Product DesignUX ResearchUI Design

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

Tools

Figma, Framer

V1 → V2

Full redesign to a consistent, scalable UI system

1 system

Type scale, components and spacing unified across every screen

Faster

Task completion in usability testing (est., pre-launch)

MVP

Launch-ready build that drove free-to-paid interest

What is Crumbs

Crumbs invests small amounts automatically into a diversified portfolio, turning everyday purchases like a morning coffee into steady progress toward a bigger goal — without young savers having to think about it.

Deliverables

A launch-ready MVP that drew strong free-to-paid interest
A systemised UI kit and a high-fidelity interactive prototype
Higher weekly engagement from personalised insight cards and push-notification nudges

Research and Analysis

North Star

A first-time user trusts Crumbs with recurring money because nothing on screen makes them hesitate.

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.

Decisions & Trade-offs

Lowering the cost of the first save.

Reaching the first save fast meant trading up-front control and depth for momentum. Each row is the move, what it cost, and why it earned its place.

DecisionWhat it costWhy it was worth it

Cut first-run down to the first save

Verification is deferred, adding steps later.

Users feel the product work in under a minute — activation comes before paperwork.

Round-ups on by default

Less control up front; the opt-out had to be obvious.

Saving starts on its own, so most users never have to decide to begin.

Show progress in small increments

Can feel trivial to bigger, high-intent savers.

Small wins compound into a habit — the streak, not the balance, is the hook.

Teach investing at the moment of choice

Longer screens that risk interrupting the flow.

Education lands when it is relevant, so opt-in to investing rises without a separate funnel.

Week-one goals and streaks

A nudge that tips into naggy if pushed too hard.

Early retention climbs where it matters most — the first seven days.

F01

Sustainability, folded into the trip

Problem

Green features usually live in a tab nobody opens, so eco-driving stays an afterthought instead of shaping the trip.

Decision

Carbon, charging and Green Credits sit inside the live trip and vehicle views — footprint tracked as you drive, charging found in a tap, and credits earned for every eco-mile.

Tradeoff

More on the trip and vehicle screens to keep legible, and a rewards economy to maintain behind Green Credits.

Outcome

Target: eco-driving becomes the default path, not a setting people have to go looking for.

F02

Pricing you can trust

Problem

Payment is where rental flows lose people — a single moment of doubt about the total reads as a hidden fee and turns into a drop-off.

Decision

Pricing, billing terms and confirmation are cleanly separated: a live cost breakdown, protection and add-ons chosen explicitly, and a running total that stays legible at every step.

Tradeoff

More steps between choosing a car and paying, in exchange for a total the user always understands and controls.

Outcome

Target: fewer checkout drop-offs, with the final price never a surprise.

F03

A guided rent-or-lease choice

Problem

Renting versus leasing is the hardest call a new user makes, and a bare side-by-side comparison offloads all of that decision fatigue onto them.

Decision

A short guided questionnaire reads usage and priorities, then recommends renting or leasing with a clear match score and the exact reasons why — a decision made with the user, not dropped on them.

Tradeoff

A recommendation lands before the user has weighed both options themselves, so every result shows its reasoning and a one-tap way to compare.

Outcome

Target: less decision fatigue at the first big choice, and more confident bookings.

Next project

Cartio

Simplified the rent/lease decision flow, which reduced booking drop-offs and increased sign-up completions.

Cartio

Simplified the rent/lease decision flow, which reduced booking drop-offs and increased sign-up completions.

Cartio

Simplified the rent/lease decision flow, which reduced booking drop-offs and increased sign-up completions.

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