Case study • The Ultimate Money Bestie | Product Design
Deck.co
Turning Raw Data Into Clear Insights
I joined Deck.co as the Founding Designer, working closely with the Founders and Engineering Team to bring the Brand and Products to life from the ground up. Deck helps Platforms and Businesses automate Provider Connections and deliver Consumption Data. My role was to translate this complex, technical proposition into a clear Brand and Product Experience. I led the End-to-End Design across Brand, Web, and Product—developing the Visual Identity, building a Scalable Design System, and designing Core Workflows, including Provider Connection, Data Monitoring, and Request Flows.
The Challenge
Deck.co helps businesses automate the flow of Data from Providers (such as Utility Providers) into their internal platforms. This includes syncing Invoices and Billing Data and transforming it into actionable Insights. The challenge was to visually communicate how this data moves, what systems it touches, and how it benefits businesses. Instead of hiding the complexity, the goal was to make the integrations and processes understandable at a glance - turning technical workflows into clear, visual stories that show Deck’s value.
PROJECT DETAILS
PROJECT GOAL
To design a product that immediately captivates users through compelling aesthetics and ease of use, while also providing ongoing value, reliability, and adaptability to their evolving needs, leading to both short-term and long-term user attachment.
BUSINESS GOALS
• User Acquisition: Address market demand effectively
• Customer Retention: Enhance customer satisfaction and loyalty.
• Competitive Advantage: Develop innovative features
and experiences that differentiate the product from competitors.
and experiences that differentiate the product from competitors.
• Data collection and analytics: Implement features that gather
user data to guide future business decisions.
user data to guide future business decisions.
METRICS
Daily Active Users
324
over first month
User Retention Rate
34%
over first month
Conversion Rate
22%
over first month
App Store Rating
5.0
over first month
USER RESEARCH
Design Strategy
I developed a visual language starting with the shape of the Deck logo. This core form inspired a modular system of geometric and 3D elements that became the foundation for visualizing how individual data points come together to form meaningful outcomes across the platform.
The Deck logo’s overlapping geometric elements represent how individual data points come together to form an intelligent data structure
I evolved this concept into a set of product icons, each built from the core geometric system to represent different products within the API ecosystem
To make the icons feel more dynamic within the user interface, I added a microinteraction - a bouncy hover animation that brings energy and highlights each product’s identity
Our team got together for a brainstorm session to define the app goals and main areas of user engagement.
We all came from different backgrounds - Design, Engineering, Finance, Marketing, so it was great to hear everyone’s perspective on key activities.
We identified our target user personas, which included young professionals, mothers balancing household finances, and women interested in long-term financial planning.
This laid the foundation for a user-centered design that would focus on education, training and empowerment.
By the end of the session, we had a clear vision that would guide us through the next steps.
We identified our target user personas, which included young professionals, mothers balancing household finances, and women interested in long-term financial planning.
This laid the foundation for a user-centered design that would focus on education, training and empowerment.
By the end of the session, we had a clear vision that would guide us through the next steps.
VISUAL DESIGN
Typography: Calibre for Clarity and Elegance
I chose Calibre as the primary typeface due to its minimalistic, clean, and elegant design, perfectly aligning with the brand’s modern aesthetic. I developed a flexible type scale, ranging from super bold for impactful headlines to more delicate weights for smaller text, achieving both clarity and visual hierarchy. This type system was optimized for consistency across the website and product interfaces, serving as the foundation for the product’s type scale.
Visual System: Geometric Precision
Moving on into visuals, I built the system on the concept of geometric elements, developing them into more complex 3D structures that communicate precision, modularity, and the dynamic movement of data.
Raquel, 32
Lack of education
" I guess because I'm now much more aware of my financial situation, I feel like I'm losing an opportunity. It's just that I don't have the information and the security to do something different "
Rajani, 38
Lack of control
" It's not nice to make ends meet.
I don't understand why we make so much money, yet we still struggle with debt where we shouldn't be. Where is the money going? "
Kash, 42
Misinformation
" I was getting fragmented information from different people, which made it hard to understand what to do. It felt like I was trying to piece together a puzzle."
Sam, 28
Fear of risk
" I know that I'm not investing and I know that women in general are a bit risk averse and don't tend to invest as much, but it's something that I'd like to do, I know it's higher risk, but higher reward."
Catherine, 34
No habits
" Thinking about money around - feel guilt. I feel like I can’t spend any fun money because it should all go to kids. ADHD - impulsive with spending. Harder to save money. Shouldn't do that. Complex, specific things. Being mom has changed a lot. "
Agata, 31
No confidence
" I haven’t done anything else. I didn’t feel confident doing it. Takes a lot of effort to look at things."
How women’s interactions with products and services can differ from men’s ?
Understanding the differences between men and women in communication, emotional engagement, and decision-making styles is crucial for designing products that effectively meet their needs and foster long-term attachment. It involves recognizing various behavioral, emotional, and social factors. Here are some key differences:
Communication style
Women:
Tend to favor more collaborative and conversational styles, often seeking detailed explanations and feedback. They might engage in discussions and value social support.
Men:
Often prefer direct, concise communication and may focus on problem-solving with less emphasis on collaborative dialogue.
Emotional Engagement
Women:
Generally more emotionally engaged with products and services, seeking features that resonate with their personal values and emotions. They may prioritize products that offer emotional support or connect with their identity.
Men:
May focus more on functionality and efficiency, sometimes placing less emphasis on emotional aspects.
Decision-Making Process
Women:
Often take a more holistic approach, considering how products fit into their overall lifestyle and long-term needs. They may value recommendations from peers or community feedback.
Men:
Might prioritize speed and efficiency in decision-making, focusing on immediate benefits and technical specifications.
Preference for Detail
Women:
Typically appreciate more detailed information and context about products, including user reviews and educational resources.
Men:
May prefer straightforward, high-level information and quick comparisons.
Design Aesthetics
Women:
May place a higher value on design aesthetics, including color schemes, styling, and visual appeal, in addition to functionality.
Men:
Often focus more on the practical aspects of design, such as durability and functionality.
Motivations and Goals
Women:
Might look for products that align with personal goals such as health, family, or lifestyle improvement, and prefer features that support these goals
Men:
Often focus more on the practical aspects of design, such as durability and functionality.
Feedback and Support
Women:
May seek more extensive customer support and follow-up, including personalized assistance and community support.
Men:
May prefer straightforward support solutions and less frequent interaction with customer service.
I took the 3D forms a step further by adding video to illustrate how products work in detail or within complex environments
Explaining Use Cases Through Detailed Visuals
Vector-based images acted as standalone stories and mini infographics, illustrating the product's use cases. The vibrant color palette ensured that each element was distinct, making complex concepts understandable at a glance. Some of these visuals were Lottie-animated or could be seamlessly converted into dynamic interactions.
