{"collectionById":{"859e5dfb-9b3a-4249-8524-6185e3d8bfb6":{"id":"859e5dfb-9b3a-4249-8524-6185e3d8bfb6","name":"Work","fieldSchemas":[{"id":"db5ccb44-6dd8-4011-9e2a-6aaab0b33b6e","name":"Title","type":"plain_text","role":"primary"},{"id":"5d22c5d4-b974-443e-9518-ad3e3da2ba12","name":"Category","type":"plain_text"},{"id":"a83d3d2e-1b78-4a5e-867b-8e62fa66f832","name":"Image (header)","type":"image"},{"id":"ab00433d-5394-43ee-8ee4-8b0512b30dbf","name":"Intro blurb","type":"plain_text"},{"id":"00449c27-1efa-4bb3-9353-c21da267e1f3","name":"Content","type":"rich_text"},{"id":"03a6e4a5-764b-4d18-be70-87587b560a70","name":"Date published","type":"date"},{"id":"2428f2a5-0bf8-4df5-b59b-42b93ddc5b79","name":"Slug","type":"slug","role":"slug"}],"itemById":{"37c2732a-2c4a-4541-8e54-6b12d0e90670":{"id":"37c2732a-2c4a-4541-8e54-6b12d0e90670","index":"\"","collectionId":"859e5dfb-9b3a-4249-8524-6185e3d8bfb6","fields":[{"id":"7255ec12-55d8-46d7-a53f-461c642f438f","value":"As Lead Product Designer, I led the redesign of EFY’s core ecosystem across web and mobile, driving strategic UX decisions, scalable design operations, onboarding optimization, and AI-assisted investing experiences.","itemId":"37c2732a-2c4a-4541-8e54-6b12d0e90670","fieldSchemaId":"ab00433d-5394-43ee-8ee4-8b0512b30dbf"},{"id":"ccde0ed8-75a5-4b19-9740-5b84f8cc9548","value":"{\"image\":\"ee61b2d4a255f0df2d228bba87e6b6c31a98f1b5\",\"imageThumbnail\":\"7a8521d8c178e73eeafa0a0104b96abf956f5111\",\"originalImageHeight\":1134,\"originalImageWidth\":2048,\"altText\":\"\",\"fileName\":\"69cd1fa9ac7511d2844f40dc_fondo_card_section.jpg\"}","itemId":"37c2732a-2c4a-4541-8e54-6b12d0e90670","fieldSchemaId":"a83d3d2e-1b78-4a5e-867b-8e62fa66f832"},{"id":"508e7800-8dab-49e5-9561-4eecabb0b1f1","value":"EFY Finance","itemId":"37c2732a-2c4a-4541-8e54-6b12d0e90670","fieldSchemaId":"db5ccb44-6dd8-4011-9e2a-6aaab0b33b6e"},{"id":"4f65c04a-4947-43c0-b4b4-3aff5ce40537","value":"2025-03-02","itemId":"37c2732a-2c4a-4541-8e54-6b12d0e90670","fieldSchemaId":"03a6e4a5-764b-4d18-be70-87587b560a70"},{"id":"0be85dbb-a62e-412a-9a86-d12d09c898f7","value":"Fintech / Crypto","itemId":"37c2732a-2c4a-4541-8e54-6b12d0e90670","fieldSchemaId":"5d22c5d4-b974-443e-9518-ad3e3da2ba12"},{"id":"203d4a27-16fd-4eb1-b80f-e2281b953fc0","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"About EFY\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"EFY Finance is a fintech platform focused on simplifying crypto and investment experiences across LATAM through digital banking infrastructure, multi-currency accounts, cards, yield products, and AI-assisted financial experiences.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"As the platform evolved, EFY needed to transition from a fragmented crypto experience into a scalable investment ecosystem capable of supporting user growth, onboarding optimization, operational efficiency, and fundraising initiatives.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"c5d7039bb1c9b8119b95bd1199b67abed1ccd587\",\"src\":\"https://s3-alpha-sig.figma.com/img/c5d7/039b/b1c9b8119b95bd1199b67abed1ccd587?Expires=1784505600\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=PAA-vJ9IiU6PyZ69~qAdXiaMoJQEEyIzuT9lq7gCMd2UyRkxMvSSdpZB2~mOzck89X4cI9BOdK31KFsuLT2DOyfTdr51M4gv5W1-~hRXEHOoTiUZdpNsgtMg649-266EH8ue7dLOsJixq1dJ0QPVoVXchRy8LeWVBcYwDv0g5XPeeV3pdq2y5oSZ805m28MtcUvNmn0DOBNdQTLeeEOGT5MjFB8PdHcga9lzoxKzHxuUOfDzt-NwiazW6tRmJchAkKHaRDBT97DWQMol0zaROZvFCuKSZDjO0m-McUkIUY1TUjDzrojMuMmsDygwSe6QZer2ZhyeSqgfgYIsy3WmIg__\",\"altText\":\"\",\"originalImageWidth\":4220,\"originalImageHeight\":4220,\"isFillWidth\":false}],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"My scope included\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Product strategy and UX directionllet, investments, and P2P\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":1},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Cross-functional collaboration with product and engineering\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":2},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Design operations and team rituals\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":3},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Design system foundations and scalability\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":4},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"AI-assisted investing experiences\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":5},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Core fintech flows across onboarding, exchange, wallet, investments, and P2P\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":6}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Key Challenges\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Fragmented platform experiences\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"EFY’s product ecosystem lacked consistency across flows, interactions, and visual language, creating friction in onboarding and investment experiences.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Low trust in complex financial flows\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Users struggled to confidently navigate onboarding, KYC verification, investing flows, and crypto-related actions across the platform.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Lack of scalable design foundations\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"EFY did not have a structured design system. Product experiences were built inconsistently, slowing delivery and creating rework across teams.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Fast-moving startup environment\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The platform needed to evolve quickly while supporting fundraising conversations, investor storytelling, and future scalability.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Product Goal\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"-Simplify crypto and investment experiences\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"-Increase onboarding completion and user trust\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"-Introduce AI-assisted financial guidance\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"-Build scalable cross-platform design foundations\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"-Improve operational efficiency across teams\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"-Support fundraising and investor storytelling initiatives\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Building the Design System\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"cf9a72e74384fd30bf071e9f9e200d521036f072\",\"src\":\"https://s3-alpha-sig.figma.com/img/cf9a/72e7/4384fd30bf071e9f9e200d521036f072?Expires=1784505600\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=EiJnIX8BKXEKX8Oo55He7o-XiTgC2EO3Jp6aIujgDi-JEKa0RCQsbjt74WU0d35zYtd4YxY7DcD~dlZdPDf1DpW-fysg5L08dn88gQ93ikmN9y7G1NQVf56g0jnPBXEoZwyulineycngnzjxCEArervgv9NZd1PjcaVVxRXQCJIAhaRfH2Q-UKM5RysQEI7VLcltLbkRIUJ40GWCGb0b9PgTCSbf-v7kMCE-sSqjvVhL1NsDwiOBD7sZTEP1QLGcTnN3cOm78lo044D2uhytS79Gw~w7CRsfblyrQXBiCwcY4JQjgCIBXtxAt-unmSWeJtuEzybhmaMpiFu-4VCySw__\",\"altText\":\"\",\"originalImageWidth\":4169,\"originalImageHeight\":4169,\"isFillWidth\":false}],\"direction\":null,\"format\":\"center\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"One of the biggest operational gaps inside EFY 1.5 was the absence of a scalable design system\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\".\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"To accelerate execution and improve consistency, I rebuilt the platform foundations by recycling and evolving components from EFY 1.0 into a more scalable structure for EFY 1.5, later expanding those foundations to support the vision for EFY Platform 2.0.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Standardizing components and interaction patterns\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Improving consistency across web and mobile\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Creating reusable UI foundations\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Reducing rework between design and engineering\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Supporting faster product iteration across squads\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Establishing scalable foundations for future AI experiences\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The system became a key enabler for product scalability, operational efficiency, and platform evolution.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Introducing EFY Platform 2.0\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"b9c4436681ff9e485a093b8e482e6ff066854259\",\"src\":\"https://s3-alpha-sig.figma.com/img/b9c4/4366/81ff9e485a093b8e482e6ff066854259?Expires=1784505600\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=NHoqqebVCBlE6rtZE1U3S34Wm5m0h~IfIDjfbeUpsnntP17i66FB4B7nm03Ryl9xiLwBnOmfUduAeN0k2z21o9Dzcir2jFG2pHSAleVqq7QAeNTe5NTXvxWPYzh20PwjeZb37zL1itsIyWa6F4Q2WPboPnTCRAk1nmj3DhNCE0m6wtlD4MkU6L5ooT~pitIsi1yXenBXbZHwiwOmX6cMPPO~7JpKFSBh-FMivENvBlQHNxbNGwEX7lyKOf51owj3GbnwtxvaCkp4iAyRtzzc2HSqNonmOCRbeCc960f4oDMYvF0aX~yLNKo6DH9ay8dnMN2yEtnk0SpJO-QI-fVTgA__\",\"altText\":\"\",\"originalImageWidth\":947,\"originalImageHeight\":526,\"isFillWidth\":false}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A major initiative within the redesign was the creation of EFY 2.0. Introducing a refreshed visual direction, improved information architecture, and AI-assisted financial experiences.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The goal was to create a more approachable, scalable, and future-oriented investment ecosystem while improving the perception of trust and product maturity for both users and investors.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The redesign also supported fundraising and investor storytelling efforts by creating a more cohesive and scalable product vision for the company.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"AI Financial Assisted Experiences\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"be34798d2bcb6b5d3a83a1090bf56ec5d252bcf9\",\"src\":\"https://s3-alpha-sig.figma.com/img/be34/798d/2bcb6b5d3a83a1090bf56ec5d252bcf9?Expires=1784505600\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=N84wtKWZzqmeeLk-umlBrzswu8XFahg5xfGMIjMkB3xk6CSJ~gde9HfLSjEzWfdfQt0aPcvYX6erYXkcaD7BRaLa17wwHubny5hDSt5VbCcPDJk7fivY0PfWwoVggvRJQY3LXbm3B57yqyWplH1MkHrFSl78i6i9Q1Eu3Tzj8zy1WqYXIzF9wZ~4nmGceg5LXdePEGyOWxGcPY7d~3EVGGgQjsqAoLSi75gUxgETqbP8~rQZDyybqD7DtAQ5ZMKtEW4S17zUqYA6CtwvXmQ9JVzEa-eo8d3g5EjEnIr62tN3NO5zIp1S7P849dNS1AV13y9sS6isy0IqZMdm5VXv6A__\",\"altText\":\"\",\"originalImageWidth\":947,\"originalImageHeight\":526,\"isFillWidth\":false}],\"direction\":null,\"format\":\"center\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The AI assistant was designed to simplify complex financial decisions, improve product discoverability, and guide users through investing journeys in a more conversational and accessible way.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The AI layer focused on:\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"- Simplifying investment decisions\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"- Improving onboarding guidance\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"- Increasing financial accessibility\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"- Reducing cognitive overload\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"- Creating more human and contextual product interactions\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Prototype\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\": \",\"type\":\"text\",\"version\":1},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Venus AI\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"link\",\"version\":1,\"rel\":\"noopener\",\"target\":\"_blank\",\"title\":null,\"url\":\"https://www.figma.com/proto/dwYOJVIRiXZOqd8t0ggr0Y/EFY-App-2.0?node-id=6845-9947\u0026p=f\u0026viewport=442%2C-458%2C0.18\u0026t=yQzvhWIt3B2OjGyI-8\u0026scaling=scale-down\u0026content-scaling=fixed\u0026starting-point-node-id=6845%3A9947\u0026page-id=6818%3A42513\u0026hide-ui=1\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" →\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"link\",\"version\":1,\"rel\":\"noopener\",\"target\":\"_blank\",\"title\":null,\"url\":\"https://www.figma.com/proto/dwYOJVIRiXZOqd8t0ggr0Y/EFY-App-2.0?node-id=6845-9947\u0026p=f\u0026viewport=442%2C-458%2C0.18\u0026t=yQzvhWIt3B2OjGyI-8\u0026scaling=scale-down\u0026content-scaling=fixed\u0026starting-point-node-id=6845%3A9947\u0026page-id=6818%3A42513\u0026hide-ui=1\"}],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Impact and outcomes\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Reduced onboarding drop-off by 13%\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"\u2028Improved usability and clarified KYC guidance, helping users move through account verification with less friction.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Reduced customer support contact by 42%\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"\u2028Launched an AI-powered WhatsApp support chatbot that helped users solve common questions faster and reduced operational pressure on the support team.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Improved product consistency across web and mobile\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Rebuilt and evolved the design system, standardizing components, patterns, and visual language across core fintech flows.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Accelerated product delivery\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"\u2028Created reusable components and clearer design documentation, reducing rework and helping product and engineering teams move faster.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Expanded the product experience beyond transactions\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"\u2028Designed AI-driven guidance, investment education, card flows, exchange, onboarding, and account experiences to make complex financial actions easier to understand.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Improved cross-functional alignment\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"\u2028Led design critiques, discovery sessions, and collaboration rituals with product, engineering, compliance, and business teams to move from ideas to shipped experiences.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Key Learnings\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"This project reinforced the importance of balancing business goals, operational scalability, and user trust when designing AI-driven fintech ecosystems.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Beyond interface design, the work required systems thinking, cross-functional alignment, prioritization, operational improvements, and strategic product decision-making within a fast-moving startup environment.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"63cd546bacc8712d0198bfa08e1ce06a8adbd3d8\",\"src\":\"https://s3-alpha-sig.figma.com/img/63cd/546b/acc8712d0198bfa08e1ce06a8adbd3d8?Expires=1784505600\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=HGm3sEoMqgbMaXMkz-wdFGIWLUllZK1RdOW9ygTlWD0hXAgWeXUycxGsP5CO9hjppJMLuQwfDshVn95nrCHEAFhGgq65F48~q0AiSsRAW30AFqmZfUdJohZqw4EYFdWesnPki0rUp2Tq~D2NQnn~ERkKthnXx9GxheNuZ34E6Y9RsUljbq78P7ZggGi11RfQsSxOpTUDHwrATG0yi97mXX6~HE373ac5T6rLS5eazhZGf6RI3BjHATGctV4fjdis5KvyI-B8xqKgQ6S2X-t-bVFW~-aSCR6L-NCZkZPf2LsrWS~fyOL6Tsyoi3969WVrttGAvuJl~0ijvnFAyKDk4Q__\",\"altText\":\"\",\"originalImageWidth\":362,\"originalImageHeight\":314,\"isFillWidth\":false}],\"direction\":null,\"format\":\"center\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"37c2732a-2c4a-4541-8e54-6b12d0e90670","fieldSchemaId":"00449c27-1efa-4bb3-9353-c21da267e1f3"}]}}}},"slugByItemId":{"77d9cf97-e720-4667-927c-ab191c96e443":"walmart-creator","37c2732a-2c4a-4541-8e54-6b12d0e90670":"efy-finance","157d4495-f4ec-44b0-88f0-2d4644f0e1ec":"stori","882a2409-5c59-4bc5-a459-d52ada3a3ac4":"smirk","a4580be9-38db-4688-90b9-ffc02ac6063f":"onuu","8ca8316c-9f92-46f1-b73b-8978c2bab95b":"dave"}}