Your wealth, intelligently guided.

A full rebrand and redesign of Wafra — now with AI-powered financial insights. Built for web and mobile, light and dark, with a navigation system designed for complexity without showing it.

Role

Product Designer + Lead 5 (led 3)

Team

Tremoloo

Platforms

Web · Mobile Native (Light & Dark)

Focus

Wealth management rebrand

Our task was to take everything Wafra had built and bring it into a new era — same core platform, new identity, new intelligence. The challenge was adding AI-powered guidance without making an already feature-rich product feel heavier.

Our task was to take everything Wafra had built and bring it into a new era — same core platform, new identity, new intelligence. The challenge was adding AI-powered guidance without making an already feature-rich product feel heavier.

Challenges

More features. Less clutter. Tighter deadline.

A sidebar that does too much

The platform has a lot — assets, portfolios, investments, financial tools, settings. Getting all of it into a sidebar without overwhelming the user from the moment they log in was the core navigation problem.

AI that advises, not interrupts

The new AI layer had to feel like a natural part of the experience — not a chatbot bolted on. Recommendations needed to appear where decisions happen, not in a separate screen.

Four surfaces, one identity

Web and mobile, light and dark — four combinations that all had to feel like the same product. The rebrand had to hold across all of them without losing coherence.

My Role

I led the project end-to-end alongside three designers — setting the UI direction, working hands-on in the design to keep pace with a tight timeline, and ensuring consistency across all four surfaces.

AI integration
Positioned AI recommendations contextually — surfaced on the dashboard as alerts and insights, not as a separate feature

Team lead
Distributed work, reviewed output, and kept the team aligned under a compressed timeline

Navigation strategy
Defined the chunking approach for the sidebar: grouping related features into collapsible categories to manage depth without visual overload

Light & dark, web & mobile
Maintained consistency across all four surface combinations throughout the project

Key Design Decisions

Chunking the sidebar. With this many features, a flat list sidebar would be unusable. We grouped related items into collapsible categories — investments together, assets together, tools together — so users can expand what they need and collapse what they don't. The sidebar stays clean by default and reveals depth on demand.

Option considered

Flat sidebar list showing all features at once

Decision made

Chunked categories — collapsible groups that reveal depth without defaulting to clutter

AI as a financial advisor, not a feature. The AI recommendations don't live on a dedicated page — they appear in the dashboard overview panel as actionable alerts: a concentration risk warning, a liquidity alert, a rebalancing suggestion. The AI speaks when it has something useful to say, in the place where the user is already making decisions.

Rebrand that works in four modes. Light web, dark web, light mobile, dark mobile — each combination had to feel intentional, not like an afterthought. Color choices, contrast ratios, and component behavior were all validated across all four states before anything was finalized.

Option considered

Flat sidebar list showing all features at once

Decision made

Chunked categories — collapsible groups that reveal depth without defaulting to clutter

Solution

Smarter wealth. Cleaner interface.

Chunked navigation A collapsible sidebar that organizes complexity into categories — expanded when needed, collapsed when not. Users navigate a rich platform without feeling the weight of everything it contains.

AI-powered dashboard Net worth, asset distribution, cash flow, top movements — and sitting alongside them, AI-generated alerts that flag risks and opportunities in plain language. The intelligence is built into the dashboard, not hidden behind a button.

Add asset flow A clear, step-by-step modal for adding any asset type — from savings accounts to real estate to crypto — with categories that make the right choice obvious without requiring financial expertise.

Four surfaces, one product Web and mobile, light and dark — all four versions share the same visual language, the same component logic, and the same interaction patterns. Switching between them feels seamless because they were designed as one system, not adapted separately.

Outcome

Wafra evolved. Thraa launched.
A platform that already worked got smarter, cleaner, and more coherent. The rebrand introduced AI guidance without adding cognitive load — and the navigation redesign made a feature-rich product feel navigable for the first time. Delivered across four surfaces under a tight timeline, with a team of four.