case study 5 – Creattaf

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Designing a Fintech SaaS Experience Powered by AI

UX/UI SaaS AI Branding & Art Direction Front‑End

IMPORTANT: This is a fictional concept project created solely for design exploration. It is not affiliated with, endorsed by, or associated with any real company, brand or organisation — including any that may have similar names. All branding, visuals and content were created for portfolio purposes only.

Overview

Project

Designing a budgeting experience that helps users understand their spending and increase their savings.

Duration

Challenged myself to design and finish the project in just one week

Problems

While mobile apps dominate, some users still prefer a more deliberate, sit‑down approach to monthly planning, with automation layered in where it adds value.

Goals

Develop a modern, wide‑screen interface that is easy to use and engaging enough to retain users.

My role

UI/UX designer, branding and Front-end Development.

My responsibilities

Handled the full design cycle: research, wireframes, prototypes, and interface development.

Understanding user paint points and crafting a response

I originally created Tawfirna as a simple personal finance concept, but revisiting it with a deeper understanding of my audience made it clear that the experience needed to evolve. Many users in the region prefer a calmer, more focused environment for financial planning — something a quick mobile interaction simply doesn’t provide. This led me to re‑develop Tawfirna as a richer, desktop‑friendly SaaS platform with a stronger brand identity, expanded functionality, and a more culturally aligned visual language.

Through research and early testing, several recurring pain points became clear:

Mobile apps feel too rushed for serious financial planning and don’t support deep focus
Users want a full‑screen view to compare expenses, goals, and trends side‑by‑side
Financial tasks often require dedicated time, not quick on‑the‑go interactions

People want to start work, pause, and return later without losing progress
Tools are scattered across apps — reminders, calculations, goals, planning, exporting
Long‑term planning creates anxiety without structure or visual clarity
Many users want shared access for partners or family members
Less tech‑savvy users benefit from AI assistance to guide tasks and simplify decisions

These insights shaped the direction of the redesign. I created personas across young professionals, families, and small business owners, synthesised their needs into clear themes, and focused on the requirements that resonated most strongly. Guided by a full UX lifecycle — from research and ideation to wireframes, prototypes, and a working interface — the new Tawfirna became a more grounded, trustworthy, and adaptable financial experience aligned with both modern SaaS expectations and regional cultural values.

The Solution

The redesigned Tawfirna brings all of these needs together into one focused, desktop‑friendly financial platform. It offers the clarity of a full‑screen workspace, the structure required for long‑term planning, and the flexibility to start, pause, and return to tasks without losing progress. Users can manage budgets, track goals, calculate Zakat, set reminders, compare months side‑by‑side, and keep all their financial tools in one place.

For users who feel overwhelmed or less confident with technology, an integrated AI assistant helps simplify tasks, explain insights, and guide decision‑making. Altogether, Tawfirna becomes a calm, culturally aligned, and comprehensive solution that supports users in planning their financial lives with confidence and clarity.