Developing Safina, a case study on creating a new financial management app with a focus on user experience.

Let me take you through my process, a Safina feature that helps users to manage finance. 

About Safina

The project Safina is a comprehensive mobile app designed to help users manage their finances, save money, and make payments for various expenses. The app is specifically designed for the fintech industry and is intended to be user-friendly, secure, and reliable.

With Safina, users can easily create an account and link their bank accounts and credit cards to the app. They can also set savings goals and track their progress towards achieving them. Additionally, Safina allows users to make payments for different expenses, including bills, groceries, and transportation, among others.

One unique feature of Safina is the ability to request money from members. This feature is especially useful for users who need to borrow money from friends or family members. The app makes it easy to request and track the money, ensuring that users can easily manage their finances.

Mark Alain

Product design, UX design, UI design

Oct-Dec 2021

My Role
Product Designer (UX / UI)

Figma, Maze.

  • Please find a way to keep the money in one place from different sources and can use it for everyday purposes.
  • Complex functionality for banking apps to complete a simple task.
  • I feel insecure about using bank credentials.
  • No financial support during the crisis.
  • Create an easy interface for the user to use the app.
  • Connect different sources to keep safe money for payment and others.
  • Feel comfortable keeping a small amount of money and solving daily expenses.
  • Get support from family members.

1 Empathize

Research Goals

I began by creating a Research Plan that would help me:

1. Identify users’ needs in paying bills and doing online shopping. 

2. Identify the user’s pain points and goals to accomplish their task.

Next, I plan to find a user-friendly user interface with these goals. 


Secondary Research

To better understand users’ daily tasks to accomplish.

Competitive Analysis

To evaluate the strengths and weaknesses of other apps.

User Interviews

It will provide insight into the goals and frustrations of users and if frustrations relate to performing their financial tasks.

Competitive Analysis

User Interviews

Try to find out an idea about the user’s goal and frustration. It helped me a lot to understand their need.

  • Want to perform financial transactions without any hassle
  • Security is essential
  • Easy online shopping
  • Manage emergency money
  • Organized personal finance
  • Apps already on the market are so much heavy and complex to use
  • Need a long time to complete any task
  • Feel insecure about using bank credentials for online shopping
  • Bill payments are a tremendous headache
  • Don’t get any support when need emergency money

2 Define

User journey map

Safina is a platform where you can easily keep your money to do your everyday tasks. You need not always use your banking credentials. You can pay your bills, purchase medicine, and shop online. In addition, you can request money from your family members if you need money. It will make your life a lot easier.

User flow

3 Ideate


In this part, I have created sketches and wireframes for the apps. After that, all the screens are produced according to my research.

Illustration and Icons
Few Screens

4 Prototype

Hi-Fidelity Prototyping

Now that my design is finalized, I am ready to move on to the usability testing stage. The task of to sign up, add funds, pay bills and send funds request from members.

Usability Testing

I drafted a Usability Test Plan to prepare for my facilitation of the user testing.

Test Objectives

To check as the interface is easy for users to navigate the app.

Test Subject

High-fidelity prototype for apps to check user’s behaviour and whether they can perform their task efficiently.


Seven participants who want to use an easy solution

According to these heat maps, participants could efficiently perform

their tasks. Can create their profile, Add money, Pay bills and Send requests for money from family members.

According to Affinity Map, testers found the job easy to complete without problem.


Key Findings

All participants were able to complete the tasks successfully. Generally, participants found the navigation clear, easy, and straightforward.

Moderated participants rated the level of easiness for performing their task as 100%.

Few comments:

“I loved it; the interface is easy to use and can perform all tasks easily.”

“Easy to add money from the bank and can send requests to my members.”

“It will save me time to pay bills etc. I can utilize my free time.”

Next Steps

I will change some designs according to user feedback. Hopefully, then users will like the update.

Final Thoughts

It was a great challenge to create a user-friendly interface. In this app, users can complete their tasks quickly.