Artrya
Redesigning the UX and defining the brand of an AI health tech tool to help transform coronary diagnosis.
role
Product Designer
year at company
2019
Good Money was a digital banking platform founded in 2018 with an ambitious mission: enable customers to become "owners" through equity rewards while dedicating 50% of profits to environmental initiatives. The vision was compelling, but the execution had critical gaps—an opaque equity model left users confused about their ownership stake, sustainability impact felt abstract and distant, and the path to profitability remained unclear.
Good Money was a digital banking platform founded in 2018 with an ambitious mission: enable customers to become "owners" through equity rewards while dedicating 50% of profits to environmental initiatives. The vision was compelling, but the execution had critical gaps—an opaque equity model left users confused about their ownership stake, sustainability impact felt abstract and distant, and the path to profitability remained unclear.
Reimagining Good Money
After years of reflecting on what the company could have been, I redesigned the platform end-to-end in 2025 to solve these fundamental tensions:
• How do you make sustainable finance feel immediately rewarding rather than aspirational? • How do you create tangible value that drives both engagement and monetization?
This redesign reimagines the business model, incentive structures, and user experience to make impact visible, ownership meaningful, and sustainable choices feel like wins—not sacrifices.
Good Money was a digital banking platform founded in 2018 with an ambitious mission: enable customers to become "owners" through equity rewards while dedicating 50% of profits to environmental initiatives. The vision was compelling, but the execution had critical gaps—an opaque equity model left users confused about their ownership stake, sustainability impact felt abstract and distant, and the path to profitability remained unclear.
What we achieved
What we achieved
What we achieved
+27%
New accounts added
New accounts added
increasse in new linked accounts within the first half post launch.
increase in new linked accounts within the first half following optimization.
+36%
Transfer completion rates
Transfer completion rates
Led redesign of transfers, significantly boosting completion rates with a more seamless UX.
Reimagining Good Money
A personal project
Reimagining Good Money
A personal project
Reimagining Good Money
A personal project
2025
A few years after leaving, I redesigned the platform end-to-end to demonstrate how I'd approach the core tensions the product faced.
A few years after leaving, I redesigned the platform end-to-end to demonstrate how I'd approach the core tensions the product faced.
Challenge
Two fundamental tensions
Challenge
Two fundamental tensions
How do you make sustainable finance feel immediately rewarding rather than aspirational?
How do you create tangible value that drives both engagement and monetization?
How do you make sustainable finance feel immediately rewarding rather than aspirational?
How do you create tangible value that drives both engagement and monetization?
How do you make sustainable finance feel immediately rewarding rather than aspirational?
How do you create tangible value that drives both engagement and monetization?
How do you make sustainable finance feel immediately rewarding rather than aspirational?
How do you create tangible value that drives both engagement and monetization?
Approach
Reordering priorities: Utility before values
The original design treated these as separate problems. I approached the redesign with three interconnected convictions:
Provide utility first, reinforced by the mission
Mission-driven products fail when values aren't woven into the actual experience. The solution: make the core transaction delightful, and trustworthy first. Every feature should be usable and then reinforce the mission.
Connected ecosystems over scattered features
Isolated features lack intention and confuse users. Connected systems feel inevitable; each piece enables the next. Transform the product from "here are things you can do" to "here's how your money creates impact."
Create immediate impact for users no distant promises
Abstract rewards lose to tangible progress. Users need to feel something now. Progress, ownership, contribution…once you've earned trust, delayed gratification works.
The original design treated these as separate problems. I approached the redesign with three interconnected convictions:
Provide utility first, reinforced by the mission
Mission-driven products fail when values aren't woven into the actual experience. The solution: make the core transaction delightful, and trustworthy first. Every feature should be usable and then reinforce the mission.
Connected ecosystems over scattered features
Isolated features lack intention and confuse users. Connected systems feel inevitable; each piece enables the next. Transform the product from "here are things you can do" to "here's how your money creates impact."
Create immediate impact for users no distant promises
Abstract rewards lose to tangible progress. Users need to feel something now. Progress, ownership, contribution…once you've earned trust, delayed gratification works.
The original design treated these as separate problems. I approached the redesign with three interconnected convictions:
Provide utility first, reinforced by the mission
Mission-driven products fail when values aren't woven into the actual experience. The solution: make the core transaction delightful, and trustworthy first. Every feature should be usable and then reinforce the mission.
Connected ecosystems over scattered features
Isolated features lack intention and confuse users. Connected systems feel inevitable; each piece enables the next. Transform the product from "here are things you can do" to "here's how your money creates impact."
Create immediate impact for users no distant promises
Abstract rewards lose to tangible progress. Users need to feel something now. Progress, ownership, contribution…once you've earned trust, delayed gratification works.
Rethinking the Ecosystem
Connected systems > Scattered features
Rethinking the Ecosystem
Connected systems > Scattered features
Rethinking the Ecosystem
Connected systems > Scattered features
Rethinking the Ecosystem
Connected systems > Scattered features
Original product ecosystem
Original product ecosystem
Original product ecosystem
Original product ecosystem
No mechanism to track sustainable impact
Features scattered with no unified thread
Users couldn't see value of their choices
No mechanism to track sustainable impact
Features scattered with no unified thread
Users couldn't see value of their choices
No mechanism to track sustainable impact
Features scattered with no unified thread
Users couldn't see value of their choices
No mechanism to track sustainable impact
Features were scattered with no unified thread
Users couldn't see value or impact of their choices
Reimagined Product Ecosystem
Reimagined Product Ecosystem
Reimagined Product Ecosystem
Reimagined Product Ecosystem
Every money move (spend, save, transfer, invest) connects to Good Points
Good Points feed into impact visibility and redemption
All pieces reinforce a single, coherent system
Every money move (spend, save, transfer, invest) connects to Good Points
Good Points feed into impact visibility and redemption
All pieces reinforce a single, coherent system
Every money move (spend, save, transfer, invest) connects to Good Points
Good Points feed into impact visibility and redemption
All pieces reinforce a single, coherent system
Every money move (spend, save, transfer, invest) connects to earning Good Points
Good Points feed into impact visibility and redemption
All pieces reinforce a single, coherent rewarding system
Establishing tone
The sensory layer: pulling users in and getting them to stay.
Establishing tone
The sensory layer: pulling users in and getting them to stay.
Establishing tone
The sensory layer: pulling users in and getting them to stay.
Establishing tone
The sensory layer: pulling users in and getting them to stay.
The original onboarding felt corporate. This redesign uses visual storytelling with rainforests, renewable energy, oceans to establish Mission context and pull users in before users engaging transactionally. It's not decoration, it's foundation. When users are reminded of what "sustainable" actually means first, every interaction feels purposeful rather than transactional.
The original onboarding felt corporate. This redesign uses visual storytelling with rainforests, renewable energy, oceans to establish Mission context and pull users in before users engaging transactionally. It's not decoration, it's foundation. When users are reminded of what "sustainable" actually means first, every interaction feels purposeful rather than transactional.
The original onboarding felt corporate. This redesign uses visual storytelling with rainforests, renewable energy, oceans to establish Mission context and pull users in before users engaging transactionally. It's not decoration, it's foundation. When users are reminded of what "sustainable" actually means first, every interaction feels purposeful rather than transactional.
The original onboarding felt corporate. This redesign uses visual storytelling with rainforests, renewable energy, oceans to establish Mission context and pull users in before users engaging transactionally. It's not decoration, it's foundation. When users are reminded of what "sustainable" actually means first, every interaction feels purposeful rather than transactional.
Making money movement obvious
Person-to-Person transfers
Making money movement obvious
Person-to-Person transfers
Making money movement obvious
Person-to-Person transfers
Before
Before
Before
Move money flow buried and disorienting
Too many confusing options
Prioritized upselling Good Shares over utility and ease of use
Poor visual and content design
Move money flow buried and disorienting
Too many confusing options
Prioritized upselling Good Shares over utility and ease of use
Poor visual and content design
Move money flow buried and disorienting
Too many confusing options
Prioritized upselling Good Shares over utility and ease of use
Poor visual and content design
After
After
After
Made Pay and Request obvious primary actions
Clear decision path all in one screen: who, how often, which account, what for
Connected to Good Points reward system in context (tangible vs. abstract equity)
Made Pay and Request obvious primary actions
Clear decision path all in one screen: who, how often, which account, what for
Connected to Good Points reward system in context (tangible vs. abstract equity)
Made Pay and Request obvious primary actions
Clear decision path all in one screen: who, how often, which account, what for
Connected to Good Points reward system in context (tangible vs. abstract equity)
Making money movement obvious
Person-to-Person transfers
Before
Move money flow buried and disorienting
Too many confusing options
Prioritized upselling Good Shares over utility and ease of use
Poor visual and content design
After
Made Pay and Request obvious primary actions
Clear decision path all in one screen: who, how often, which account, what for
Connected to Good Points reward system in context (tangible vs. abstract equity)
Why this matters
This demonstrates how repositioning for utility first can improve both the user experience and business outcomes simultaneously.
Why this matters
This demonstrates how repositioning for utility first can improve both the user experience and business outcomes simultaneously.
Why this matters
This demonstrates how repositioning for utility first can improve both the user experience and business outcomes simultaneously.
Why this matters
This demonstrates how repositioning for utility first can improve both the user experience and business outcomes simultaneously.
The full picture
Consistency across the product
The full picture
Consistency across the product
The full picture
Consistency across the product
The full picture
Consistency across the product
Home
Home
Home
Leads with balance and primary actions, Good Points earned are visible immediately and impact is surfaced clearly.
Leads with balance and primary actions, Good Points earned are visible immediately and impact is surfaced clearly.
Leads with balance and primary actions, Good Points earned are visible immediately and impact is surfaced clearly.
Invest
Invest
Invest
Net new part of the connected ecosystem; investing feeds into impact tracking and Good Points
Net new part of the connected ecosystem; investing feeds into impact tracking and Good Points.
Net new part of the connected ecosystem; investing feeds into impact tracking and Good Points.
Net new part of the connected ecosystem; investing feeds into impact tracking and earning Good Points.
Wallet
Wallet
Wallet
Scales account management; makes switching between cards, accounts, and linked banks intuitive and delightful.
Scales account management; makes switching between cards, accounts, and linked banks intuitive and delightful.
Scales account management; makes switching between cards, accounts, and linked banks intuitive and delightful.
'Good' Shop
'Good' Shop
'Good' Shop
Redemption made simple—earned points convert to action with curated sustainable retailers.
Redemption made simple—earned points convert to action with curated sustainable retailers.
Redemption made simple—earned points convert to action with curated sustainable retailers.
Redemption made simple—earned points convert to actionable value allowing users to shop directly at curated sustainable retailers in the app.
Takeaway
Good design makes values stick
Takeaway
Good design makes values stick
Takeaway
Good design makes values stick
Mission-driven products don't fail because their values are misaligned. They fail when those values aren't translated into the moment-to-moment experience. The design work isn't choosing between mission and usability—it's making them inseparable. When every interaction reinforces what the product stands for, you create something users both love to use and believe in.
Mission-driven products don't fail because their values are misaligned. They fail when those values aren't translated into the moment-to-moment experience. The design work isn't choosing between mission and usability—it's making them inseparable. When every interaction reinforces what the product stands for, you create something users both love to use and believe in.
Mission-driven products don't fail because their values are misaligned. They fail when those values aren't translated into the moment-to-moment experience. The design work isn't choosing between mission and usability—it's making them inseparable. When every interaction reinforces what the product stands for, you create something users both love to use and believe in.
Thanks for stopping by!
If you're interested in working together or seeing a deeper dive of my work, I'd love to connect.
Contact
Contact
Thanks for stopping by!
If you're interested in working together or seeing a deeper dive of my work, I'd love to connect.
Contact
Contact