Appway was a fintech SaaS platform for investor onboarding and client servicing, used by 10 of the top 25 global wealth managers and later acquired by FNZ. Over four years I worked across design, design systems, and web, growing from visual and communication design into a role that spanned the design library, website experience, and the introduction of structured design practices across the organisation.
Client:
Appway
My Role:
Designer, Brand, Web and Design Systems
Year:
2016–2020
Service Provided:
UX, UX Research, Branding, A/B Testing, Design System build and management
The Problem
As Appway grew, its product interfaces, website, and marketing surfaces evolved independently. Visual inconsistencies emerged, UI patterns were repeatedly recreated from scratch, and the lack of reusable components was slowing delivery. At the same time, the website was not effectively supporting B2B client engagement or sales conversations, and there was no shared framework for how design decisions were made or communicated across teams.
The Solution
I owned the design library across marketing and web, building scalable UI patterns and a unified visual language that brought coherence to Appway's external presence. The component logic developed here informed product consistency and contributed to an enterprise-ready visual identity across all customer-facing surfaces.
Alongside this I redesigned key website journeys to better support sales conversations, integrating Salesforce data capture and improving how the product's value was communicated to prospective clients. I introduced design thinking practices and structured my approach to help articulate the reasoning behind design decisions, working collaboratively with the people around me to adopt more consistent ways of working. I later began to hold more responsibilities with key clients and supported onboarding solutions.
Appway was acquired by FNZ in 2020. The design system and visual language built during this period formed part of the foundation that made the platform credible at enterprise scale.
