Concept project Product Design

Fielmo

Fielmo is a self-initiated concept project — an invented early-stage SaaS/fintech startup made by the studio to demonstrate its approach to a usability audit and flow redesign. It was not commissioned by a real business.

A close crop of interface frames with corner-bracket selection marks over a fintech dashboard layout, warm accent light on one selected element.

01 — Challenge

  1. An early-stage fintech’s MVP had been built fast by the founding team to hit a demo deadline, and usability debt had reached the point where every new feature made onboarding worse, not better.
  2. Nobody in-house could say with confidence which of the product’s flows were actually losing users versus which just felt clunky — the team was guessing at priority.
  3. The brief called for a structured, evidence-based audit before any redesign work, so the fix effort went to the flows that mattered most first.

02 — Approach

Survey meant using the product like a first-time user would, flow by flow, and running a heuristic evaluation against WCAG basics rather than a subjective "this feels off" pass. Found was where the audit turned into priority: not every broken flow matters equally, so this stage ranked findings into quick wins versus structural fixes, based on where in the funnel each flow sat. Build, in this concept, extended into a redesign of the two highest-priority flows identified — onboarding and the core transaction flow — built as reusable components rather than one-off screens, so the fix wouldn’t need repeating the next time the product changed. Finish delivered an annotated findings report and interaction specs concrete enough that a developer could implement without a follow-up meeting.

04 — Outcome

  1. A prioritised findings report that separated quick wins from structural fixes, so the team knew what to act on this sprint versus what to plan for.
  2. A redesigned onboarding and core transaction flow built from reusable components, not one-off screens — the fix holds up as the product keeps changing.
  3. Interaction specs concrete enough to implement without a follow-up meeting — the handoff was the deliverable, not a slide deck about the handoff.

Not sure which flows are actually the problem?

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