My Work

The Challenge

A financial technology startup needed to establish credibility with institutional investors while making complex market data accessible and actionable. Their existing platform felt outdated and failed to communicate the sophistication of their analytics.

• Low user engagement with data dashboards
• High bounce rate on landing pages (78%)
• Difficulty attracting premium subscribers
• Brand perception as "just another data provider"

My Approach

I conducted user research with 15 institutional investors to understand their decision-making process and pain points. This informed a complete redesign focused on clarity, trust, and actionable insights.

The Challenge

An agri-tech startup aimed to connect smallholder farmers with sustainable farming techniques and direct market access. However, low digital literacy among farmers and lack of trust in technology platforms created significant barriers to adoption.

• Target users had limited smartphone experience
• Skepticism about digital platforms in rural communities
• Need to communicate complex agricultural concepts simply
• Competition from established agricultural cooperatives

My Approach

I spent two weeks in rural farming communities, observing how farmers interact with technology and understanding their daily workflows. This human-centered approach informed every design decision.

The Challenge

Auto Direct Insurance wanted to disrupt the traditional insurance market with a customer-first, digital-native approach. They needed a brand that felt modern and trustworthy while differentiating from legacy competitors.

• Insurance industry perceived as outdated and complicated
• Need to build trust with zero brand recognition
• Communicate simplicity in a complex industry
• Appeal to younger, tech-savvy customers

My Approach

I developed a comprehensive brand strategy that positioned Auto Direct as the "insurance company that actually cares." Every touchpoint was designed to feel human, transparent, and refreshingly simple.