Overview
Turning a business concept into a tangible digital experience through product design, user experience leadership, and audiovisual storytelling.
Working directly with the CEO, I helped shape the digital experience of an early-stage fintech, connecting the company's commercial narrative with the design of an interactive product demonstration.
Context
AuAg is a fintech startup developing a platform designed to make precious metals such as gold, silver, and platinum more accessible to individual investors.
Its proposed ecosystem combines precious metals investing, a payment card, and a rewards system linked to metals.
When I joined as Head of UX/UI, the company was refining its website while partnerships, operational processes, and financial infrastructure were still being structured ahead of investment.
The digital experience had two complementary purposes: introduce the concept to potential customers and communicate the business vision to prospective investors.
The Challenge
How do you make a sophisticated financial product feel approachable, intuitive, and engaging before the business is fully operational?
The website needed to communicate credibility, explain a new value proposition, and generate interest among different audiences.
At the same time, the startup needed a tangible demonstration of its future product: an application that could communicate how users would navigate, invest, monitor their holdings, and interact with the proposed ecosystem.
The experience had to feel accessible and rewarding without sacrificing the clarity and seriousness expected of a financial product.
Strategy & Design Decisions
Connecting business vision and user experience
Working in direct collaboration with the CEO, I participated in the ongoing definition and validation of the digital experience.
While the company's broader business objectives were established by its leadership, I independently proposed several UX and interaction design solutions intended to make the product easier to understand and more enjoyable to use.
Reducing perceived complexity
One of the guiding principles was to make precious metals investing feel less intimidating to consumers unfamiliar with these assets.
I explored intuitive interactions, immediate visual feedback, clear information hierarchy, and refined microinteractions to create a sense of simplicity and responsiveness.
Designing the product journey
Using Figma, I designed the application's user journeys, information architecture, interfaces, and interaction patterns.
These designs informed the development of a functional demonstration MVP covering the core experiences planned for the product.
Selling the vision through audiovisual storytelling
For the website, I combined AI-generated visual material with extensive editing, compositing, and motion graphics in Adobe After Effects.
The goal was to create a compelling audiovisual narrative that communicated the company's ambition, positioned the product as premium, and made the concept more tangible.
The Solution
A website designed for two audiences
An engaging digital presentation combining product messaging, visual storytelling, and cinematic motion to address both potential users and investors.
An interactive product demonstration
A functional MVP based on the Figma experience, allowing visitors to explore the application's proposed features using a fictional starting balance.
The demonstration includes simulated product interactions but does not support real financial transactions or full user account management.
Together, these experiences allow the AuAg concept to be communicated through both a commercial narrative and an interactive demonstration.
My Role
Head of UX/UI
Responsible for directing the product's user experience, designing application journeys and interfaces, proposing interaction patterns, shaping the website's visual narrative, and collaborating directly with the CEO throughout the design and validation process.
My work also included generative AI-assisted audiovisual production, video editing, motion graphics, and collaboration around the MVP implementation.
Outcomes
- A website supporting the startup's presentation to potential customers and investors.
- A cohesive product experience designed in Figma.
- An interactive MVP demonstrating core user journeys with simulated funds.
- A stronger visual and functional representation of a business concept still in development.
As AuAg remains in its pre-investment stage, these outcomes represent design and product demonstration achievements rather than commercial adoption, revenue, or live financial activity.
Expertise
- Product Design Leadership
- UX/UI Strategy
- Interaction Design
- User Journey Mapping
- Information Architecture
- Figma
- Prototyping
- MVP
- Executive Collaboration
- Creative Direction
- Generative AI
- Adobe After Effects
- Motion Graphics
- Digital Storytelling