How a smart design strategy unlocked 92% business growth

15 minute read
In today's competitive landscape, innovative design isn't just about aesthetics; under the right leadership, it becomes a strategic advantage. This project explores Wagestream’s remarkable journey, and how I approach product ownership, strategy, design ops, and team management to unlock substantial business growth.
We'll delve into how a well-crafted design system and focus on process streamlined development, boosted user engagement, and empowered Wagestream to scale partnerships at an unprecedented pace.
Discover how prioritizing user experience and operational efficiency can fuel explosive business growth – the Wagestream design dividend awaits.
Image of phone mockups showing Wagestream MyFlexPay UI elements
Featured Services
Leadership
Product Strategy
Product Ownership
Design Systems
Design Ops
UX/UI Design
Role

Head of Design

Client

Wagestream

Industry

FinTech

Background

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.

Photo of a smiling frontline worker in a hospital with a face mask on, holding a smartphone with the Wagestream app open
A happy frontline worker and Wagestream user in a hospital in the UK

The challenge

Prioritize design to drive company growth

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:

  • Make myFlexPay intuitive and accessible for the US market
  • Level up competitive advantage with comprehensive financial wellbeing tools
  • Unlock B2B growth with co-branded product offerings

My Role

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.

An image of the myFlexPay app before and after the redesign
Sneak peek of the evolution of the myFlexPay app from 2021 (left) to 2023 ( right).

The approach

From freewheeling
to focused

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.

Image showing three panels—one with a photo of part of the Wagestream team, one with two phone mockups and the words "mockup library," and one with a photo of sticky notes from a workshop

The art of working backwards

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.

A workflow that works wonders

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.

  • I built a cross-functional feature tracker system in Google Sheets that allowed everyone to see the big picture.
  • I designed a centralized mockup library in Figma that was accessible to all departments, making brand and UI consistency effortless for our marketing and customer care folks.
  • I created a user testing plan with easy-to-use templates that enabled us to quickly recruit participants and gather valuable user feedback to rapidly iterate on designs.
  • I led the effort in building our Confluence repository of epics, features, and user stories along with our Head of Product, which proved to be a game-changer for us when reporting to our CEOs.
  • I participated in backlog grooming to build out our sprints and created detailed Jira tasks for our design and engineering folks, allowing us to become more accurate when estimating our workload.
“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.

The instruction section of the centralized mockup library I created in Figma (click to enlarge and view more)

The process

Building the blueprint for a user-centric strategy

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.

Image showing various customer reviews for the Wagestream app

Uncovering valuable insights on a tight budget

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.

Image of a phone mockup showing old, confusing UI related to earnings

Lack of real-time earnings information

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.”
Image of a phone mockup showing old, confusing UI relating to EWA payback terms

Unclear repayment terms

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”
Image showing four diverse people looking confused

Security and trust were often in question

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.”
Image of a phone mockup showing old, confusing UI relating to a holistic view of finances

No way to see a holistic financial snapshot

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.”
Image showing a table of a competitive analysis comparing Wagestream to other EWA apps

Financial wellness features fell short of the competition

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”

Collaboration unlocks innovation

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:

  • Performed an audit of the current UX
  • Completed a competitive analysis
  • Aligned our project goals & prioritized key features
  • Mapped the primary user journey
  • Sketched out innovative ideas to enhance the new experience

Starting with principles to build an unshakable foundation

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.

Icon showing a heart with a computer mouse inside

Inclusive

We care for the people who use our products. We strive to make their lives better regardless of individual circumstances.

Icon showing a hand in a fist

Empowering

We offer users choices and give them powerful tools so that they can feel confident in managing their finances.

Icon showing a shield with a checkmark

Trustworthy

We are transparent and genuine in our communication show users that we’re always acting in their best interest.

Icon showing a smiling face

Familiar

We use intuitive and consistent design patterns that match users’ mental models and experience levels.

The redesign

Wagestream 2.0

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.

Image showing phone mockups of shiny new UI after a redesign

Your streamlined financial HQ

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.

Icon of dollar bills
Icon of a ring chart
Icon of a user dashboard
Image of a phone mockup showing a new dashboard feature for a financial EWA app
Icon of a user dashboard

Designed for everyone, built for you

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.

Icon of a heart with a computer mouse
Icon of a ring chart
Icon of a user dashboard
Icon of a dollar sign with two arrows moving away from each side

Financial foresight at your fingertips

Surfacing important details pre and post-transfer empowers userswith knowledge to make more informed decisions abouttheir finances.

Icon of an analog clock with a dollar sign
Icon of two speech bubbles
Icon of a light bulb
Icon of a light bulb

Level up your finance game

We’ve made robust updates that help users get paid correctly, plan Like a boss, and find what they need fast.

Icon of a list
Icon of a magnifying glass
Icon of a calendar
Icon of a calendar

Supercharge your savings

Easy savings tools, flexible goals, and automated savings rules help you to invest in your future.

Icon of a plant growing with a dollar sign coming out of it
Icon of a percentage sign
Icon of a piggy bank
Icon of money being moved
Icon of a piggy bank
Icon of money being moved

The design system

Introducing Remix

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.

Image of various components of a design system

Fully customizable, at lightning speed

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.

Video of our innovative design system in action, swapping brands on multiple screens in seconds instead of hours

Unified design at scale

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 impact

Faster features, faster growth

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.

Users felt the love, with engagement increasing by 36%
Yearly revenue increased by 92%
Attracted 3 major clients with over 
150,000 employees
Improved workflow with a 64% increase in team productivity
Support tickets decreased by 57%
Stats are based on user feedback and data analysis with contributions from the data engineering, customer service, and product teams.

Reflections

Leadership truly is a balancing act

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:

  • I implemented an iteration of a buddy system that worked well at one of my previous agencies, partnering senior talent with juniors and new hires to answer questions and help them learn the ropes, while I remained available for more in-depth mentoring.
  • I delegated work more freely and made design critiques fun. I empowered my team to take ownership of their work by building regular peer review sessions into our workflow. It was really rewarding to see them start to reach out to each other more frequently for feedback.
  • I did one of the things I’m an expert at and built out processes. I created an automated intake process using Slack’s workflow builder that made it easy for our designers to pick up work based on business priority without having to get too involved. I built a design system and spearheaded design documentation, creating great self-led reference material for the team.
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.

More project case studies coming soon!

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