Crumbs

Redesigned an ioS-based micro-savings and investment app, improving setup completion and increasing early retention

Role

Product Designer

timeline

October 2024 – February 2025

What is Crumbs

Crumbs addresses the challenge by automatically investing small amounts of your money into a diversified portfolio. We’re excited to help young people effortlessly turn everyday purchases, like a cup of coffee, into meaningful contributions toward their larger financial goals—unconsciously and without stress. 


Deliverables

- Launch-ready MVP, which generated significant interest for free-to-paid conversions.
- Systemised UI Kit + High-Fidelity Interactive Prototype
- Increase in weekly engagement driven by personalised insights cards and push-notification nudges.

Research and Analysis

We conducted interviews, surveys and online research to develop our understanding of what was lacking in Version 1.


As a result of our research, we gathered several key insights that we used to guide the project:

Gaps Identified in Version 1

Despite functional improvements, several issues remained

  • Typography lacked hierarchy, making it harder to scan and prioritize information

  • Visual styles varied across screens, reducing cohesion

  • Branding felt generic and did not reinforce trust or product identity

  • UI components were inconsistent in spacing, states, and usage

Why a Version 2 Was Necessary

  • Strong UI Consistency and components

  • Clear-cut hierarchy

  • Better User experience


Redesign Process

Version 2 was introduced to align usability with visual clarity and trust. The goal was to strengthen typography, establish a cohesive brand presence, and create a consistent UI system that could scale with the product.


Design Principles

  • Reduce cognitive load through hierarchy

  • Prioritize clarity over visual noise

  • Build trust through consistency


Typography System

A clear typographic hierarchy was introduced to improve readability, scannability, and accessibility across dashboards, forms, and summaries.


Branding

Brand expression was refined through consistent color usage, calmer visual tone, and subtle cues that reinforce stability and trust without overpowering content.


UI Consistency & Components

UI components were standardized with consistent spacing, states, and layout rules, enabling faster iteration and a more cohesive experience across the product.

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