Context

I was approached with the idea of a salary advance service that allows employees to access part of their wages before the end of the month, backed by their employer’s guarantee. In a region where many live paycheck to paycheck and distrust traditional banks, this technology had enormous potential.

The first version of the product worked functionally but failed in terms of user experience: the interface was faceless, did not create a sense of safety, and provoked fear of making mistakes.

And although the owners have already invested into adding color to the app, the work was done mindlessly and only added to the confusion of who the consumer was supposed to be and why they’d be motivated to use the product. As one user put it: “I’m glad for my employer to provide this benefit for me, however, I feel that anyone actually utilizing it is doing something wrong with their life.”

Approach

I analyzed users’ daily lives and motivations. It turned out that their key values were caring for family, feeling stable, and relying on trust. Based on these insights, we tested different emotional design concepts and chose the one that resonated with users and built trust. Some of the yuppie and experimental living approaches that failed are below:

Solution

The two options that resonated with the users were young-family and kid-oriented. Users valued optimizing and comfort the two approaches combined.

The final interface combined the imagery of caring for loved ones, the feeling of a “safety cushion,” and the employer’s reliability as a guarantor. One user noted: “This app inspires trust, everything here is easy and clear.”

Result

After the redesign, usage of the service increased fivefold. The product stopped being perceived as a dry technology and became a tool of trust between employees and employers, strengthening employee loyalty and making companies more attractive for investment.

The key to success lay not only in the technology itself but in design that speaks to people in the language of their values — care, stability, and confidence in tomorrow.

We set out to design with empathy — a plush, reassuring experience for family-minded users (30+) who rely on earned wage access to support their loved ones. Our goal was simple: wrap trust and safety in warmth, turning financial tools into something that feels reliable and human. By centering their biggest concerns, we built a peace-of-mind experience that makes managing family needs feel secure, approachable, and ready for a safer tomorrow.