The right UX unlocks trust—and scale.
When Human Interest launched, it was just an idea. No product. No site. No strategy. I worked directly with the founding team—Roger Lee and Paul Sawaya—to define the UX foundation that would support everything they built next.
The work wasn’t visual. It was operational. The kind of UX that drives confidence in complex systems like retirement planning.
Our Approach
We started with behavior. What users feared. What they misunderstood. What would help them feel in control. I mapped onboarding to confidence points, streamlined decision paths, and built early UI models that would eventually evolve into scalable flows across the platform.
We also introduced friction-reduction strategies—cutting down setup drag and nudging users toward key milestones faster. Because in fintech, trust is a flow state.
