Served as the sole designer on GoPlan, a Spanish fintech platform for private retirement plan management. Over 4 months, I delivered the complete product from zero: brand identity, design system, 20+ screens, custom illustrations, animated prototype, and landing page — all in a single engagement directly with the founding team. The product continued into active development after handoff, validating the scalability of the design foundation.
Year
2024
Client
GoPlan
0 → 1
Full product built from scratch — UX, UI, brand & prototype
4 months
Sole designer delivering end-to-end in a fintech product
5 in 1
UX · UI · Branding · Illustration · Prototype — solo
20+
Screens designed across core retirement planning flows
Approach
My role in this project focused on the comprehensive design of the entire brand ecosystem, from creating the logo, colors, and typography, to designing the graphic line for social media, and crafting each component for both the mobile main platform and the desktop back office. The design process began by understanding the client's mental concept and researching what the competition was doing that we could do better. Subsequently, we grasped the approach of potential users through surveys and forms regarding their needs. The design emphasized the the simplicity, elegance, and organization that a platform like this requires while usability focused on providing the best experience in the transparency of having your retirement money in the hands of professionals for the long term on an efficient and intuitive platform.
Research and Discovery
The project began by understanding what the competition was doing at the national level and identifying the pain points of people who wanted to start or continue its retirement plan. By understanding this, I started to build the identity and information architecture to begin validating with users and then sketch the first screens of the platform.
User Research and Insights
We identified patterns such as little understanding of user flows, a lot of information that is poorly organized and uses very complicated terms for the type of user they are dealing with.
Design Process
The design process focused on creating an intuitive, responsive interface that simplifies navigation and enhances the user experience. The design also incorporated visual elements that guide users seamlessly through the long-term investment calculation, overall visualization of contributions and financial distribution of your money, with a elegant and minimalistic aesthetic that reflects the financial security expected in this industry.
Key Features
· Led end-to-end design of a Spanish fintech SaaS (retirement planning) as sole designer — 0 to handoff in 4 months
· Delivered full brand identity: logo, color system, typography guidelines, and custom icon set
· Designed 20+ screens across core flows with animated Figma prototype for stakeholder validation
· Built scalable UI foundation that the dev team continued building on post-handoff
Testing and Refinement
A design is only as strong as its performance in the hands of the user. To validate the platform’s efficiency, I conducted usability testing sessions focusing on the critical paths of both the mobile interface and the desktop back office. By observing how users navigated the retirement fund management flows, I identified friction points in the onboarding and data visualization sections.
Through an iterative refinement process, I simplified complex financial dashboards and optimized the information hierarchy to enhance transparency. These adjustments were not merely aesthetic; they were strategic updates to ensure that the final product was not just intuitive, but also built a sense of security and trust for the long-term investor.