tools: coaching, calculators, articles, and financial education, but the interface was chaotic. Nothing felt connected.
Problems
UX Insights
Coaching was underbooked
No clear CTA or path to book support
Users dropped off early in onboarding
The quiz felt like a barrier, not a help
Most tools were ignored
No mental model or progress logic
Dashboard lacked narrative
No sense of stages or journey
Design Goal: Bring order to the chaos with personalization, structure, and simplicity.
phase 2
the ai pivot
Midway through, we adopted TIFIN @Work, a real-time financial AI tool. It changed both the strategy and the emotional stakes.
New Problems
Trust-Centered Design
AI felt unfamiliar or intimidating
Introduce softly, with benefit-first copy
Users wanted to keep human options
Keep coaching highly visible and accessible
STEPScore quiz became redundant
Shift quiz logic into AI onboarding flow
Coaching & courses needed recontextualizing
Align tools under 3 clear paths of help
the idea
Our mission was to transform FinPath from a tool buffet into a focused financial guidance platform.
Our core objectives were to:
Clarify the experience: Make it obvious what steps users could take and why they mattered
Drive engagement with coaching: Help users see the value of scheduling sessions and joining live guidance
Make personalization feel seamless: Use data to suggest tools without overwhelming the user
Increase retention: Create a reason for users to return and track progress
Adapt to evolving tools: Future-proof the design and trust for emerging features, including AI, with our audience
DESIGN PROCESS
Empathize
Define
Ideate
Prototype
Test & Iterate
Validate
AUDIENCE
Designing for Time-Strapped Educators Seeking Financial Peace
WHO THEY ARE
FinPath serves public sector workers, primarily K–12 school district employees, including teachers, administrators, and support staff. These users often juggle multiple responsibilities and face complex financial realities.
They’re not “tech-first” users. They’re pragmatic, protective of their personal information, and often unfamiliar with or hesitant toward AI-powered experiences.
They’re not looking to become financial experts; they want clear, trustworthy guidance that respects their time and helps them feel more in control of their financial future.
Personas
JANELLE, 34, TEACHER
Pain Points:
Doesn’t know which tools apply to her situation
Feels overwhelmed by financial terms and jargon
Hesitant to talk to a coach out of fear of judgment
Goals with FinPath:
Get quick, relevant help based on her financial stage
Learn how to pay off loans and save for retirement
Use tools that feel supportive, not intimidating
RON, 45, DISTRICT ADMINISTRATOR
Pain Points:
Rarely has time to explore the platform during work
Finds the dashboard cluttered and hard to navigate
Doesn’t trust AI to give him the same depth as a coach
Goals with FinPath:
Quickly find what’s relevant to him and his goals
Get answers fast, ideally without booking a call
Recommend tools to staff with confidence
TIFFANY, 29, SUBSTITUTE TEACHER
Pain Points:
Doesn’t feel “financially literate” enough to use the platform
Has bounced between part-time jobs with little stability
Sees FinPath but doesn’t know what to click or why
Goals with FinPath:
Understand her financial baseline
Get small, personalized recommendations
Avoid feeling judged or overwhelmed
WHO THEY ARE
Across personas, three needs came up consistently:
Clarity on what the tool is and why it’s helpful
Control over how they engage with AI vs. human support
Confidence that the guidance is safe, personalized, and designed for them
Our design needed to make FinPath feel like a financial mentor, not a maze.
RESEARCH
Turning Confusion Into Insight and Insight Into Structure
APPROACH
To move beyond surface-level fixes, we needed to deeply understand why users weren’t engaging, not just what they were clicking (or skipping). We combined platform analytics with user sentiment to uncover where the experience broke down.
We asked two key question:
“What stops a user from taking confident action when they land in FinPath?”
"How would they respond to a new AI-driven experience they didn’t ask for?"
METHODS
Our research blended qualitative feedback and behavioral data:
Past platform analytics: Used to map drop-offs and underutilized tools
User surveys: Gathered direct feedback on friction points and trust gaps
Stakeholder interviews: Captured business goals from product, marketing, and coaching leads
Competitive analysis: Benchmarked against SoFi and other fintech experiences
Design audits: Evaluated the old dashboard’s visual hierarchy, flow, and affordances
Due to privacy constraints, all research data was anonymized and kept internal.
key insights
Insights
Design Decision
“I don’t know what these tools are or how they help me.”
Introduced 3-card navigation with descriptions and icons for each financial path
"I have to take a long quiz to access the dashboard."
Deferred the STEPScore quiz to the AI tool’s onboarding and reduced question load
“I don’t trust new tech right away.”
Introduced the AI tool through soft language and optional entry, with human help nearby
“I don’t know what’s changed since I last visited.”
Added a persistent STEPScore banner and logic for returning users vs. new users
reframing the problem
Early on, we realized this wasn’t just a navigation issue; it was a mental model issue. Users weren’t failing to complete tasks because the UI was broken. They were failing because the experience didn’t align with how they think about financial help.
We weren’t just redesigning a dashboard.
We were helping people choose their financial path with confidence.
That meant shifting from tool delivery to decision empowerment and from technology-first messaging to trust-centered storytelling.
For AI to work, users had to feel like they were choosing help, not being handed a black box.
IDEATION
From Tool Overload to Path-Driven Clarity
phase 1
personalization design
In the early phase of the project, our goal was to bring order to the chaos. We needed to introduce hierarchy, help users understand their financial stage, and personalize the experience.
We anchored our strategy around the STEPScore quiz, a guided assessment that would evaluate a user’s financial well-being and surface tailored tools and courses. To support this, we:
Redesigned the dashboard UI with improved spacing, visual hierarchy, and modern components
Mapped user flows for first-time vs. returning users
Introduced micro-moments during onboarding to educate without overwhelming
Built a coaching logic model that matched users with dedicated coaches based on quiz results
turning point
Midway through the project, we adopted TIFIN @Work, an AI tool capable of delivering personalized financial guidance in real time. This changed everything.
The platform no longer needed to guess what tools a user might want; the AI could now suggest them with context. That allowed us to remove entire layers of complexity and rethink how we presented FinPath as a whole.
We quickly realized the AI tool couldn’t be introduced like a feature drop. It had to feel gentle, optional, and supportive, not like a system taking over.
That meant:
Avoiding the term “AI” in initial microcopy
Designing warm, outcome-driven language (“Get personalized help”)
Ensuring coaching stayed visible as a complementary path
Embedding personalization gradually, not forcing it upfront
phase 1
design around trust
We took a step back and reframed the dashboard’s job:
Instead of surfacing tools, it needed to help users choose how they wanted to receive guidance.
We redesigned the homepage into a 3-card layout, with each card representing a distinct, trust-calibrated path:
AI Guidance – for fast, intelligent suggestions
Coaching – for human support
Courses – for self-paced financial learning
Each path was:
Clearly described in plain language
Framed around outcomes, not technology
Tied to different comfort levels, from automated to human
We also replaced mandatory onboarding steps with optional, embedded entry points — like a shortened quiz inside the AI assistant, and clear live coaching CTAs.
IDEAS EXPLORED
Idea
Notes
Status
STEPScore Quiz-First Onboarding
Required up front to personalize tools
Kept initially, later deferred to AI onboarding
3-Card Dashboard Layout
AI, Coaching, Courses as distinct paths
Kept — became core structure
Live Coaching Access Point
Added a real-time option alongside scheduling
Kept — improved engagement
Personalized Banner for Financial Stage
Displayed user’s current quiz results
Cut — became unimportant the AI tool's memory
Financial Tool Platform
Broad label for calculators, resources, etc.
Cut — too vague, unclear purpose
ideation outcome
The redesign evolved from “make it modern and personalized” to “make it feel safe, supportive, and effortless.”
Phase 1 laid the groundwork: onboarding, quiz logic, coaching flows.
Phase 2 reframed the experience: clear paths, contextual guidance, and emotional trust.
phase 1
user flow
phase 2
user flow
TESTING
Validating Two Redesigns in Two Very Different Worlds
phase 1
approach
During the first redesign, our focus was on improving engagement through personalization, better onboarding, and clearer access to coaching.
We ran a series of internal usability tests and stakeholder walkthroughs to validate the effectiveness of our early ideas.
Phase 1
what we tested
Focus Area
What We Looked For
STEPScore Onboarding
Could users complete the quiz without drop-off or fatigue?
Coaching Assignment Flow
Did users understand how they were matched with a coach?
Dashboard Hierarchy
Could users distinguish between tools, courses, and coaching?
Returning User Logic
Did users know what to do when they came back?
Banner System
Did the STEPScore banner feel helpful or ignorable?
phase 1
ITERATION FROM
FEEDBACK
Feedback
Iteration
Users liked the concept of a financial “score,” but felt the quiz was too long
Reduced quiz length
Coaching flow worked well, especially for first-time users
Streamlined coaching logic to better handle rebookings
Tools and courses were hard to differentiate; many skipped over them entirely
Flagged tool sprawl as a deeper design issue
The persistent banner helped returning users re-engage, but became repetitive for power users
Set the stage for a future shift toward clearer pathways
phase 2
approach
With the integration of TIFIN @Work, we had to test not just interactions, but emotions. Would users trust this new way of receiving guidance?
We ran moderated tests using prototypes of the 3-path layout and AI entry flow, focusing on tone, clarity, and confidence.
phase2
what we tested
Focus Area
What We Looked For
3-Card Navigation
Could users understand the differences between AI, Coaching, and Courses?
Microcopy & Labels
Did users understand what they were clicking into and why?
AI Entry Flow
Did users feel in control, not forced into automation?
Quiz Timing
Was the lighter, embedded quiz experience easier to complete?
Live Coaching Access
Did users notice and prefer “Join Now” over “Schedule Later”?
phase 2
ITERATION FROM
FEEDBACK
Feedback
Iteration
“I’m not sure which card to start with.”
Added microcopy under each card to describe the experience (e.g., “Smart financial help from AI”)
“This assistant feels cold, is it secure?”
Reframed AI with warm, non-technical language
“Do I have to talk to a bot?”
Emphasized choice: human coaching always visible
“Quiz still feels like a lot.”
Deferred quiz deeper into AI flow, made it skippable
testing takeaways
Hierarchy wins over novelty.
Users defaulted to the clearest option. The 3-card layout helped them orient quickly.
Live coaching needs to feel immediate.
“Join Now” had a stronger conversion than “Schedule Later”, so we gave it visual priority.
AI needed a soft entry.
Framing, not features, was the unlock. By shifting focus to outcomes and using less technical language, trust improved.
Onboarding still had to earn attention.
Whether via quiz or assistant, users appreciated frictionless entry, so we made everything feel lightweight and optional.,
SOLUTION
Designing a Financial Guide Users Could Actually Trust
Phase 1
solution
Our first redesign wasn’t about AI; it was about clarity.
We took a dashboard overflowing with tools and restructured it into a clear, guided experience centered around the user’s financial readiness. At the heart of this version was the STEPScore, a quiz designed to assess a user’s current financial health and recommend the right next steps.
Key elements included:
STEPScore Quiz Integration
Users began their journey by taking a financial readiness quiz. Their score informed what tools, courses, and coaching pathways we suggested.Coaching Flow Logic
First-time users were auto-matched with a coach; returning users saw rebooking prompts.Persistent Guidance Banner
The user’s score and recommended actions were visible across the dashboard to create a sense of continuity and momentum.Tool Reorganization
Calculators, articles, and courses were grouped by goal, retirement, debt, and budgeting, to reduce decision paralysis.
This version increased coaching sign-ups and added structure, but as the product evolved, it became clear that STEPScore alone couldn’t scale personalization in the long term.
phase 2
solution
Halfway through the project, we adopted TIFIN @Work, a white-labeled AI tool capable of delivering real-time, personalized financial advice. This marked a major shift not just in functionality, but in how we framed the platform’s purpose.
We weren’t just giving people tools anymore.
We were giving them a guide.
the new experience
To keep the experience approachable, we replaced the dense homepage with three simple, outcome-driven paths:
Path
Description
AI Financial Guidance
Real-time, smart help via conversational assistant, positioned as quick, private, and adaptive
Coaching (Live or Scheduled)
For those who wanted human support, now easier to access and differentiated by user type
FinPath University
Self-paced learning modules, anchored by quiz or AI data to guide discover
why the changes worked
Feature
Redesigned Version
Quiz Onboarding
Folded into AI onboarding with fewer, easier questions
Tool Discovery
No longer needed, AI handled recommendation logic
Microcopy & Labels
Shifted to soft, benefit-driven language (“Smart help made for you”)
Coaching Entry
Added “Join Live” button with urgency cues
Navigation Hierarchy
Users landed directly on the 3-card layout, no menu required
what made it work
What made the final version successful wasn’t complexity; it was simplicity with intention.
Clarity replaced confusion
Choice replaced assumption
Momentum replaced fragmentation
And by presenting AI as one of many equally valid paths (rather than a forced new default), we honored the real emotional and cognitive needs of our users.
RESULTS
Clarity Increased. Coaching Rose. Trust in AI Took Root.
big picture
This wasn’t just a UI polish. It was a full transformation of FinPath’s experience, across two major redesigns, that reshaped how users interacted with financial tools, coaching, and new AI technology.
Both redesigns delivered outcomes. But the second one proved what happens when UX removes friction and gives users agency.
phase 1
outcome
Significant increase in coaching sessions scheduled
More users completed financial tasks after onboarding
Higher completion of the STEPScore quiz when presented upfront
Noticeable uptick in usage of self-guided tools and calculators
“I finally understood what I was supposed to do next. The quiz made it feel like someone was paying attention.”
— User feedback, early 2025
phase 2
outcome
High engagement with the new AI guidance feature within weeks of launch
Sharp decrease in quiz drop-off after moving it into AI onboarding
Strong interest in live coaching surfaced directly on the dashboard
Higher retention among returning users due to simplified layout and contextual prompts
Reduced bounce rate from homepage and improved time-to-action for core tasks
“I didn’t even realize it was AI at first, it just felt like someone was helping me.”
— User feedback, post-AI launch
what it validated
Simplicity drives trust, especially with unfamiliar tech
Personalization feels more powerful when it’s invisible
The right entry point changes everything — from AI to coaching
Clear design turns passive users into confident participants
REFLECTION
Designing With Empathy, Pivoting With Purpose
big picture
This case study wasn’t just a UX challenge; it was a lesson in adaptability, trust-building, and knowing when to let go of our assumptions.
what i learned
1. Design Is a Conversation, Not a Deliverable
The first redesign gave us clarity and structure. But when the product pivoted to AI, I had to let go of what was working and listen again to the users, the tech, and the business.
2. AI Isn’t a Feature, It’s a Relationship
Rolling out AI wasn’t a UI challenge; it was a trust challenge. I learned that introducing AI starts with emotion, not tech specs.
3. Success Is Often Subtractive
After months of building, testing, and refining… what I’m proudest of is the three cards. That simplification turned the dashboard from a maze into a mentor.
what i'd do differently
Advocate for Leaner Testing Earlier:
The second redesign moved fast due to partner timelines. More lightweight testing upfront could’ve validated copy tone and AI positioning even faster.
Push Harder for Emotional Framing at Launch:
I wish we had introduced the new experience with a stronger emotional hook, like a story-driven walkthrough, not just UI updates. Trust grows through tone as much as structure.
closing thought
This project reminded me that product design is never just about pixels; it’s about people navigating uncertainty.
In an industry that often races to implement the newest tool, we slowed down long enough to ask, “How does this actually feel?”
And that made all the difference.
