Challenge

Investing in the Philippines carries a perception problem. For most people, it feels intimidating, complicated, and reserved for those who already have money. The MVP had launched three months prior and established the core functionality, but the team recognized two gaps: the visual experience didn't match the product's friendly, accessible positioning, and the user flows still carried friction that made the learning-to-investing transition feel disjointed. The brief from the team was clear: investing doesn't have to be boring.

Approach

I took over as product design lead three months post-MVP. My focus was split between elevating the visual layer and tightening the user journey. For the visual direction, I introduced illustrations rooted in real life. Rather than abstract financial graphics, every illustration replicated familiar Filipino scenarios to build emotional connection and make investing feel relatable, not aspirational. Illustrations also served a functional purpose: they reduce ambiguity and communicate concepts faster than text in a product built around financial literacy. On the interaction side, I added animations to key moments in the learning and investing flows, reinforcing progress and making each step feel rewarding rather than transactional. I restructured user flows to remove unnecessary steps and create a smoother path from lesson completion to account opening to first investment.

Outcome

The redesigned Earnest delivered a more cohesive, emotionally engaging experience that lowered the intimidation barrier around investing. The visual system grounded the product in everyday Filipino life, and the streamlined flows reduced friction between learning and taking action.

The platform serves as proof that financial products don't need to look or feel like financial products to earn user trust.