SUMMARY AND IMPACT

I guided the vision for a fresh way to support small businesses in tracking their finances.

I worked for SoFi as a Contract Lead Designer and Project Manager, guiding a team of 6 design consultants to create a novel small business management platform. Several of my accomplishments included:

  1. Owned the vision for an expense management dashboard, focused on actionable data and customizability.

  2. Proactively generated ideas with PMs and in-house designers, creating sprint goals for product roadmap.

  3. Led a design team through user research, product thinking, and core design decisions.

  4. Organized and led work sessions, standups, and critiques with the team.

BUSINESS ALIGNMENT

Accounting for SoFi’s membership model and use cases for business account creation

Creating my project roadmap on the first day made my process clearer and more actionable!

These considerations materialized in my designs with two recommendations to SoFi for how to approach these use cases. One part of this consisted of a way to toggle between the existing personal account and the business dashboard. Another element addressed the use case of creating a business profile with an existing SoFi account, in which I created a way for personal data to be used for a more efficient account creation process.

SoFi Small Business Management

Transforming the way small businesses understand and manage their finances through a novel expense management platform.

Role

Contract Lead Designer, Project Manager

Timeline

Jan - May 2024

Team

2 Lead Designers, 6 Design Consultants. Client POC: 1 Senior Staff Designer, 1 PM

Tools/Skills

Figma, UXR, Project Management, Vision Work

CONTEXT

Appealing to new markets in a vast digital finance product suite.

Founded in 2011, SoFi (>7.5M users) is a global digital finance company that provides student loan refinancing, mortgages, personal loans, investing, and banking. While they have an extensive product suite catered to students and family loans, they wanted to cater to a new segment: small businesses. Their internal design org gave me and my team an ambiguous problem statement: How might we help small business owners keep their business finances healthy and thriving?

UXR

I interviewed 16 small business owners to learn about their expense tracking

some of the

  1. Understand the workflow for how small business owners maintain/track finances.

  2. Learn about business owners’ financial goals, such as long term growth plans

  3. Know what teams are being worked with in managing finances

BUSINESS ALIGNMENT

Accounting for SoFi’s membership model

Creating my project roadmap on the first day made my process clearer and more actionable!

FEATURE IDEATION

Dashboard Concept: Widget Marketplace

I ideated concept sketches of an initial concept for a Widget Marketplace, where users could go through