Finpath
FinPath: Because adulting your finances shouldn’t feel… adult-y.A branding and digital experience project from the BCG Strategic & Experience Design course, FinPath reimagines how Indonesian millennials engage with their bank through a cohesive, AI-powered financial hub. The concept centers on a scalable, typography-driven UI that adapts seamlessly across mobile and web, marrying clean visuals with intuitive motion to guide users through budgeting, investing, and goal-tracking. Strategic storytelling elements—like goal meters and progress nudges—bring each user’s financial journey to life, fostering trust and empowering them to explore their future with clarity and confidence.
- User Experience (UX) Designer
- Interaction (IxD) Designer
- User Interface (UI) Designer
- Brand Identity Designer
- Brand Strategist
Context
- Solo Project
- Duration: 4 weeks
- Figma
- Miro
- Adobe Photoshop
- Adobe Illustrator
- Adobe After Effects
HIGHLIGHTS
With FinPath, empower millennials to build trust in their financial journey while reducing complexity and simplifying goal-based decision-making.
- DISCOVER
THE PROBLEM
Managing personal and business finances across opaque banking products, confusing fees, and multiple disconnected apps often leads Indonesian millennials to make suboptimal financial decisions and lose track of their financial goals.
Annisa
32, Home-Based Caterer & Side-Hustle Coach
Context:
Annisa wears many hats—chef, marketer, and financial planner for her tiny business. She’s tried neobanks but still juggles spreadsheets.
Key Quotes & Insights:
- “I hate toggling between my business account, personal app, and that investment app—I lose track.”
- “When I see ‘0.75% maintenance fee,’ I freeze. Is that a lot or a little?”
- “If an app could show me, ‘Hey, based on your sales last month, you could invest X for this ROI,’ that’d be gold.”
Pain Points:
- Platform Friction: Multiple apps → siloed data → manual reconciliation.
- Ambiguous Fees: No sense of scale or context.
- Actionable Insights Missing: Wants direct links between revenue patterns and investment suggestions.
Ahmad
29, Marketing Manager, Married, 1 Child
Context:
Ahmad balances a full-time job with family life. He uses two budgeting apps, but still feels “in the dark” about long-term planning.
Key Quotes & Insights:
- “I get a notification that my credit-card bill is due, but I don’t know where my money went—it all blurs together.”
- “When my dad talks about his investments, it sounds like a different language.”
- “I’d trust an app more if I could chat with a real person when things go south.”
Pain Points:
- Expense Blind Spots: He can’t link daily spending to bigger goals.
- Jargon Overload: Financial terms feel like a second language.
- Trust Gap: Needs human backup to feel safe with automated advice.
Millennials hesitate to rely solely on algorithmic recommendations, fearing hidden biases or opaque decision-making processes.
Fragmented Financial Journeys
Users juggle multiple apps for budgeting, investing, insurance, and business banking—causing friction, data silos, and missed opportunities.
Overwhelming Complexity of Products
Dense jargon around interest rates, fees, and investment vehicles leads to confusion and decision paralysis.
Difficulty Aligning Daily Habits with Long-Term Goals
Without clear tracking or motivational nudges, users lose sight of milestones like “save for a down payment” or “fund business expansion,” resulting in inconsistent engagement.
- DEFINE
- IDEATE
THE SOLUTION
Introducing FinPath - a smart, AI-driven financial hub tailored for Indonesian millennials. It brings together personalized guidance, goal-based planning, and transparent banking in one seamless mobile experience—empowering millennial users to make confident, data-backed decisions without the jargon or complexity of traditional finance.
Personalized AI Investment Guidance
- Curated insights and product comparisons based on each user’s risk profile, goals, and behavior patterns
- Proactive recommendations for new opportunities (e.g., market dips, time-bound offers)
Personalized AI Investment Guidance
- Curated insights and product comparisons based on each user’s risk profile, goals, and behavior patterns
- Proactive recommendations for new opportunities (e.g., market dips, time-bound offers)
Personalized AI Investment Guidance
- Curated insights and product comparisons based on each user’s risk profile, goals, and behavior patterns
- Proactive recommendations for new opportunities (e.g., market dips, time-bound offers)
Personalized AI Investment Guidance
- Curated insights and product comparisons based on each user’s risk profile, goals, and behavior patterns
- Proactive recommendations for new opportunities (e.g., market dips, time-bound offers)
- DESIGNResponsible connections with vivacity
- TAKEAWAYS
Under tight course deadlines, I drove the full design cycle—from stakeholder workshops to AI-driven prototyping—in just a few weeks. That pressure taught me to prioritize high-impact research activities and rapid iteration without sacrificing depth.
Deepening User Involvement
While initial interviews revealed core pain points, I see huge value in even earlier and more frequent usability tests. In future iterations, embedding rapid guerrilla testing and journey-mapping sessions would uncover edge cases and refine feature flows.
Designing for Trust from Day One
Building the “Trust & Transparency Dashboard” early highlighted how crucial clear language and open data are to adoption. Going forward, I’d prototype fee-breakdown modules alongside AI suggestions to validate messaging before full development.
Embracing Local Context
Though I integrated Indonesian banking norms, there’s room to deepen cultural tailoring—like vernacular micro-learning content or region-specific investment vehicles. Expanding this localization would strengthen relevance and user confidence.
Modular Rollout Reduces Risk
Phasing the launch—starting with budgeting, then layering in AI insights and expert chat—helped manage compliance and technical constraints. This staged approach proved invaluable and is a pattern I’ll carry into all future fintech projects.
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