Index

UX diagnostics for fintech

Your product is leaking money.

See What Matters is a small, senior practice for teams building regulated financial products. I find what's broken in your product, why it's costing you, and what to fix first. You and your team do the fixing. I make sure you're fixing the right things.

or see what I do →
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The Shift

The market changed. Most UX practices didn't.

There's no shortage of agencies who'll sell you a hundred screens. What's scarce is someone who can tell you which ones matter - and which ones are quietly costing you money.

Which flow is actually costing you money this week - and which is vanity.

Regulation, trust, and money make fintech different. Get a transfer flow wrong and you don't lose a quarter. You lose the customer for good. That's worth a senior pair of eyes.

That gap is where I work.

Why it's worth looking

The cost of a bad flow isn't abstract. It shows up in the revenue line.

Onboarding

70%

of financial firms lose clients due to slow onboarding. That figure has risen every year for three years.Fenergo, 2026

Abandonment

68%

of consumers have abandoned a financial onboarding flow at least once. Ten years ago that figure was 40%.Signicat

Growth

20%

increase in sales conversion from experience-led design, with service costs down 20–50%.McKinsey, 2023

What I Do

Three ways to work. All senior. All opinionated.

Three fixed scopes, all run by me from first call to final delivery. Each one is priced up front and sized to the decision in front of you.

5 days

Rapid Audit

A five-day, senior read of one flow. You get a written diagnosis, a ranked fix list, and a call to walk through it. Fastest way to know what's actually wrong.

  • Priority Issues Report (10–15 pages)
  • Top 10 high-impact issues, ranked
  • Five fixable items, ready to action
  • 60-minute walkthrough
  • Fixed fee · £ on request

2 weeks

Growth Audit

A comprehensive diagnostic across your key journeys. You get a full UX audit, a prioritised test plan matched to your traffic, journey maps, and a workshop to walk your team through what I found and what to prioritise.

  • Comprehensive UX Audit (30–40 pages)
  • Prioritised test plan, matched to your traffic
  • Journey Maps (2–3 key journeys)
  • 90-minute presentation + workshop
  • Project fee · scoped per engagement

Quarterly

Strategic Engagement

An ongoing senior partner to your product leadership. One or two days a week, in-team, shaping the roadmap, reviewing critical flows, and making the calls your team shouldn't have to make alone.

  • Retained, 1–2 days / week
  • 12-month UX roadmap with quarterly OKRs
  • Prototype/wireframes for critical fixes
  • Stakeholder deck + implementation guide
  • Monthly retainer

Why This Practice

A different kind of UX engagement. Built for what fintechs actually need now.

Senior-led
Every engagement is run by a practitioner with 20 years in regulated product. No juniors doing the work. No handoffs. The person you hire is the person who shows up.
Fintech-native
I know the constraints before you explain them: KYC, strong customer authentication, FCA conduct rules, and how long risk sign-off really takes. You don't have to teach me the category.
Fast to value
Rapid Audit in five days. Retainer live within a week. I'm set up to start quickly and leave cleanly, not to grow a footprint inside your org.
Opinionated
You get a view, not a menu. I'll tell you which flow to fix first, which to leave, and which is a symptom of a problem further upstream. Disagreement is welcome; hedging is not.

How It Works

From first call to knowing what to fix.

  1. Step 01 · Day 0

    A call

    Thirty minutes. You walk me through the flow and the decision you're weighing up. I tell you whether I'm the right person for it, and how I'd scope the work.

  2. Step 02 · Week 1

    Scoped

    A one-page written scope, fixed fee, and a start date. You sign it or you don't - no proposal theatre.

  3. Step 03 · Weeks 1–2

    The work

    I work on your real product, paired with your PM and design lead. You get written artefacts, no slide decks. I share what I find as I go.

  4. Step 04 · Week 3+

    The fix

    You get a ranked fix list and a clear brief your team can act on immediately. No ambiguity about what to do on Monday.

Who This Is For

Not for everyone. Deliberately.

Good fit

  • Series A–C UK fintechs with live customers and a live revenue problem.
  • Product leaders who want an honest read, not a reassuring one.
  • Owner-operators of complex professional services firms.
  • Teams shipping AI features inside regulated surfaces.

Not a fit

  • Pre-product teams who need a visual designer.
  • Organisations looking for a 20-person studio with a PM layer.
  • Anyone hoping I'll validate a decision that's already been made.
  • Agencies reselling my time to a third party.

Close

If you know which flow is hurting, we should talk.

Thirty-minute call, no slides, no obligation. If it's a fit we'll scope something in writing the same week. If it's not, I'll tell you who else to call.