Helping users to manage their budget and financials
Helping users effortlessly track and control their income, expenses, and budgets to achieve better financial health.
Role
Product Designer
Company
Caretta: Smart Budgeting
Tools
Figma
Miro
Notion
Google Forms
Year
2024 - 2025
Website
caretta.money
Project Overview
Caretta emerged from the insight that most budgeting tools are too complex or intimidating for casual users. The goal was to build a lightweight, intuitive experience that promotes long-term usage.
- • I was responsible for product design, UX research, visual identity, and the early growth strategy.
Problem Statement
How might we design a budgeting app that feels intuitive and visually calming, while still powerful enough to meet users' financial planning needs?
Solution Overview
A clean, intuitive home dashboard
Simple dashboard showing budgets, top categories, and recent transactions.
Stay on Top of Recurring Expenses
Calendar view highlights upcoming payments with detailed breakdowns below.
Research
What are the main apps operating in the budgeting space?
Through user surveys, interviews, and analysis of fintech app reviews, we explored user behavior and emotional blockers around money management.
Survey Insights
I surveyed 20+ users to validate assumptions. Most want to track recurring bills and daily expenses, but 80% quit budgeting apps within a week. Many found interfaces cluttered and onboarding confusing. There's a need for simplicity.
Need
Cluster
Suggested Features
Updated Problem Statement
How can we reduce friction in the budgeting process so users actually enjoy tracking their money?
MVP Scope
After conducting both primary and secondary research, I proceeded to analyze my potential competitors in the market. Since analyzing their approaches regarding various alternative services, I created a comprehensive competitive matrix to have a better understanding of the various market players.
Style Guide
The brand strategy is friendly, confident, and minimal. I created a visual moodboard to guide tone and aesthetics, playful but not childish, trustworthy without feeling corporate.
Component Library & Design System
I built a modular design system in Figma to support rapid iteration and localization across markets. It included reusable UI components such as buttons, input fields, and cards, as well as dedicated modules for calendar views and analytics. The system was structured with adaptive grid layouts, consistent spacing rules, and a typographic and iconographic set designed with accessibility in mind.
Design
After conducting both primary and secondary research, I proceeded to analyze my potential competitors in the market. Since several tour agencies are offering various adventure services, I created a comprehensive competitors matrix to have a better understanding of the various market players.
Results
156
users in 15+ countries in just 5 months
60%
user acquisition growth attributed to visual identity and early marketing assets
85%
30-day retention, driven by streamlined UX and onboarding