Cash ISA
Overview:
The Cash ISA was a key initiative to expand Wealthify’s range of tax-efficient savings products, enabling customers to save without paying tax on interest earned.
Many users are discouraged from saving due to complexity, lack of clarity, and concerns around returns. The goal of this project was to create a simple, transparent experience that encourages consistent saving behaviour while meeting regulatory requirements.
The feature was successfully launched in December 2024, following close collaboration across Product, Engineering, and Compliance teams, and iterative user testing to refine the experience.
My Role:
As the Product Designer, I led the end-to-end design of the Cash ISA experience across web and mobile.
I was responsible for:
- Designing onboarding and account management journeys
- Translating complex financial concepts into clear, intuitive flows
- Creating wireframes, high-fidelity designs, and interactive prototypes
- Collaborating with Product, Engineering, and Compliance to ensure feasibility and regulatory alignment
- Running usability testing and iterating based on feedback
- Using AI tools to explore onboarding flows, generate content variations, and accelerate early-stage prototyping
- Ensuring accessibility and consistency across light and dark modes
- Supporting delivery through to launch
Tools:
- Figma
- Zeplin
- Overflow
- Illustrator
- Confluence
- Jira
- Miro
- Power BI
- Slack
The Problem:
Many customers struggle to save effectively due to:
- Concerns about tax reducing returns
- Complex account setup processes
- Lack of clear, accessible savings products
This creates friction and discourages long-term saving behaviour.
The Challenge:
Designing the Cash ISA required balancing usability with strict financial and regulatory constraints:
- Communicating tax-efficient savings clearly to a broad audience
- Designing a multi-step onboarding journey without overwhelming users
- Ensuring compliance with AML and legal requirements
- Supporting both new and existing customers seamlessly
- Maintaining consistency across web and mobile platforms
The goal was to simplify complexity without losing accuracy or trust.
Approach:
The project was driven by a user-centred, iterative approach:
- This ensured the final experience balanced clarity, compliance, and usability.
- Conducted usability testing to identify friction points in onboarding
- Worked closely with Product, Engineering, and Compliance to align on constraints and opportunities
- Mapped end-to-end journeys to simplify flows and remove unnecessary steps
- Used AI-assisted tools to rapidly explore different onboarding structures and refine user flows
- Iterated designs based on user feedback and stakeholder input
This ensured the final experience balanced clarity, compliance, and usability.
Solution:
The final experience provides a clear, guided journey that allows users to:
- Understand the product
Review key benefits, terms, and summaries - Set up their account
Enter or confirm personal details with minimal friction - Fund their savings
Add one-off or recurring payments - Complete verification
Seamlessly pass AML and legal checks - Start saving
Manage their account easily within the app or web
The solution simplifies a traditionally complex process into an intuitive, user-friendly experience.
Impact:
- 65% of new customers opened a Cash ISA via cross-sell across web and app
- Achieved 105% of target performance
- Reduced friction in onboarding and account setup
- Improved clarity around tax-efficient savings
- Encouraged consistent saving behaviour through flexible design
My Design Process:
- User research and usability testing
- Journey mapping and flow design
- Wireframing and low-fidelity exploration
- Using AI tools to generate flow variations, refine microcopy, and speed up ideation
- Iterative design with stakeholder and compliance feedback
- High-fidelity UI design aligned to accessibility standards
- Prototyping for validation and demos
- Developer collaboration for implementation
- Launch support and refinement
Product:
The Cash ISA is available across web and mobile, providing a seamless way for users to open, fund, and manage a tax-efficient savings account.
Outcome:
This project demonstrates how thoughtful design can simplify complex financial products, balancing regulatory requirements with intuitive, user-friendly experiences that drive both customer value and business outcomes.
Wireframe:
To see the full user journey and wireframe, please scroll through the embedded pdf below or click to enlarge. To see the full high fidelity prototype created using Figma please click on the button at the end of the PDF or by clicking here.
