Overview
I joined ONMO, an early-stage fintech building a credit card for the UK market, as its first in-house designer. The product was live but built quickly by multiple freelancers, leaving inconsistent experiences and unclear hierarchy across core journeys. Regulatory expectations were rising, and an ambitious roadmap sat ahead of foundations that weren’t ready to carry it.
Rather than layering more features onto a fragile base, I proposed a full reset, aligning brand and product around a shared design system and building the processes to support growth. With buy-in from the CEO and investors, that became a full brand refresh, redesigned app and website, and a more mature, scalable design practice.
Impact
Fewer missed repayments
Measured in the second quarter after launch, which also meant fewer late fees for customers and lower write-off losses for the business.
Modern, trustworthy, confident, exactly as briefed
Brand perception score in an independent 5,000-person study, where 84% preferred ONMO's new identity over the old.
Fewer calls about account information
In the first quarter after launch, calls about locating account information dropped by 41%, falling out of Support's most common contact reasons.
Built ONMO's design function from the ground up, its first in-house design team
Hired, mentored, and grew the team while embedding standards and ways of working.
Established ONMO's first in-house research and testing capability
Grounded decisions in real behaviour instead of opinion, across product, design, and engineering.