I designed Broad App from the ground up, transforming an idea into a seamless multi-currency finance platform. My role spanned UX strategy, user research, and iterative design, ensuring a smooth experience for global users.
Role:
Founding Product Designer
Industry:
Fintech
Duration:
2 years
The Idea
Broad App was built to simplify international transactions, offering users multi-currency accounts and seamless spending across borders. The founder had a clear vision but needed a product designer to translate it into an intuitive, high-functioning mobile experience.
From the earliest stage, I worked directly with the founder to shape the app, balancing user needs with startup constraints like time-to-market and technical feasibility. The challenge was to build an app that was both powerful and easy to use, catering to travelers and global spenders.
Making it real
Early Wireframes & User Discovery
I started with rapid wire framing, sketching multiple ideas to visualise the app’s core flows—account setup, currency exchange, and spending. These quick iterations helped surface early usability concerns, ensuring we tackled potential friction points before diving into high-fidelity designs.
Understanding the Brazilian user base was a key part of the process. Many Broad users are travelers, digital nomads, or individuals managing multiple currencies. Through research, I identified:
Pain points in existing currency exchange services.
How travellers make financial decisions abroad.
The importance of transparency in fees and conversions.
Iterative Design for a Startup
With a lean startup timeline, every design decision had to be efficient. I prioritised speed and adaptability, refining wireframes quickly and incorporating feedback from the founder and potential users. Key focus areas included:
A clean, intuitive UI to simplify financial transactions.
A frictionless onboarding process to encourage quick adoption.
A clear, structured navigation for managing multiple currencies effortlessly.
Curveballs
Designing for fintech meant navigating both technical and regulatory challenges. Some of the hurdles included:
Security & Compliance – Ensuring a seamless user experience while aligning with financial regulations.
Feature Prioritization – Balancing an ambitious roadmap with a realistic MVP for launch.
Currency UX Complexity – Designing an experience that makes handling multiple currencies feel intuitive.
By working closely with developers, we found solutions that kept the design user-friendly while respecting financial constraints.
Results that matter
Broad App successfully launched on the App Store, delivering a seamless multi-currency experience for global users. The final product included:
A smooth onboarding flow tailored for first-time users.
A clear and intuitive interface for managing, converting, and spending multiple currencies.
A well-structured app that aligns with fintech compliance while staying user-friendly.
Conclusion
Designing Broad App from the ground up was a rewarding challenge, combining user research, UX strategy, and iterative design. Working directly with the founder meant making fast, impactful decisions, ensuring we built a product that was both functional and scalable.
From ideation to launch, this project reinforced my ability to blend design thinking with startup agility, delivering an app that now serves a growing base of international users.
