Challenge
Design and launch a standalone neobank for H&R Block that could compete in the saturated challenger banking space while genuinely delivering meaningful value to financially overlooked communities. The product needed to balance financial empowerment with ease of use and seamlessly extend beyond H&R Block's traditional tax base.
Summary
As a lead designer on the founding team, I guided Spruce from initial concept to public launch—driving all aspects of product design, from early research and user validation to high-fidelity prototyping and developer handoff. I implemented a research-backed UX strategy, facilitated roadmap planning with senior leadership, and contributed to a scalable design system that empowered development. My work helped unify teams across an agile startup culture and a traditional enterprise structure, ultimately contributing to the successful launch of a product within a year.
Results
• Launched publicly to over 160,000 users in year one
• Surpassed adoption and retention targets within the first 12 months
• Created a research-driven roadmap and product foundation used to drive growth in subsequent years
• Successfully bridged design strategy across an agile product culture and a waterfall enterprise org
• Surpassed adoption and retention targets within the first 12 months
• Created a research-driven roadmap and product foundation used to drive growth in subsequent years
• Successfully bridged design strategy across an agile product culture and a waterfall enterprise org
Industries
Banking, Lending, Financial, Fintech, Neo Banks, Saving, Credit
Banking, Lending, Financial, Fintech, Neo Banks, Saving, Credit
Roles & Services
Design Leadership, User Experience (UX), User Interface (UI), User Research, Functional Design, Roadmapping, Information Architecture, User Testing, Interviews, Stakeholder Alignment, Design Systems
Design Leadership, User Experience (UX), User Interface (UI), User Research, Functional Design, Roadmapping, Information Architecture, User Testing, Interviews, Stakeholder Alignment, Design Systems
Website
SpruceMoney.com
SpruceMoney.com
Customer Discovery & Validation
We grounded the product in continuous user research from day one. I helped establish a recurring cadence of qualitative interviews, usability tests, and concept walkthroughs with target users. These included remote ethnographic interviews to identify underserved pain points, concept testing with divergent value propositions, and regular synthesis workshops using Miro to align insights across the team. This process informed everything from MVP features to nuanced UI decisions and helped us stay anchored in real user needs throughout the lifecycle.
Below are examples of the many Miro boards we utilized to collectively take notes and synthesize our findings.
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Strategic Definition & MVP Planning
We ran collaborative design sprints to explore a range of possible solutions and held prioritization sessions with product and engineering to identify those with the highest potential impact. We collectively defined the MVP based on desirability, feasibility, and viability, and worked closely with senior and C-level leadership to map out a phased rollout strategy. This early alignment on both vision and execution enabled a smooth, iterative build-up to a successful public launch.
Pictured below is an example of home dashboards we tested with users, which helped us hone in on the MVP.
Pictured below is an example of home dashboards we tested with users, which helped us hone in on the MVP.
MVP Prototype & Alignment
We created and maintained a high-fidelity MVP prototype that served as a central reference point across design, product, and engineering. It enabled us to validate user flows, align on interactions, and drive development with clear intent. The prototype was a key artifact used in stakeholder demos, testing rounds, and dev handoffs.
Systematizing Scalable Design
To support fast build cycles without sacrificing cohesion, the team evolved from the H&R Block design system to a distinct visual identity for Spruce. We introduced custom components, reusable patterns, and a shared Figma library tailored to the product’s evolving needs. Foundational design tokens and clear documentation were created to streamline developer implementation and minimize design debt across the board.
Below are examples of screens that went from the initial incubation designs in the H&R Block system to the new Spruce system.
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Leadership & Culture
One of the most rewarding aspects of working on Spruce was collaborating with a diverse and talented team. The size and caliber of the group created an environment where leadership often meant listening, facilitating, and fostering a shared vision. Together, we cultivated a culture rooted in open communication, continuous research, constructive critique, and a shared pursuit of excellence.
Navigating the broader organizational structure came with its challenges. While the Spruce team operated with an agile mindset, H&R Block adhered to a more traditional waterfall approach. Bridging these two cultures required empathy, adaptability, and clear communication. We worked hard to protect the momentum and ethos of the product team, while also finding ways to align effectively with cross-division partners and enterprise stakeholders.
“My Life” Experience
We designed “My Life” to transform the homepage from a static dashboard into a smart, supportive hub. Based on extensive user interviews, we prioritized quick access to balances, deposits, and fraud monitoring. The result was a context-aware experience that surfaced timely alerts, reminders, and insights—nudging users toward better financial habits and helping them feel more in control.
Collaborative Execution & Developer Alignment
I partnered closely with PMs, developers (including offshore teams), and QA to ensure smooth execution. I hosted cross-time-zone syncs, maintained clear UX documentation, and supported development with annotated flows and ongoing QA. These efforts led to cohesive experiences and a tightly aligned launch process that delivered 0 to 1 in less than a year.
Launch & Learn
The product launched successfully and quickly attracted a strong user base, laying the groundwork for continuous iteration. While the team had to navigate technical limitations—particularly challenges tied to the decision between native and hybrid (Ionic) frameworks—we found ways to address these through thoughtful design.
Equally important was the opportunity to work alongside a large, multidisciplinary team across many parts of the organization. It was a rare and rewarding experience to help instill a culture rooted in openness, collaboration, and communication. The impact of that culture could be felt in both the product and the team dynamic—and it remains one of the most meaningful aspects of my time on Spruce.
Equally important was the opportunity to work alongside a large, multidisciplinary team across many parts of the organization. It was a rare and rewarding experience to help instill a culture rooted in openness, collaboration, and communication. The impact of that culture could be felt in both the product and the team dynamic—and it remains one of the most meaningful aspects of my time on Spruce.
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