How I took charge of design and built Pooled from 0 to 1
How I took charge of design and built Pooled from 0 to 1
The concept was to digitalize ROSCAs in the USA, simple rotating savings group where friends or family pool money and take turns receiving the total.
The concept was to digitalize ROSCAs in the USA, simple rotating savings group where friends or family pool money and take turns receiving the total.
What are we solving here?
What are we solving here?
The goal was to bring a successful savings concept from abroad into the U.S. by making it digital, attracting early users with a waitlist, and showcasing the product to investors to prove its potential.
The goal was to bring a successful savings concept from abroad into the U.S. by making it digital, attracting early users with a waitlist, and showcasing the product to investors to prove its potential.
Built from scratch, ready for launch
Built from scratch, ready for launch
I built the app from the ground up, focusing on making it simple and practical. The Framer website turned visitors into waitlist sign-ups (early customers), and I rolled out a clickable demo for investor pitches. I worked with a project manager to keep every decision aligned with our goals.
I built the app from the ground up, focusing on making it simple and practical. The Framer website turned visitors into waitlist sign-ups (early customers), and I rolled out a clickable demo for investor pitches. I worked with a project manager to keep every decision aligned with our goals.
Category
Category
B2B2C, Fintech, Startup, Commercial
B2B2C, Fintech, Startup, Commercial
Scope
Scope
Website, App, UX/UI,
Prototyping
Website, App, UX/UI,
Prototyping
Role
Role
Product Designer
Product Designer
Timeline
Timeline
September 2024 -
January 2025
September 2024 -
January 2025
Collaborators
Collaborators
Project Manager
Project Manager
Challenges I faced
Challenges I faced
Every project comes with its unique set of challenges, pushing me to think creatively and adapt.
Every project comes with its unique set of challenges, pushing me to think creatively and adapt.
01
01
Catching up on domain knowledge
I faced a steep learning curve since Fintech wasn’t my strong suit. With plenty of online research and regular syncs with my manager, I quickly got up to speed and understood what the project needed.
I faced a steep learning curve since Fintech wasn’t my strong suit. With plenty of online research and regular syncs with my manager, I quickly got up to speed and understood what the project needed.
02
02
Communication with the manager
Communication with my project manager meant consistently testing our ideas. I stood by my design decisions and explained them in detail while asking questions about his suggestions. This ongoing exchange helped us lock in the best solutions.
Communication with my project manager meant consistently testing our ideas. I stood by my design decisions and explained them in detail while asking questions about his suggestions. This ongoing exchange helped us lock in the best solutions.
03
03
App prototype for investors
Once the design was done, I had to shift gears and quickly build a working prototype for investor pitches. The timeline was tight, but turning the vision into something clickable made a big difference in how it landed.
Once the design was done, I had to shift gears and quickly build a working prototype for investor pitches. The timeline was tight, but turning the vision into something clickable made a big difference in how it landed.
What happened between idea and screen
What happened between idea and screen
1. Understanding the project
1. Understanding the project
Starting by asking questions about what I'll be working on
Starting by asking questions about what I'll be working on
why are we building this?
why are we building this?
who is it actually for?
who is it actually for?
what are we trying to achieve?
what are we trying to achieve?
Trying to gather as much information as possible to guide myself through the process
Trying to gather as much information as possible to guide myself through the process
2. Reading through PRD file
2. Reading through PRD file
Diving into PRD docs to further understand the ideas behind the project
Diving into PRD docs to further understand the ideas behind the project
Looking for gaps or potential improvements that might not be explicitly stated
Looking for gaps or potential improvements that might not be explicitly stated
Using Notion to organize my initial insights and questions about the project scope
Using Notion to organize my initial insights and questions about the project scope
3. Looking for inspiration
3. Looking for inspiration
Looking around to see how others have solved similar problems
Looking around to see how others have solved similar problems
Trying to identify what competitors do well or poorly so we can learn from them
Trying to identify what competitors do well or poorly so we can learn from them
I pull together visual references that might help spark ideas for the project
I pull together visual references that might help spark ideas for the project
4. Early designs & Mockups
4. Early designs & Mockups
Setting up a project file structure and begin exploring design concepts
Setting up a project file structure and begin exploring design concepts
Creating a few different layout options to explore possible solutions
Creating a few different layout options to explore possible solutions
Prioritizing making the main user journey work well before getting into details
Prioritizing making the main user journey work well before getting into details
5. Iteration cycle
5. Iteration cycle
Walking through my mockups with the team, explaining the thinking behind key flows
Walking through my mockups with the team, explaining the thinking behind key flows
Listening to input and questions during review sessions
Listening to input and questions during review sessions
Incorporating feedback to polish and improve the designs toward final solutions
Incorporating feedback to polish and improve the designs toward final solutions
6. Design on the finish line
6. Design on the finish line
Organizing my files and making sure everything is properly named and structured
Organizing my files and making sure everything is properly named and structured
Double-checking all screens for mistakes or inconsistencies that could cause problems
Double-checking all screens for mistakes or inconsistencies that could cause problems
Who is it for?
Who is it for?
Built for people who want to avoid banking bureaucracy through community-driven digital savings.
Built for people who want to avoid banking bureaucracy through community-driven digital savings.
Background
Background
They engage in regular group savings methods and use the platform for both planned financial goals and unexpected expenses. They value secure, transparent management of funds that cuts out unnecessary credit formalities.
They engage in regular group savings methods and use the platform for both planned financial goals and unexpected expenses. They value secure, transparent management of funds that cuts out unnecessary credit formalities.
Characteristics
Characteristics
Group savings management
Transparent transactions
Flexible fund use
Group savings management
Transparent transactions
Flexible fund use
Finding inspiration
Finding inspiration
This isn’t your typical money app. People aren’t sending or receiving cash like in a normal bank app, so I started digging for layout ideas, flow patterns, and style inspiration that could fit.
This isn’t your typical money app. People aren’t sending or receiving cash like in a normal bank app, so I started digging for layout ideas, flow patterns, and style inspiration that could fit.
Done well
Done well
Clean and minimalistic style
Clean and minimalistic style
My initial challenge was defining a design style for Pooled that not only matched my vision but also connected with the intended users
My initial challenge was defining a design style for Pooled that not only matched my vision but also connected with the intended users
Brand perception through visual tone
Brand perception through visual tone
I went with blue to convey trust and friendliness. Inspired by how PayPal uses color to shape perception, I focused on creating an emotional tone that I wanted users to feel.
I went with blue to convey trust and friendliness. Inspired by how PayPal uses color to shape perception, I focused on creating an emotional tone that I wanted users to feel.
Profile/account section as a functional hub
Profile/account section as a functional hub
I reworked the profile section into a one-stop hub. Now, instead of just showing your name and a settings button, it lets users manage all their details quickly in one place
I reworked the profile section into a one-stop hub. Now, instead of just showing your name and a settings button, it lets users manage all their details quickly in one place
How did the design progressed
and key design decisions
How did the design progressed and
key design decisions
Failing to lower cognitive load by not allowing users to quickly log in via Face ID, Touch ID, or at the very least, social media, may result in users abandoning your app.
Failing to lower cognitive load by not allowing users to quickly log in via Face ID, Touch ID, or at the very least, social media, may result in users abandoning your app.
According to the Law of Least Effort, people naturally gravitate toward the simplest and most convenient option.
According to the Law of Least Effort, people naturally gravitate toward the simplest and most convenient option.
9:41
Log in
Your email address
Password
Your password
Remember me
Forgot password?
Dont have account yet? Sign up
Face ID not recognized
Your face has not been recognized. Please try again.
Try again
Use email and password
9:41
Log in
Your email address
Password
Your password
Remember me
Forgot password?
Dont have account yet? Sign up
Face ID not recognized
Your face has not been recognized. Please try again.
Try again
Use email and password
Face ID recognition failed
In case FACE ID recognition fails we’ll let users try again.
Face ID max attempts used
After attempting to log in with Face ID 3 times. User can go back to login screen and use email/password to get in.
9:41
Log in
Your email address
Password
Your password
Remember me
Forgot password?
Dont have account yet? Sign up
Face ID login has failed
Please login with your email and password
Continue
Use email and password
Face ID max attempts used
After attempting to log in with Face ID 3 times. User can go back to login screen and use email/password to get in.
I’ve shortened the sign up process by removing 2 steps from 6 (which was way too much).
I’ve shortened the sign up process by removing 2 steps from 6 (which was way too much).
Pros
Pros
Stronger security – Harder for attackers to access accounts.
Stronger security – Harder for attackers to access accounts.
Regulatory compliance – Helps meet KYC/AML standards.
Regulatory compliance – Helps meet KYC/AML standards.
Prevents fake accounts – Phone numbers add friction for bots.
Prevents fake accounts – Phone numbers add friction for bots.
Backup recovery – Users have two ways to verify identity.
Backup recovery – Users have two ways to verify identity.
Risks
Risks
Longer onboarding – More steps = higher drop-off risk.
Longer onboarding – More steps = higher drop-off risk.
OTP delays – Slow SMS delivery frustrates users.
OTP delays – Slow SMS delivery frustrates users.
Phone number changes – Users may lose access over time.
Phone number changes – Users may lose access over time.
SIM swap risk – SMS OTPs aren’t foolproof.
SIM swap risk – SMS OTPs aren’t foolproof.
New users needed a better intro, so we pushed onboarding videos higher up with a carousel for easy learning with no extra digging or guessing.
New users needed a better intro, so we pushed onboarding videos higher up with a carousel for easy learning with no extra digging or guessing.
The project manager chatted with a few potential users, and we figured out the old homepage was missing some key info. I updated the layout to feature onboarding videos more clearly and swapped the stats graph for a cleaner summary of total savings and contributions.
The project manager chatted with a few potential users, and we figured out the old homepage was missing some key info. I updated the layout to feature onboarding videos more clearly and swapped the stats graph for a cleaner summary of total savings and contributions.
Before
Before
After
After
Collaboration & Presentations
Collaboration
& Presentations
We set up a weekly call on Teams to go over progress, explain my design decisions, and keep things on track to make sure everything was running smoothly.
We set up a weekly call on Teams to go over progress, explain my design decisions, and keep things on track to make sure everything was running smoothly.
Snippet of the style guide
Snippet of the style guide
I made this style guide so anyone else working on the project could move faster and stay consistent. It covers some of key components and states, so adding new screens is way easier. It’s been especially helpful for keeping things clean.
I made this style guide so anyone else working on the project could move faster and stay consistent. It covers some of key components and states, so adding new screens is way easier. It’s been especially helpful for keeping things clean.
Clarity on buttons behaviour
Clarity on buttons behaviour
No one has to guess how buttons should look or act. It saves time during handoff and makes dev work smoother. Now every button behaves the same way across the app, which just makes everything feel tighter.
No one has to guess how buttons should look or act. It saves time during handoff and makes dev work smoother. Now every button behaves the same way across the app, which just makes everything feel tighter.
Not only the app but the website as well
Not only the app but the website as well
What was the goal?
I needed to create a simple promotional and responsive website for the product. Something that explains what it’s about and who it’s for.
I needed to create a simple promotional and responsive website for the product. Something that explains what it’s about and who it’s for.
What problem am I solving?
Potential users interested in our app had no way to engage or express interest before its launch.
Potential users interested in our app had no way to engage or express interest before its launch.
What I’d like to improve
The headline didn’t cover everything I wanted it to. Moving forward, I’d use HotJar to track behavior and keep fine-tuning things.
The headline didn’t cover everything I wanted it to. Moving forward, I’d use HotJar to track behavior and keep fine-tuning things.
Balancing design vs technical limitations
Balancing design vs technical limitations
I knew I needed a waitlist on the site, but wasn’t totally sure how to pull it off. I eventually found a good component that looked promising.
Then right as I was about to build it, something unexpected happened and messed with my plan.
I knew I needed a waitlist on the site, but wasn’t totally sure how to pull it off. I eventually found a good component that looked promising.
Then right as I was about to build it, something unexpected happened and messed with my plan.
Before
Before
The waitlist button wasn’t working inside Framer’s animated component, so I had to figure out a better spot for our CTA.
The waitlist button wasn’t working inside Framer’s animated component, so I had to figure out a better spot for our CTA.
Now
Now
That’s when I thought why not putting it in the nav bar and make the navigation sticky so users had it around at any time.
That’s when I thought why not putting it in the nav bar and make the navigation sticky so users had it around at any time.
Words that sparked a smile
Words that sparked
a smile
CEO
CEO
Reflection
Reflection
We were testing everything, poking holes, trying to figure out what made sense and what didn’t. The back-and-forth with my manager really helped. If I’d had more time, I would’ve done my own user interviews to get quicker feedback and keep things moving.
We were testing everything, poking holes, trying to figure out what made sense and what didn’t. The back-and-forth with my manager really helped. If I’d had more time, I would’ve done my own user interviews to get quicker feedback and keep things moving.
Conclusion
Conclusion
Pooled definitely pushed me out of my comfort zone. It taught me a lot about working on fintech-focused projects.
Pooled definitely pushed me out of my comfort zone. It taught me a lot about working on fintech-focused projects.
Thank you for checking out my case study. I encourage you to contact me. Hope you’ll have a good day! ☀ ️
Thank you for checking out my case study. I encourage you to contact me. Hope you’ll have a good day! ☀ ️
Copyright
© 2023 Artur Niedzielski. All rights reserved.
Built with Framer.
© 2023 Artur Niedzielski. All rights reserved. Built with Framer.
© 2023 Artur Niedzielski. All rights reserved.
Built with Framer.