Before we began designing, Muse conducted in-depth user research to understand Flamingo’s audience: financially curious, tech-savvy individuals looking for better ways to manage money without friction or complexity. This is a part of Muse's research into Performance-based design. 

 

We collected data through surveys and user interviews with current customers and prospective users. The insights helped us define user personas, pain points, and behaviour patterns. These formed the foundation of the customer journey map, a critical step in identifying the full lifecycle of app interaction—from first impressions to long-term engagement.

Using a human-centred design approach, we built out detailed customer journey maps to visualise each stage of the user experience—whether it was tracking a transaction, automating expense logging, or forecasting financial goals.

 

The primary design challenges we solved for included:

• Simplifying the process of tracking expenses

• Enabling users to automatically sync bank accounts

• Designing intuitive ways to create budgets and savings goals

• Helping users forecast future finances without manual inputs

• Reducing onboarding time to encourage faster engagement

 

Because fintech users often have limited time or patience for learning new tools, we prioritised clarity, micro-interactions, and a strong visual hierarchy in our wireframes and flows.