Lucid Finance iOS App
Designing a Trust-Centered AI Financial Guidance Platform for the Modern Workforce
Short Executive Summary
Lucid Finance explores how AI-native systems can help employees make more confident financial decisions through transparent, explainable, and low-friction guidance experiences.
Designed as a B2B2E platform, the product focused on balancing AI automation with human trust, operational clarity, and enterprise-grade privacy expectations.
The Problem
Financial tools often provide:
fragmented information,
reactive tracking,
and cognitively overwhelming experiences.
Users frequently understand their financial data but struggle to confidently act on it.
The opportunity was to design a system that transformed raw financial information into actionable financial clarity.
Defining the Initial User Segment
Rather than designing for every financial user, the product focused on a specific workforce segment:
digitally comfortable,
financially anxious,
action-oriented users seeking guidance rather than spreadsheets.
This helped prioritize:
onboarding simplicity,
explainable recommendations,
low-friction workflows,
and emotional clarity over financial complexity.
Minimum Viable Segment
Ogilvy & Mather
Senior Art Director | Jan 2020 – Present
Managed a team of designers, copywriters, and photographers to deliver projects under tight deadlines. Led the redesign of Coca-Cola's digital assets, improving usability and aesthetic consistency.
Pentagram
Graphic Designer | May 2015 – Dec 2019
Designed comprehensive brand identities, including logos, packaging, and promotional materials. Collaborated with clients like Spotify and Airbnb to translate concepts into visually compelling campaigns.
Phase 1 : Designing AI With Trust
Bachelor of Fine Arts in Graphic Design
Rhode Island School of Design (RISD) | Graduated: May 2015
Certificate in UI/UX Design
General Assembly, New York | Completed: Dec 2017
Phase 1 : Designing AI With Trust
The AI experience was designed as a persistent contextual layer across the platform:
surfacing proactive insights,
connecting financial behaviors,
and reducing cognitive load across workflows.
The goal was not conversational novelty,
but actionable clarity.
Designing for Long-Term Adoption
The product explored how personalization, contextual memory, and connected workflows could improve:
user confidence,
retention,
and long-term engagement.
How Design Decisions Were Made
Best Campaign Design | Cannes Lions, 2022
Top Graphic Design Portfolio | AIGA Design Awards, 2021
Emerging Art Director | Clio Awards, 2020
Reflection
Users trust systems that:
explain themselves,
respect user control,
reduce cognitive effort,
and consistently support decision-making.
The project became an exploration of how AI can move beyond automation and instead become a calm, collaborative layer within sensitive human workflows.