Georgi Ivanov — UX Designer in Bulgaria

UX PROJECT SHOWCASE

Building Innovative AI Powered Mobile App for Smart Finance and Control

Under NDA

Project Overview

About

I designed an AI-powered personal finance app that helps users manage spending with empathy and real financial guidance — making money management more human
and effective.

I designed an AI-powered personal finance app that helps users manage spending with empathy and real financial guidance — making money management more human and effective.

Traditional budgeting apps focus solely on numbers while ignoring the emotional drivers behind spending—the real reason many people struggle to stay in control. I wanted to create something that helps users understand why they spend, not just track what they bought.

Business Impact

From a business perspective, SoftSpendAI creates a distinct competitive advantage in an overcrowded market. By addressing the emotional barriers to financial wellness—not just tracking numbers—it builds deeper user trust and long-term engagement.

From a business perspective, this would open the doors to deeper user engagement, stronger trust, and a highly differentiated financial product in an overcrowded market.

This positions the app as a personal financial companion users actually want to return to, not just another budgeting tool they abandon after a week.

Design Activities

UX Research

Competitor Analysis

Information Architecture & User Flows

UI Design

Team

UX Designer

Industry

Fintech

My Role

UX/UI Designer

Project Outcomes

Created a differentiated product in a saturated market

By combining real-time AI conversation with emotional awareness, SoftSpendAI stands apart from traditional budgeting apps that users quickly abandon.

Redefined personal finance as an emotionally intelligent experience

Instead of treating money as just data, the app helps users understand their spending triggers and build healthier financial habits through empathy-driven insights.

Designed for trust and long-term engagement

Designed for trust and

long-term engagement

The warm, non-judgmental tone and personalized check-ins encourage users to return consistently—turning the app into a companion rather than

a chore.

The warm, non-judgmental tone and personalized check-ins encourage users to return consistently—turning the app into a companion rather than a chore.

Final UI

What

I learned

What

I learned

I learned that many people still don’t fully trust AI with their personal finances. That’s why I focused on creating something that feels supportive and human.

The real breakthrough was designing an assistant that understands why people spend, not just how much. Blending clear financial insights with empathy showed me how AI can actually make money management feel more personal

and reassuring.

Research

Explored user frustrations around budgeting apps, analyzed competitors, and identified a market gap: the lack of emotional awareness and

supportive guidance

Definition

Framed the core problem and created personas to capture emotional needs and guide the future design choices.

UX Structure & Flows

Mapped information architecture and user journeys. Built wireframes to validate layout and hierarchy.

Measurement Plan

Defined how I will validate the concept: Task Success Rate for core flows, Emotional Response Mapping to measure empathy impact, and SUS for overall usability — metrics to guide future iterations.

Design

Created design system and translated UI into high-fidelity screens.

Concept & Feature

Ideation

Defined the product concept and the

key features.

Design Process