PRAXIS
Gen Z finance app and its marketing site
FIELD
CONSUMER FINTECH, PERSONAL FINANCE & AI
OWNERSHIP
PRODUCT DESIGN, BRAND DIRECTION & SAAS SITE
STACK
FIGMA, WIREFRAMES, A/B TESTING, PROTOTYPES
RESULT
BUDGET, LOANS & EVERY ACCOUNT IN ONE APP
CLIENT
Praxis, UNC Charlotte
ROLE
Product design, creative direction
TIMELINE
Aug 2024 to Nov 2024
THE PROBLEM
Praxis is an all-in-one money app for Gen Z, many of whom are tracking their own finances for the first time. To keep them coming back, every feature had to make sense at a glance, with the number that matters shown boldly.
WHAT HE FOUND
Thomas set the brand's voice and style before any logo work, since that direction would shape every screen. He wireframed both products, revised them over several rounds, and used A/B tests to settle the user flow.
WHAT HE BUILT
Thomas designed the app and its marketing site and prototyped both in Figma. The app opens with a starter checklist, splits the budget into a pie that updates with each purchase, tracks student loan APY, daily interest, and due dates, pulls in bank, brokerage, and retirement accounts, and adds monthly trends with AI-written recaps.
THE OUTCOME
Thomas delivered a brand direction, a mobile app, and a marketing site, each prototyped in Figma. The app puts budgeting, student loan tracking, and linked bank, brokerage, and retirement accounts in one place.
THE WORK
DETAILS
Defined the brand voice and style before any logo work, so it could guide every screen.
Wireframed the app and the marketing site, then revised both over several rounds.
Settled the user flow with A/B tests before building the final prototypes.
Designed a budget pie that splits spending into slices and updates with each purchase.
MORE FROM THE PROJECT
App screen
App screen
App screen
App screen
App screen