Case Study
Onmo
A modern online credit card experience for a disruptive fintech startup.
Overview
UI Design & Design System
I led the UI design for Onmo, bringing a refreshed brand identity across the app and web experience. I also created a scalable design system to improve consistency and enable new products and features to be built with maximum efficiency.
Objectives
Unconventional, but intuitive
Onmo's intentionally unconventional brand needed to extend naturally into the app and web experience, retaining its distinctive character without compromising usability or accessibility.
Create consistency at scale
Establish a shared design system that brings greater consistency to the product while providing clear patterns for new journeys, features and experiences.
Make credit feel straightforward
Create a clear and intuitive experience that makes managing credit simple to understand, reducing complexity across everyday tasks and key financial decisions.
Key insights
Credit has a learning curve
For people new to credit cards, familiar financial terminology and conventions can't be taken for granted. The experience needs to explain how credit works clearly, without overwhelming users with unnecessary complexity.
Complexity erodes confidence
Credit products can quickly become difficult to understand. Clear information, transparent interactions and familiar patterns are essential for helping customers understand their position and make informed decisions.
Conventional is forgettable
Credit cards operate in a crowded and often visually similar market. Creating a distinctive experience gives Onmo a better chance of being noticed, remembered and understood as a different kind of provider.
01
A distinctive digital experience
The refreshed brand was carried through the app and web experience, giving Onmo a more recognisable presence while keeping everyday interactions clear and intuitive.
02
Credit made easier to understand
Clearer journeys, language and information helped make credit more approachable for people with limited experience of using or managing a credit card.
03
Greater consistency at scale
A shared design system brought greater consistency across products and journeys, providing a common foundation for the experience as Onmo continued to grow.
04
Bold, but usable
The expressive visual direction was balanced with clear hierarchy, legible content and intuitive interactions, allowing the product to feel unconventional without becoming difficult to use.
