Finesa

Designing a modern financial platform that simplifies complex services through intuitive experiences and scalable product systems.

Overview

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Finesa is a vehicle and insurance financing company that needed to modernize its digital presence across three connected products: FinesaPay, the vehicle financing application, and the corporate website. Rather than treating these as three separate efforts, the goal was a consistent visual and interaction language across all of them, backed by a scalable enterprise architecture capable of handling secure transactions and business rules behind the scenes.

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I led the UI design across this ecosystem, working alongside the Product Design Lead, a UX Designer, the project manager, stakeholders, and developers throughout. After establishing the visual direction through moodboarding and competitive benchmarking, I designed the UI proposal for the homepage and two key inner pages, which then became the reference the rest of the team built from a structure that let the team move faster across a genuinely large scope.

Key Services & Role

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Role: Lead UI Designer

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I led the UI design for Finesa, working hand-in-hand with the Product Design Lead, the UX Designer, the project manager, stakeholders, and developers throughout the project. The process started with a moodboard and extensive competitive benchmarking to establish the visual direction before any screens were designed.

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Once I completed the UI proposal for the homepage and two key inner pages, that work became the reference standard handed off to the rest of the design team — letting them build out the remaining pages in parallel rather than waiting on a single designer, which kept the project moving faster given the platform's scope (FinesaPay, the vehicle financing form, and the corporate website). Throughout implementation, I reviewed UI work hand-in-hand with the team lead to keep everything consistent with the approved direction.

Challenge

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Finesa needed a digital presence built from scratch across three connected products — FinesaPay, the vehicle financing application, and the corporate website — with no existing design system or visual language to build on. Without that foundation, there was a real risk of each product being designed in isolation, ending up as three disconnected tools that happened to share a company name rather than one cohesive Finesa experience.

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The challenge was twofold: design an interface serious enough to carry the trust financial and vehicle-financing products require, while establishing a consistent visual and interaction language from day one — one strong enough that a team building three products in parallel could stay aligned without constant one-off decisions.

Goals

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User goals

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Navigate financing and payment flows (FinesaPay) with confidence, not confusion
Understand complex financial and vehicle-financing information without feeling overwhelmed
Complete applications and payments with minimal friction
Feel secure and supported throughout, given the sensitivity of financial data

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Client goals

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Modernize the digital experience consistently across FinesaPay, the vehicle financing application, and the corporate website
Establish one visual language across products that had previously felt disconnected
Create a UI reference (homepage + inner pages) the broader design team could execute from quickly
Support a scalable, secure backend architecture capable of integrating multiple business systems

Product Design Approach

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The process began with a moodboard and extensive benchmarking against competitors in financial services and vehicle financing, establishing a visual language that felt modern and trustworthy without defaulting to generic "fintech blue." From there, I designed the UI proposal for the homepage and two core inner pages — these became the reference the rest of the team used to move quickly across the platform's other flows.

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Rather than designing every page myself, I focused on getting the homepage and inner-page proposals right first, then handed that direction to the wider team so multiple pages could be built in parallel. I stayed closely involved through review working directly with the team lead to check implementation against the approved UI before anything moved forward , so speed didn't come at the cost of consistency.

Project Solutions

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We approached Finesa as more than a financial platform—it was an opportunity to create a product experience that builds trust through clarity and consistency. Every interaction was designed to reduce friction, simplify decision-making, and help users accomplish their goals with confidence.

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Our process focused on:

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Moodboard & Competitive Benchmarking — Established the visual direction through extensive research into competitor platforms in financial services and vehicle financing.
UI Proposal (Homepage + Two Inner Pages) — Designed the reference UI that defined typography, color, layout, and interaction patterns for the rest of the platform.
Team Handoff for Parallel Execution — Handed the approved direction to the design team once the proposal was finalized, enabling faster delivery across FinesaPay, the vehicle financing form, and the corporate website.
UI Review & Quality Control — Reviewed implementation hand-in-hand with the team lead throughout the project, keeping delivery aligned with the approved design direction.

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The result is a scalable financial platform that delivers a more intuitive user experience while supporting Finesa's long-term digital strategy and product evolution.

Outcomes

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Starting from nothing, the project established one consistent visual and interaction language across FinesaPay, the vehicle financing application, and the corporate website — replacing what could have easily become three disconnected products with a single, cohesive Finesa experience.

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The UI proposal for the homepage and two core inner pages became the reference point the rest of the design team built from, letting the team work in parallel across a large scope instead of waiting on every page to be designed individually. Ongoing review with the team lead kept implementation consistent with that original direction throughout delivery.

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The result is a foundation Finesa can continue building on — new pages and flows have a clear visual and interaction standard to follow, rather than starting from scratch each time.

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Project Impact

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5 Digital Experiences

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‍The project addressed a fragmented ecosystem spanning the corporate website, payments, vehicle financing, marketplace, and business administration experiences.

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