Product · Fintech · My own app
Eight years in, the data said half my users weren’t who I built it for. The redesign turned that discovery into revenue.
Designer, owner, product lead
Full redesign and subscription tier
6,000+ a month
iOS
The problem
This is my own app, live since 2014 and taking over 6,000 new users a month. Eight years and one redesign in, the Firebase data showed something that made no sense: more than 10,000 people were opening it daily.
A mortgage calculator is a once-or-twice tool. You check what you can borrow at the start of your search and you don’t come back. Daily use meant a group of users I had never designed for was quietly living in the app, and I had no idea who they were.
Firebase data, then an in-app feedback screen: how a decade-old assumption got corrected.
What I did
I put a feedback screen inside the live app rather than theorising. The answer came back quickly: mortgage brokers and estate agents were using it all day as a working tool in front of clients. Nothing in eight years of assumptions would have got me there.
Rather than compromise the design between casual and professional use, I designed for both explicitly. Regular users got their pain points resolved and nothing else added. Business users got a separate surface built for repeat, in-front-of-a-client use.
The professional tier is the commercial answer. It adds extra calculators and tools that make a broker’s day faster, behind a subscription. This monetises the group that was already there and getting the most value, without putting a paywall in front of a first-time home buyer.
Two products in one app: the free consumer calculator and the subscription broker toolset.
Outcome
Next project
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