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
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.
The improvements in Version 2 were evaluated through usability testing, behavioral observation, and comparative analysis against Version 1.
Simulated outcomes included:
Improved task completion speed, with users scanning dashboards and summaries more quickly due to clearer typographic hierarchy
Reduced hesitation during key flows, such as savings setup and investment review, attributed to improved visual consistency
Higher perceived trust and product maturity, based on qualitative feedback during testing sessions
Fewer clarification questions, indicating improved comprehension of financial information
While Version 1 improved functional usability, Version 2 strengthened confidence, readability, and perceived reliability—key factors in sustained use of financial products.
