During my time at Appway, the fintech SaaS platform for investor onboarding and servicing later acquired by FNZ, I worked across UX, UI, and design systems within a complex, data-driven enterprise environment. My focus was on creating scalable UI patterns, improving collaboration between design and development, and helping establish structured design practices across teams building software for global financial institutions.
Client:
Appway
My Role:
Communication Designer
Year:
2016–2020
Service Provided:
Communication Design, UX, UX Research, Branding, Advertising, A/B Testing, Printed Collaterals, Event Support, Video Recording, Video Editing, Photography
The Problem
As Appway grew, its product interfaces, website, and marketing surfaces evolved independently. UI patterns were repeatedly recreated, visual inconsistencies emerged, and the lack of reusable components slowed delivery. At the same time, the website was not effectively supporting the needs of B2B clients or sales teams, and internally there was no shared framework for how design decisions were made or communicated across people, systems, and data.
The Solution
I introduced a scalable UI and UX library to unify patterns across product and web, working closely with developers to improve component reuse and delivery efficiency. Through UX, UI design, and rapid prototyping, I improved key website journeys to better support client engagement and sales conversations, informed directly by insights from the sales team.
Alongside this, I rolled out design thinking practices and collaboration tools that helped teams articulate the reasoning behind design decisions and adopt more structured workflows. This work extended into a unified visual language that aligned Appway’s product, website, and external presence into a consistent, enterprise-ready experience.
