FRAMER
"Improving the ‘foundations’ of the Finance team with UX strategy"
Cinch began as a start-up with fast-paced growth and learning. After a year of Cinch being live, we began to notice the cracks and that the processes created were no longer suitable. Information became fragmented and kept within separate departments.
Cinch understood that the ‘foundations’ of the Finance team were showing big cracks. I was asked to work on a solo project to improve business revenue and build new foundations for the finance experience tribe.
This project involved me teaming up with the data analyst, doing desktop research, reaching out to different business areas and conducting interviews to gather insights.
I created the total finance sign-up experience in Figma. This was done by connecting with different areas within the Finance tribe and gathering all aspects of the journey.
This was great for conducting a research study, and it was also the first walkthrough of the finance journey flow from beginning to end.
I teamed up with the data analyst to understand the problem areas within the Finance purchase funnel. In addition to listing the outcomes in my report, I also overlaid the data on top of the journey flow. This was a more engaging way of visually highlighting pain points and showing the knock-on effects.
Framer 2023
Amsterdam