Goin Fintech App

Goin is the platform that helps more than 700k users from around Europe grow their money & buy cheaper online & offline. Connect any bank & card and start taking care more advantage of your money.

Project Duration

8 Weeks. From concept to MVP.

Client

Flab

Year

2024-2025

Team involved

Jordi Espinosa

Product Designer

Project Details

Product definition tailored to savings and investment features
UX architecture designed for financial flows: onboarding, goals, automated saving, and investing
User flow design focused on decision-making clarity and trust
UI design combining seriousness (security) with approachability (engagement)
Component-based mobile design system aligned with fintech standards
Interactive prototypes for testing key actions: linking bank accounts, creating saving rules, and setting investment goals
Visual language adapted to financial data: clean charts, real-time feedback, and actionable summaries
Accessibility-focused UI (WCAG-compliant contrast, scalable text, simplified navigation)
High-fidelity mockups for both iOS and Android platforms
Seamless collaboration with internal product and engineering teams
Developer-ready handoff using Figma components and styles
Scalable UI framework to support future fintech features: crypto, cashback, and GAIA AI assistant

Tech Used

Project Goal / Main Challenge

Design a mobile experience that makes saving and investing feel intuitive, engaging, and accessible while maintaining the trust, structure, and credibility expected from a financial institution.

Main issues

At the start of the project, we encountered these obstacles that needed to be resolved:

❌ Balancing fun with seriousness: The main challenge was to design an experience that felt engaging and approachable while maintaining the trust and seriousness required from a financial app. Goin is still a bank at its core.
❌ High product complexity: Goin combines multiple features—automated savings, investment options, cashback, PSD2 banking connection, and an AI-powered financial assistant (GAIA). The UX had to simplify this complexity without losing functionality.
❌ Visual accessibility limitations: The original app had contrast and readability issues that affected users with visual impairments or cognitive load sensitivity. There was a need to improve color hierarchy and text clarity across the board.
❌ Lack of a unified design system
The absence of a structured design system led to inconsistencies in UI patterns, slowdowns in the design-dev workflow, and increased cognitive load for users.
❌ No scalable design foundation
The product lacked a scalable visual and UX structure, making it difficult to integrate new features or adapt to future product evolution without redesigning entire sections.

Solved points

So with the project, we have managed to resolve:

A tone that feels both playful and trustworthy: We redefined the visual tone of the app, combining fresh and dynamic UI patterns with a solid, trustworthy design foundation—making finance feel human and enjoyable without losing credibility.
Reorganized information architecture: We restructured the core flows—Savings, Goals, and Investments—prioritizing ease of use, visibility, and guidance. This significantly improved onboarding and task completion rates.
Improved accessibility standards: The interface was redesigned with better color contrast, scalable typography, and consistent spacing—aligned with WCAG guidelines—to make the app more inclusive for all users.
✅ Design system creation: We built a mobile-first design system from scratch, enabling consistency across the product and making collaboration with developers more seamless.
✅ Scalable and efficient product structure: Our approach to UX and UI ensured that the app could evolve with new features—like crypto, cashback, and AI tools—without needing a redesign, supporting long-term product scalability.

Espinosa is extremely aware and educated about the best tooling to make his workflow fast but also very aware of market benchmarks and inspiration so that innovation happens on top of past solid responses to a problem. Always eager to help and going the extra mile, what started as a Design internship in our company many years ago turned into a long relationship as Espinosa became our main Product Designer. Can't think of someone more driven on his field.