2025
Apexx Wealth
Services
UX/UI Design, Product Design, Dashboard Design, Data Visualization, Design System
Client
Internal Concept
Sector
Fintech / SaaS / Data Visualization
Empowering small business owners to understand their finances
Financial Empowerment
AI-Driven Insights
Visual Data Storytelling
Actionable Dashboards
Data Simplification
Overview
ApexxWealth is a personal concept project exploring how financial platforms can help small business owners make smarter, more confident decisions through clear, human-centered design. I set out to solve a common challenge I’ve seen across small business tools - fragmented financial data and overwhelming complexity. Entrepreneurs often juggle multiple apps to track cash flow, invoices, and expenses, which leads to frustration and missed insights. My goal was to create a premium fintech experience that consolidates everything into one intelligent dashboard, a space where users can instantly understand their financial position, uncover trends, and take action with confidence.
Dashboard Experience
Designing for Instant Clarity
I started by mapping out the most critical moments in a business owner’s financial journey, understanding cash position, tracking revenue and expenses, and predicting runway. The challenge was to display all of this information without overwhelming the user. I approached this by designing an interactive, card-based dashboard that surfaces key KPIs at a glance while allowing quick drill-down for deeper insights. Each element from progress bars to trend indicators was designed to visually communicate performance and guide focus naturally. By combining real-time feedback, clean hierarchy, and responsive behavior, the dashboard turns complex data into a moment of clarity that users can grasp quickly.
Reports & Analytics
Transforming Data Into Direction
While the dashboard gives quick visibility, the analytics suite focuses on depth and exploration. I wanted users to move beyond raw numbers to see patterns, context, and meaning. I structured the analytics experience around three main views; Overview, Profit & Loss, and Custom Reports, to encourage a sense of progression and control. Each view uses interactive visualizations (built conceptually using Recharts logic and Tailwind components) that make financial data approachable while still powerful. My design process centered on simplifying the journey by replacing dense tables with clean visual summaries, using motion and contrast to emphasize trends and allowing users to export, compare, and filter data seamlessly. The result is an experience that helps users shift from “What happened?” to “What does this mean for my business?”
Goals & Budgets
Encouraging Positive Financial Habits
I wanted ApexxWealth to not only inform but also motivate. The Goals & Budgets feature was designed to help users set clear financial targets and stay accountable through visual progress. To bridge awareness and action, I added AI-driven suggestions that help users adjust spending or identify growth opportunities. This interaction between guidance and visual motivation supports long-term behavioral change a core goal of financial empowerment design. A key insight that shaped the concept was how fragmented small business finance management tends to be. I reframed this pain point into a design challenge: “What if everything lived in one clear, intelligent space?” By focusing on information hierarchy and system cohesion, I was able to design a product that feels both powerful and effortless, a tool that reflects the sophistication of fintech without the intimidation.
Estimated impact based on design objectives and intended user behavior.
Projected Outcomes
The concept successfully demonstrated how clarity, emotion, and intelligence can coexist in fintech design. By simplifying complex workflows and elevating visual communication, the final experience made financial insights accessible to users who typically avoid data-heavy platforms. The outcome was a dashboard that feels premium, intuitive, and empowering, transforming finance from something overwhelming into something users can actually enjoy engaging with.
60%
Instant clarity rate
Users can identify their financial position and key metrics at a glance without navigating multiple tabs.
50%
Time saved on monthly reviews
Automation and consolidation can reduce manual data entry and report generation by more than half.
4.7
User satisfaction rating
Positive feedback highlights the premium dark mode design, visual-first clarity, and approachable tone.
Conclusion
ApexxWealth reinforced my belief that clarity drives confidence. This project sharpened my ability to translate complex data into intuitive visual systems and strengthened my focus on designing fintech tools that empower, not intimidate.
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