How a smart design strategy unlocked 92% business growth
Head of Design
Wagestream
FinTech
Head of Design
Wagestream
FinTech
Wagestream is a B Corp certified financial wellbeing company founded in the UK in 2018. Their flagship app is designed to help bring financial security and stability to the lives of workers by challenging the negative effects of the standard pay cycle. Some of the features of the app include flexible access to paychecks—often called earned wage access (EWA)—financial education, and confidential guidance.
Wagestream's business model has them partner either directly with employers, or with workforce mangagement (WFM) companies to offer these services as employee benefits, for low or no fee to employee. Employers also benefit from Wagestream through faster recruiting, decrease in turnover, and increased productivity.
Wagestream USA's initial foray into the market with a new product called myFlexPay was a success in terms of speed, securing a valuable partnership with OneSource Virtual. However, prioritizing a rapid launch over user experience led to some challenges—customers found the app difficult to use and untrustworthy, customer service was swamped, and the financial wellness features fell short of the competition. We aimed to grow Wagestream’s presence in the US by focusing on three key goals:
I was brought on as the Head of Design to hire and grow a UX practice and lead the redesign of the Wagestream US products.
I led and mentored a team of five designers by creating and optimizing processes, providing feedback and support, and producing all major deliverables and presenting them to company stakeholders & the CEOs.
Additionally, I worked closely with our leadership team to define the strategy and scope of our products—specifically our Head of Product, Head of Engineering, and CTO.
Wagestream US was experiencing growing pains. They hadn’t quite outgrown the freewheeling early-stage vibe, meaning there was a lack of formal processes. This was causing communication issues between teams, leading to confusion and delays in development and design.
To make matters trickier, they hadn’t established a clear roadmap or implemented user testing. While speed to market was a priority to meet business goals, the lack of quality assurance was putting a good user experience at risk. We needed to find a way to balance the need for speed with creating a product our users would love.
A fixed launch date forced us to work backwards, squeezing design into an engineering-led process. Sign-offs were dictated by engineering timelines, leaving little room for optimal design solutions. This aggressive approach created a high-pressure environment with significant coordination and time struggles.
To address these growing pains, I implemented an agile framework informed by Human-Centered Design (HCD) principles. This meant setting up a sprint cadence with daily standups for quick progress updates and weekly design reviews for in-depth feedback.
As I continued to spearhead a new workflow, collaboration soared. I created and maintained a number of workflow aids to help us continue to stay on track.
“These solutions truly transformed our environment and output, leading to a 64% increase in productivity..”
To ensure quality throughout the process, I also created a design QA plan that ran parallel to development sprints, guaranteeing adherence to our established design principles. These solutions truly transformed our environment and output, leading to a 64% increase in productivity. Daily interactions, transparent progress tracking, and a focus on real user feedback fostered a collaborative, cross-functional team culture that prioritized quality user experiences.
With no research plan in place, Wagestream US was struggling to understand its core users. Everyone wanted to make the app better, but a slew of ideas without direction along with lack of input from users was causing the team to lose focus. Knowing the importance of understanding problems prior to trying to solve them, I implemented a lean research strategy to quickly and efficiently gather insights.
I had to be scrappy with my plan. We had limited time and resources, but I didn't want to sacrifice what is arguably the most valuable step in a product redesign. I worked closely with other disciplines to gather as much user feedback as I could. Through limited user interviews, customer service call logs, and in-app surveys, we identified key pain points.
After analyzing this data and collaborating with our Head of Product, I delivered actionable insights leading to UX improvements, feature upgrades, and new product ideas.
Workers were frustrated that they could only track their earnings monthly. They expected the ability to easily see how much they were making each day, week, or shift so that they could be more informed when taking their pay early.
“It doesn't actually track what you have worked in a day. If I knew what I was making it would be easier for me to know how much I can take out.”
Workers were unsure about when or how much would be taken from their next paychecks if they used the service. They were confused about the language used, and were expecting to see key repayment details in the app, like dates of repayment and amounts to be repaid. This resulted in stress for workers and high customer service call volume and low app reviews for the business.
“I did use it but find it hard to understand when you take the money and month it will come out of”
Workers had trouble finding they were looking for due to poor information architecture and UX. There was a lack of transparency about how EWA works and the UI looked unprofessional, which led them to lose trust in the product. Workers expected to feel safe using an app that was so closely linked to their finances.
“I never know where to go to find my transferred money. I’m starting to wonder if the app is legit.”
The home screen only showed the option to initiate an earned wage transfer, so workers weren’t able to see relevant information about their finances, like shifts worked or expected pay. On top of that, the navigation was confusing, making it hard for them to find what they were looking for.
“I wish I could see more than just the transfers on my home screen when I log in. I have to search around for my shifts and I don’t always have time.”
The current product allowed for EWA and some light shift and pay tracking. Workers expressed the desire for tools beyond these to help them manage their finances. This would also be a win for the business, giving them a competitive edge.
“It does not tell me any of my earnings for my permanent position or my bank. It does not show any enhancements like other apps”
Armed with some solid research findings, I led a team of product owners, business stakeholders, engineers, and designers in a series of workshops where we:
Imagine building a house without a blueprint—it might stand, but it won't be strong, efficient, or beautiful. I led the creation of design principles (our blueprint) to empower our team to make wise decisions and appropriate trade-offs ensuring consistency, clarity, and a user-friendly experience across multiple apps.
We care for the people who use our products. We strive to make their lives better regardless of individual circumstances.
We offer users choices and give them powerful tools so that they can feel confident in managing their finances.
We are transparent and genuine in our communication show users that we’re always acting in their best interest.
We use intuitive and consistent design patterns that match users’ mental models and experience levels.
Our efforts resulted in a highly successful redesign, meeting our deadline by delivering 100+ unique screens and launching two new financial wellbeing features to empower workers to take control of their finances.
Read on to learn more about the updates and new features we added,
or check out the prototype in Figma.
Tailor your account view for a clear snapshot. Track expenses in a flash, and transfer funds with a tap. Your new dashboard gives you all the control you need, with none of the hassle.
Our redesigned transfer experience offers a clear and intuitive way to access your flexible pay. Plus, the new account switching feature lets you decide where your money goes, giving you total control.
Surfacing important details pre and post-transfer empowers userswith knowledge to make more informed decisions abouttheir finances.
We’ve made robust updates that help users get paid correctly, plan Like a boss, and find what they need fast.
Easy savings tools, flexible goals, and automated savings rules help you to invest in your future.
We revolutionized our partnership acquisition with a custom white-labeled design system, aptly dubbed “Remix”. This system, built with Themer and a meticulously crafted file and library structure which I pioneered, allows for instant UI rebranding within seconds.
Building a white-labeled design system is notoriously complex, and existing tools often fall short. My relentless research and iterative approach led to a groundbreaking solution. This system empowered our team to develop high-quality, beautifully designed apps for partners at an unprecedented pace.
No more tedious manual adjustments—simply swap out styles and components for a new brand identity. Themer proved to be a powerful design assistant, facilitating seamless UI component creation and iteration across various brands.
No more design or engineering silos—just streamlined workflows and a cohesive brand language for all. Plus, I championed the adoption of Zeroheight, a powerful documentation tool, and collaborated with engineers to create a universal taxonomy. This ensured consistent information architecture and made finding design components a breeze for everyone.
The Wagestream makeover had a positive impact across the board—for the business, our team, and most importantly, our users. But the redesign wasn't just a makeover, it was a transformation that sent Wagestream US skyward.
Our smart design system helped us build 2 new apps in just 4 months, fueling big growth in HR and Education. But the real win was speed—our new workflow framework allowed us get features to users 3x faster and manage multiple partnerships at once without sacrificing quality.
I’ve always excelled in product design, ops, and strategy. Over time I’ve also become really good at mentoring and leadership. What I WASN'T good at was balancing leadership with IC work. I’d been doing it for years, but always within the safe space of an agency where I could lean on others for support. Here, there was no safety net or support system for me when I was close to burnout. I’m going to be honest, I really struggled the first couple of months.
I wanted to give my full attention to these things, but I was also supposed to be directly contributing to the redesign.
Hiring was harder than it had been for me in the past due to a super slim budget. The team lacked process across the US and UK making it hard to keep design consistent. The more junior talent needed a lot of handholding. I wanted to give my full attention to these things, but I was also supposed to be directly contributing to the redesign. F*ck.
After working overtime for a while to try to meet all these demands, I realized that was not going to work long-term. I made a plan to make the team more self-sufficient so that I could focus on the most important parts of my job:
What I've learned here has significantly enhanced my ability to lead and manage design teams in demanding environments.
This experience forced me to confront a critical leadership gap, but by delegating effectively, fostering a collaborative culture, and implementing efficient processes, I successfully transformed my team into a more self-sufficient unit. What I've learned here has significantly enhanced my ability to lead and manage design teams in demanding environments.