As the FinTech sector evolves, the focus has shifted from building impressive tech stacks to creating trust-driven, human-centred experiences that foster long-term user loyalty.
While AI remains a valuable enabler, the spotlight among investors and innovators is turning toward sector-specific impact. In areas such as embedded finance, open banking, and seamless payments, the transformation is clear: design empathy now drives innovation.
Designing for Trust and Simplicity
At hedgehog lab, we’ve partnered with both financial institutions and startups to navigate the complex intersection of usability, compliance, and scalability.
A standout example is our collaboration with AJ Bell to create Dodl, a mobile-first investment app for first-time investors.
Through extensive user research, we uncovered three key behavioural barriers:
- Fear of financial jargon
- Decision fatigue
- Lack of trust
Using these insights, we designed simplified onboarding journeys, conversational interfaces, and curated investment “pots” aligned with user values such as sustainability and technology.
The results spoke for themselves — Dodl exceeded expectations, achieving:
- 50,000 app downloads in its first year
- A 4.6-star rating on iOS
Human-Centred Design in Action
Human-centred design (HCD) in FinTech begins not by asking what can we build? but rather what should we build?
Our UX research team goes beyond surveys, conducting observational studies to uncover cognitive biases and decision-making habits.
For example, we discovered that new investors hesitate most at the funding stage. To address this, we introduced context-sensitive nudges and streamlined microcopy, helping users move confidently through the process.
Making Investing Accessible: The Wombat Story
Another success story is Wombat, a fast-scaling UK FinTech app designed to make investing accessible for younger users.
Wombat’s challenge was to reduce perceived risk and simplify investment choices. Through co-creation workshops with their target demographic, we uncovered key pain points and mapped user journeys that reflected real-world financial literacy levels.
The solution included:
- A learning hub with digestible 3-minute content
- Gamified incentives through “Wombadges”
- A thriving community of 230,000 users with 15% monthly growth
Designing Compliance as a Feature
When scaling financial products, regulatory compliance isn’t an afterthought — it’s a design challenge.
Our design and engineering teams work hand-in-hand with legal and risk experts from the start, ensuring smooth integration of:
These elements are presented transparently to users, building trust without creating friction.
Context is Everything in Open Banking
Open banking and embedded finance open exciting possibilities — but only when UX respects user context.
In our work with Sync, a smart banking app, we helped expand its reach from student users to broader audiences. We achieved this by adapting financial tools to different income brackets, introducing tailored notifications, and developing category-based spending insights.
These weren’t just “nice to have” features — they directly responded to real user needs.
The Future of FinTech Is Human
Scaling a compliant, embedded finance product requires more than great code. It requires a commitment to human-centred design that prioritises trust, transparency, and empowerment.
At hedgehog lab, we believe this isn’t just good practice — it’s the foundation of sustainable digital finance.
Designing the Future of FinTech: Why Putting People First Drives Real Innovation
The future of FinTech belongs to products that put people first. At hedgehog lab, we help turn that vision into reality — one meaningful experience at a time.
