MONET MONEY
(B2B SaaS / FinTech)
PRODUCT
MONET began as a B2C platform catering to freelancers and gig workers, offering features like instant payouts and financial planning tools. The B2C phase provided valuable insights into the unique challenges of creative professionals, setting the stage for MONET’s strategic pivot to B2B.
Now, MONET is a B2B FinOps platform serving agencies in the $249B creative economy.
Key features include:
–– Instant invoice financing to stabilise cash flows.
–– Tools for managing large-scale operations and financial planning for agencies.
The pivot led to measurable success:
–– NPS increased from 3.5 to 7.5.
–– Active customers tripled within 12 months.
–– Customer acquisition costs reduced by 80% through optimised onboarding.
ROLE
As Lead Product Designer, I oversaw MONET’s evolution from B2C to B2B, leading all aspects of the design process. Key contributions included:
–– B2C Design Phase: Created an intuitive platform for freelancers, addressing their financial pain points.
–– B2B Pivot Leadership: Designed a scalable, user-centric B2B platform, tripling active users and reducing acquisition costs by 80%.
–– Design Systems: Developed and maintained a cohesive design system to ensure brand and UX consistency during the transition.
––Strategic Decision-Making: Leveraged user feedback and analytics to shape the product’s direction during the pivot.
PROBLEM
The B2C phase uncovered systemic challenges faced by both freelancers and agencies:
Freelancers:
A) Cash flow instability and lack of benefits.
B) Difficulty planning finances without steady income.
Agencies:
A) Disruptions caused by large invoice cycles.
B) Limited tools to manage talent and financial operations.
Through the pivot to B2B, MONET addressed these core issues while maintaining a commitment to empowering the freelancer ecosystem indirectly.
TO SOLVE
A) Cash flow fluctuations
B) Unforeseen financial risks
C) Uncertainty in cash flow decisions
D) Balancing short-term demands with long-term sustainability
WEBSITE
(designed and built in-house using WebFlow)
Building Financial Tools for the Modern Freelancer
The B2C Design System
Before MONET transitioned from a B2C to a B2B platform, the design system played a pivotal role in maintaining consistency, scalability, and brand identity. The B2C design system was thoughtfully crafted to embody the values of creativity and trust that freelancers sought in their financial tools.
This foundation not only streamlined the B2C experience but also served as the groundwork for expanding and adapting the design system to support MONET's new B2B direction.
Fonts were selected for readability and modern appeal.
Icons were designed to balance functionality and personality.
The IA / User Flow
For the B2C version of this project, the Information Architecture (IA) and user flow to ensure a seamless and intuitive experience for end users.
The flow guides users through essential steps such as account creation, KYC/KYB verification, and accessing key functionalities like invoice creation and financial management tools.
By focusing on clarity and efficiency, I aimed to minimize friction and enhance user engagement. This design demonstrates my ability to create user-centric flows that balance functionality, compliance, and simplicity, ultimately driving product adoption and satisfaction.
The MarComs
I developed a cohesive MarCom (Marketing Communications) strategy that aligns seamlessly with the design system to ensure visual and messaging consistency.
This included creating promotional materials emphasising the product’s key benefits, such as instant payments and cash-back rewards, using vibrant colours, modern typography, and engaging visuals. Each element was carefully crafted to reinforce the brand's tone of empowerment and simplicity, targeting creators and entrepreneurs.
Adapting to meet the needs of a $249B creative economy
THE RESEARCH + PERSONA
User Interviews: Semi-Structured + Unstructured
Surveys: Email, Google Forms
Understanding the users was key to creating a product that truly addressed their needs.
By developing detailed personas like Alexa Oh, a CFO balancing complex workflows with a preference for intuitive design, we identified pain points such as time-consuming onboarding and cluttered dashboards.
Through collaborative workshops, whiteboard sessions, and user journey mapping, we translated these insights into actionable solutions. The process culminated in iterative wireframes and prototypes that prioritised simplicity, clarity, and user confidence, paving the way for a seamless and impactful user experience.
THE MVP
Building on our research insights, we explored multiple UX pathways to create a self-serve dashboard solution. This MVP was designed to balance simplicity with functionality, allowing clients to:
–– Log into a single environment.
–– Generate payment links for their creators and workers.
–– Set credit limits and access detailed financial data.
A simple and easy to build dashboard with three main CTAs was build to test drive our solution and gather feedback from clients while we build out the full fledged experience of the self-serve dashboard for quick financing
Wizard design was selected for maximum nudging and frictionless & painless data gathering
Engineering was paramount in the design process ensuring resources were not strained
The B2B Design System
The transition to a B2B platform required an evolution of MONET’s design system to meet the sophisticated needs of agencies and CFOs managing creative talent.
The B2B design system expanded on the foundation laid by the B2C phase, introducing a more structured, scalable, and professional aesthetic. By balancing functionality with brand consistency, the B2B design system ensured a seamless user experience while reflecting the platform’s new role as a financial powerhouse in the creative economy.
Fonts prioritised clarity and legibility for CFOs and decision-makers.
Icons designed to convey precision and professionalism.
From System to Experience:
Evolving the B2B Platform
Leveraging the success of the MVP experiment, which validated key hypotheses around user needs and platform functionality, the B2B platform was scaled to meet the demands of larger agency clients. The initial MVP provided invaluable insights, not only driving feature prioritization but also influencing refinements to the design system itself. This iterative feedback loop ensured the design system evolved in tandem with the product, creating a cohesive ecosystem that balances user needs with business goals. Every interface element—from intuitive navigation to real-time financial insights—was designed to empower users while reflecting the modular and adaptable nature of the design system. Below, explore how the platform matured into a robust tool for agencies, supported by the same system that continues to inform its growth.
THE DATA STORY
Through data analysis, we uncovered a pivotal user behaviour: agencies frequently created campaigns tied to incomplete invoices and generated payout links for internal use. This insight revealed a nuanced aspect of how agencies were adapting the platform to meet their unique workflows, leveraging it not just for traditional use cases but also for bridging gaps in ongoing financial processes.
To address this, we introduced a strategic fork in the dashboard user journey.
One path focused on streamlining the creation of campaigns, ensuring that even incomplete invoices could be integrated smoothly into agency workflows without disrupting operations.
The second path prioritised the generation of payout links, empowering agencies to maintain financial flexibility by creating quick, self-directed payment solutions.
These refinements not only reduced friction but also demonstrated the platform's adaptability to real-world behaviours, aligning with the dynamic needs of its users.
Here, you can explore the interactive Figma prototype of the MONET B2B dashboard.
This prototype brings the design system and user journey of payout creation to life, allowing you to experience how agencies can generate payout links, and navigate through streamlined workflows.
THE FUNNEL
Our user acquisition funnel evolved from a manual, account manager-driven sign-up process during the MVP phase to an automated self-serve model with an underwriting call for the launch of 1.0
This transformation was supported by the integration of a redesigned website that guided users through each step of the funnel. Starting from initial sign-up to email verification and limited platform access, the process incorporated seamless KYB/KYC verification to ensure compliance and security.
By simplifying these workflows and embedding them directly into the website, we significantly reduced onboarding friction, allowing users to gain access faster while freeing up our sales team to focus on converting potential users into paying customers.
THE PLATFORM WALKTHROUGHS
Explore the key workflows of the MONET platform through these interactive walkthroughs.
From Sign-In to Campaign Creation and Summary, see how users effortlessly navigate the platform to manage creative projects. The Vendor Payout Flow demonstrates how agencies can streamline payments with ease and precision. These journeys highlight MONET’s commitment to delivering intuitive, user-centred design at every touchpoint.
THE 2C IN B2B2C
Below, you can explore the Vendor/Creator facing side of the flow of the MONET experience. It showcases the view the agency's talent would view once they receive an EarlyPay link to access their earnings.
This creator facing flow, allows them to quickly verify details, select payout options, and receive their funds in just a few clicks. Designed with simplicity and clarity in mind, the interface ensures that freelancers and creators can access their earnings effortlessly, reflecting MONET’s commitment to streamlining financial processes for all users in the creative economy. Through our proprietary API, our agencies could customise the experience their customers would see and allow them quickly to embed MONET's white-labelled fintech tool within their organisation.
The flow allowed the agency's talent to verify their identity and account information whilst agreeing to the T&Cs and gain access to their earnings faster. Easy implementation API wise allowing for an iFrame to be embedded within the agencies current stack and customise the UI further if they wished so.