RESULTS & REFLECTION

Over two and a half years at ONMO, my work extended well beyond a single redesign. I helped strengthen how the organisation approached product, design, and research — from leading a full brand reset and rearchitecting the app, to establishing design foundations, operational practices, and an in-house research capability.

Operating in a fast-moving startup environment meant priorities shifted, products evolved, and regulatory expectations continued to change. The most important lesson was the value of investing early in clear, flexible foundations — enabling the team to adapt quickly without fragmenting the experience or accumulating unnecessary risk.

The impact of this work was visible across both the product and the organisation. Clearer information architecture and in-app signalling helped reduce customer confusion and missed repayments, while improved hierarchy and notifications contributed to fewer support queries around core tasks. App Store reviews reflected stronger usability and trust, and the new brand expression brought greater coherence and clarity across product and marketing touchpoints. Internally, teams had stronger conviction in the experience we were shipping and the decisions behind it.

More than the screens delivered, the most meaningful outcome was a shift in how design operated within the business. Design became a strategic partner across product, engineering, and compliance — improving alignment, decision-making, and shared ownership of the customer experience. Together, these changes reinforced the importance of clarity as the foundation for building trustworthy, scalable products in regulated environments.