Suma Wealth is on a mission to close the financial literacy gap for Latinos in the U.S. — but users were getting lost. Research pointed to two culprits: confusing navigation and visual overload. The fix was a complete UI overhaul and a new AI financial agent, turning a cluttered experience into one that actually guides people through their finances.
SUMA WEALTH
App & Website redesign
MY ROLE
Sole designer
DURATION
6–12 months
SCOPE
UX, UI, Research
PLATFORM
iOS & Android
AVAILABLE FOR DOWNLOAD
20%
30%
Increase in app engagement & recognition
Production costs cut by insourcing design
80+
Assets delivered monthly across 4 simultaneous projects
DISCOVERY
PROJECT TIMELINE
Research & audits
DESIGN
Wireframes & UI
SUPPORT
QA & handoff
PLATFORM
iOS & Android
OVERVIEW
PROBLEMS
Limited capabilities due to the use of web views
SOLUTIONS
Unnecesary information cards taking too much space and confusing users
APP REVIEW
High drop-off rate due to an unclear onboarding — users didn't know where to start
Outdated overall look for the industry standard
Hard to navigate and confusing flows
Developed an AI Financial Agent for the app to keep up with the industry
Removed red to reduce stress — shifted to a cooler, calmer tone
Redesigned onboarding with two clear user paths to reduce drop-off
Created new components with minimal and comprehensive icons
Removed unnecessary components to reduce drop-off and confusion
Poor typography choices hurting readability
Switched to Poppins for a warmer, more readable type system
BEFORE & AFTER
NEW SCREENS
FINAL DESIGNS
V4 IN PROGRESS
CURRENT WORK
100% Native App
Eliminating all third-party widgets and rebuilding every screen with native components for better performance, consistency, and design control.
Onboarding redesign
Onboarding is our biggest friction point with users. Simplifying the flow to reduce drop-off and get users to their first "aha moment" faster.
MOTION GRAPHICS
DESIGN WORK
SOCIAL MEDIA
DESIGN WORK
SO DO YOU LIKE MY STUFF?
Contact me for full-time, freelance oportunities or just to say a few nice words, I won’t mind at all.
