Tom Twiby®
Contact Me
Resume.pdf
Outcome
We transformed Australian Ethical's digital presence from a disconnected vendor experience to a cohesive, branded app. The design system provided a scalable foundation for future features, and the motion language established a quality bar for the product going forward.
User Testing & Iteration
We ran two rounds of testing with 16 participants (aged 18 to 78) alongside development sprints. The first round surfaced usability issues in onboarding and data visualisation, which we iterated on and re-tested. Users responded positively to dashboard clarity and overall polish, and pushed us to surface more portfolio company detail, shaping the post-MVP roadmap.
Design System & Responsive Execution
We built a modular design system (molecules, compounds, elements) scaling across mobile, tablet, and desktop, with 100+ components and 13 modules. Accessibility was baked in, with the colour palette meeting AA and AAA contrast standards.
We created a set of motion guidelines around three principles: delight, educate, or focus the user. We standardised easing curves (Quart in/out) and kept transitions under 400ms.
Design Direction
I led the visual direction, approaching the brand through an experiential lens rather than just applying guidelines to screens. The concept was rooted in nature, using Australia's environment to inform grid systems, colour, motion, and shape language.
We benchmarked against best-in-class finance apps (Spaceship, Up Bank, Coinbase) to identify where we could meet expectations and where we could push beyond them. The direction balanced four principles: modern but ethics-driven, inclusive, information-rich but not overwhelming, and delightful in the details.
Understanding the Problem
Through ideation sessions with stakeholders, we mapped pain points in the existing experience. Investors had limited portfolio visibility, transactions were clunky (some required downloading and emailing PDF forms), and there was no digital touchpoint that reflected the brand.
We identified three core user needs: clear access to performance and balances, transparency into ethical impact, and a frictionless experience from sign-up to ongoing management. Personas spanning ages 18 to 78 kept us honest about designing for accessibility and simplicity.
Overview
Australian Ethical had a strong brand around purpose-driven investing, but their digital experience wasn't keeping up. Investors relied on outdated vendor platforms, creating a gap between brand promise and reality. We designed a mobile and web app that gave managed fund investors real visibility and control over their investments.
My Role
UI/Visual Design Lead at R/GA. I led visual direction, design system architecture, interaction and motion design, and was closely involved in user testing and translating research into design decisions. I worked across the full product lifecycle from discovery through to development handover.
Defining the MVP
Rather than trying to ship everything at once, we aligned with stakeholders on a "brilliant basics" MVP, the core set of features that would immediately improve the customer experience. We mapped out the information architecture and user flows, paying special attention to the handoff between the external sign-up form (a third-party dependency we couldn't redesign) and the in-app onboarding. Reducing friction at that seam was critical to first impressions.
Australian
Ethical App
Empowering ethical investors with a digital experience that matches their values.
Download the App
Tom Twiby®
Contact Me
Resume.pdf
Outcome
We transformed Australian Ethical's digital presence from a disconnected vendor experience to a cohesive, branded app. The design system provided a scalable foundation for future features, and the motion language established a quality bar for the product going forward.
User Testing & Iteration
We ran two rounds of testing with 16 participants (aged 18 to 78) alongside development sprints. The first round surfaced usability issues in onboarding and data visualisation, which we iterated on and re-tested. Users responded positively to dashboard clarity and overall polish, and pushed us to surface more portfolio company detail, shaping the post-MVP roadmap.
Design System & Responsive Execution
We built a modular design system (molecules, compounds, elements) scaling across mobile, tablet, and desktop, with 100+ components and 13 modules. Accessibility was baked in, with the colour palette meeting AA and AAA contrast standards.
We created a set of motion guidelines around three principles: delight, educate, or focus the user. We standardised easing curves (Quart in/out) and kept transitions under 400ms.
Design Direction
I led the visual direction, approaching the brand through an experiential lens rather than just applying guidelines to screens. The concept was rooted in nature, using Australia's environment to inform grid systems, colour, motion, and shape language.
We benchmarked against best-in-class finance apps (Spaceship, Up Bank, Coinbase) to identify where we could meet expectations and where we could push beyond them. The direction balanced four principles: modern but ethics-driven, inclusive, information-rich but not overwhelming, and delightful in the details.
Understanding the Problem
Through ideation sessions with stakeholders, we mapped pain points in the existing experience. Investors had limited portfolio visibility, transactions were clunky (some required downloading and emailing PDF forms), and there was no digital touchpoint that reflected the brand.
We identified three core user needs: clear access to performance and balances, transparency into ethical impact, and a frictionless experience from sign-up to ongoing management. Personas spanning ages 18 to 78 kept us honest about designing for accessibility and simplicity.
Overview
Australian Ethical had a strong brand around purpose-driven investing, but their digital experience wasn't keeping up. Investors relied on outdated vendor platforms, creating a gap between brand promise and reality. We designed a mobile and web app that gave managed fund investors real visibility and control over their investments.
My Role
UI/Visual Design Lead at R/GA. I led visual direction, design system architecture, interaction and motion design, and was closely involved in user testing and translating research into design decisions. I worked across the full product lifecycle from discovery through to development handover.
Defining the MVP
Rather than trying to ship everything at once, we aligned with stakeholders on a "brilliant basics" MVP, the core set of features that would immediately improve the customer experience. We mapped out the information architecture and user flows, paying special attention to the handoff between the external sign-up form (a third-party dependency we couldn't redesign) and the in-app onboarding. Reducing friction at that seam was critical to first impressions.
Australian
Ethical App
Empowering ethical investors with a digital experience that matches their values.
Download the App
Projects
Projects
AI Approach
Projects
Kitchen
Projects
Resume.pdf
Projects
Tom Twiby®
Contact Me
Resume.pdf
Outcome
We transformed Australian Ethical's digital presence from a disconnected vendor experience to a cohesive, branded app. The design system provided a scalable foundation for future features, and the motion language established a quality bar for the product going forward.
User Testing & Iteration
We ran two rounds of testing with 16 participants (aged 18 to 78) alongside development sprints. The first round surfaced usability issues in onboarding and data visualisation, which we iterated on and re-tested. Users responded positively to dashboard clarity and overall polish, and pushed us to surface more portfolio company detail, shaping the post-MVP roadmap.
Design System & Responsive Execution
We built a modular design system (molecules, compounds, elements) scaling across mobile, tablet, and desktop, with 100+ components and 13 modules. Accessibility was baked in, with the colour palette meeting AA and AAA contrast standards.
We created a set of motion guidelines around three principles: delight, educate, or focus the user. We standardised easing curves (Quart in/out) and kept transitions under 400ms.
Design Direction
I led the visual direction, approaching the brand through an experiential lens rather than just applying guidelines to screens. The concept was rooted in nature, using Australia's environment to inform grid systems, colour, motion, and shape language.
We benchmarked against best-in-class finance apps (Spaceship, Up Bank, Coinbase) to identify where we could meet expectations and where we could push beyond them. The direction balanced four principles: modern but ethics-driven, inclusive, information-rich but not overwhelming, and delightful in the details.
Understanding the Problem
Through ideation sessions with stakeholders, we mapped pain points in the existing experience. Investors had limited portfolio visibility, transactions were clunky (some required downloading and emailing PDF forms), and there was no digital touchpoint that reflected the brand.
We identified three core user needs: clear access to performance and balances, transparency into ethical impact, and a frictionless experience from sign-up to ongoing management. Personas spanning ages 18 to 78 kept us honest about designing for accessibility and simplicity.
Overview
Australian Ethical had a strong brand around purpose-driven investing, but their digital experience wasn't keeping up. Investors relied on outdated vendor platforms, creating a gap between brand promise and reality. We designed a mobile and web app that gave managed fund investors real visibility and control over their investments.
My Role
UI/Visual Design Lead at R/GA. I led visual direction, design system architecture, interaction and motion design, and was closely involved in user testing and translating research into design decisions. I worked across the full product lifecycle from discovery through to development handover.
Defining the MVP
Rather than trying to ship everything at once, we aligned with stakeholders on a "brilliant basics" MVP, the core set of features that would immediately improve the customer experience. We mapped out the information architecture and user flows, paying special attention to the handoff between the external sign-up form (a third-party dependency we couldn't redesign) and the in-app onboarding. Reducing friction at that seam was critical to first impressions.
Australian
Ethical App
Empowering ethical investors with a digital experience that matches their values.
Download the App
Projects
Projects
AI Approach
Projects
Kitchen
Projects
Resume.pdf
Projects
Tom Twiby®
Contact Me
Resume.pdf
Outcome
We transformed Australian Ethical's digital presence from a disconnected vendor experience to a cohesive, branded app. The design system provided a scalable foundation for future features, and the motion language established a quality bar for the product going forward.
User Testing & Iteration
We ran two rounds of testing with 16 participants (aged 18 to 78) alongside development sprints. The first round surfaced usability issues in onboarding and data visualisation, which we iterated on and re-tested. Users responded positively to dashboard clarity and overall polish, and pushed us to surface more portfolio company detail, shaping the post-MVP roadmap.
Design System & Responsive Execution
We built a modular design system (molecules, compounds, elements) scaling across mobile, tablet, and desktop, with 100+ components and 13 modules. Accessibility was baked in, with the colour palette meeting AA and AAA contrast standards.
We created a set of motion guidelines around three principles: delight, educate, or focus the user. We standardised easing curves (Quart in/out) and kept transitions under 400ms.
Design Direction
I led the visual direction, approaching the brand through an experiential lens rather than just applying guidelines to screens. The concept was rooted in nature, using Australia's environment to inform grid systems, colour, motion, and shape language.
We benchmarked against best-in-class finance apps (Spaceship, Up Bank, Coinbase) to identify where we could meet expectations and where we could push beyond them. The direction balanced four principles: modern but ethics-driven, inclusive, information-rich but not overwhelming, and delightful in the details.
Understanding the Problem
Through ideation sessions with stakeholders, we mapped pain points in the existing experience. Investors had limited portfolio visibility, transactions were clunky (some required downloading and emailing PDF forms), and there was no digital touchpoint that reflected the brand.
We identified three core user needs: clear access to performance and balances, transparency into ethical impact, and a frictionless experience from sign-up to ongoing management. Personas spanning ages 18 to 78 kept us honest about designing for accessibility and simplicity.
Overview
Australian Ethical had a strong brand around purpose-driven investing, but their digital experience wasn't keeping up. Investors relied on outdated vendor platforms, creating a gap between brand promise and reality. We designed a mobile and web app that gave managed fund investors real visibility and control over their investments.
My Role
UI/Visual Design Lead at R/GA. I led visual direction, design system architecture, interaction and motion design, and was closely involved in user testing and translating research into design decisions. I worked across the full product lifecycle from discovery through to development handover.
Defining the MVP
Rather than trying to ship everything at once, we aligned with stakeholders on a "brilliant basics" MVP, the core set of features that would immediately improve the customer experience. We mapped out the information architecture and user flows, paying special attention to the handoff between the external sign-up form (a third-party dependency we couldn't redesign) and the in-app onboarding. Reducing friction at that seam was critical to first impressions.
Australian
Ethical App
Empowering ethical investors with a digital experience that matches their values.
Download the App
Projects
Projects
AI Approach
Projects
Kitchen
Projects
Resume.pdf
Projects
Tom Twiby®
Contact Me
Resume.pdf
Outcome
We transformed Australian Ethical's digital presence from a disconnected vendor experience to a cohesive, branded app. The design system provided a scalable foundation for future features, and the motion language established a quality bar for the product going forward.
User Testing & Iteration
We ran two rounds of testing with 16 participants (aged 18 to 78) alongside development sprints. The first round surfaced usability issues in onboarding and data visualisation, which we iterated on and re-tested. Users responded positively to dashboard clarity and overall polish, and pushed us to surface more portfolio company detail, shaping the post-MVP roadmap.
Design System & Responsive Execution
We built a modular design system (molecules, compounds, elements) scaling across mobile, tablet, and desktop, with 100+ components and 13 modules. Accessibility was baked in, with the colour palette meeting AA and AAA contrast standards.
We created a set of motion guidelines around three principles: delight, educate, or focus the user. We standardised easing curves (Quart in/out) and kept transitions under 400ms.
Design Direction
I led the visual direction, approaching the brand through an experiential lens rather than just applying guidelines to screens. The concept was rooted in nature, using Australia's environment to inform grid systems, colour, motion, and shape language.
We benchmarked against best-in-class finance apps (Spaceship, Up Bank, Coinbase) to identify where we could meet expectations and where we could push beyond them. The direction balanced four principles: modern but ethics-driven, inclusive, information-rich but not overwhelming, and delightful in the details.
Defining the MVP
Rather than trying to ship everything at once, we aligned with stakeholders on a "brilliant basics" MVP, the core set of features that would immediately improve the customer experience. We mapped out the information architecture and user flows, paying special attention to the handoff between the external sign-up form (a third-party dependency we couldn't redesign) and the in-app onboarding. Reducing friction at that seam was critical to first impressions.
Understanding the Problem
Through ideation sessions with stakeholders, we mapped pain points in the existing experience. Investors had limited portfolio visibility, transactions were clunky (some required downloading and emailing PDF forms), and there was no digital touchpoint that reflected the brand.
We identified three core user needs: clear access to performance and balances, transparency into ethical impact, and a frictionless experience from sign-up to ongoing management. Personas spanning ages 18 to 78 kept us honest about designing for accessibility and simplicity.
Overview
Australian Ethical had a strong brand around purpose-driven investing, but their digital experience wasn't keeping up. Investors relied on outdated vendor platforms, creating a gap between brand promise and reality. We designed a mobile and web app that gave managed fund investors real visibility and control over their investments.
My Role
UI/Visual Design Lead at R/GA. I led visual direction, design system architecture, interaction and motion design, and was closely involved in user testing and translating research into design decisions. I worked across the full product lifecycle from discovery through to development handover.
Australian
Ethical App
Empowering ethical investors with a digital experience that matches their values.
Download the App
Projects
Projects
AI Approach
Projects
Kitchen
Projects
Resume.pdf
Projects
Tom Twiby®
Contact Me
Resume.pdf
Outcome
We transformed Australian Ethical's digital presence from a disconnected vendor experience to a cohesive, branded app. The design system provided a scalable foundation for future features, and the motion language established a quality bar for the product going forward.
User Testing & Iteration
We ran two rounds of testing with 16 participants (aged 18 to 78) alongside development sprints. The first round surfaced usability issues in onboarding and data visualisation, which we iterated on and re-tested. Users responded positively to dashboard clarity and overall polish, and pushed us to surface more portfolio company detail, shaping the post-MVP roadmap.
Design System & Responsive Execution
We built a modular design system (molecules, compounds, elements) scaling across mobile, tablet, and desktop, with 100+ components and 13 modules. Accessibility was baked in, with the colour palette meeting AA and AAA contrast standards.
We created a set of motion guidelines around three principles: delight, educate, or focus the user. We standardised easing curves (Quart in/out) and kept transitions under 400ms.
Design Direction
I led the visual direction, approaching the brand through an experiential lens rather than just applying guidelines to screens. The concept was rooted in nature, using Australia's environment to inform grid systems, colour, motion, and shape language.
We benchmarked against best-in-class finance apps (Spaceship, Up Bank, Coinbase) to identify where we could meet expectations and where we could push beyond them. The direction balanced four principles: modern but ethics-driven, inclusive, information-rich but not overwhelming, and delightful in the details.
Defining the MVP
Rather than trying to ship everything at once, we aligned with stakeholders on a "brilliant basics" MVP, the core set of features that would immediately improve the customer experience. We mapped out the information architecture and user flows, paying special attention to the handoff between the external sign-up form (a third-party dependency we couldn't redesign) and the in-app onboarding. Reducing friction at that seam was critical to first impressions.
Understanding the Problem
Through ideation sessions with stakeholders, we mapped pain points in the existing experience. Investors had limited portfolio visibility, transactions were clunky (some required downloading and emailing PDF forms), and there was no digital touchpoint that reflected the brand.
We identified three core user needs: clear access to performance and balances, transparency into ethical impact, and a frictionless experience from sign-up to ongoing management. Personas spanning ages 18 to 78 kept us honest about designing for accessibility and simplicity.
Overview
Australian Ethical had a strong brand around purpose-driven investing, but their digital experience wasn't keeping up. Investors relied on outdated vendor platforms, creating a gap between brand promise and reality. We designed a mobile and web app that gave managed fund investors real visibility and control over their investments.
My Role
UI/Visual Design Lead at R/GA. I led visual direction, design system architecture, interaction and motion design, and was closely involved in user testing and translating research into design decisions. I worked across the full product lifecycle from discovery through to development handover.
Australian
Ethical App
Empowering ethical investors with a digital experience that matches their values.
Download the App
Projects
Projects
AI Approach
Projects
Kitchen
Projects
Resume.pdf
Projects
Tom Twiby®
Contact Me
Resume.pdf
Outcome
We transformed Australian Ethical's digital presence from a disconnected vendor experience to a cohesive, branded app. The design system provided a scalable foundation for future features, and the motion language established a quality bar for the product going forward.
User Testing & Iteration
We ran two rounds of testing with 16 participants (aged 18 to 78) alongside development sprints. The first round surfaced usability issues in onboarding and data visualisation, which we iterated on and re-tested. Users responded positively to dashboard clarity and overall polish, and pushed us to surface more portfolio company detail, shaping the post-MVP roadmap.
Design System & Responsive Execution
We built a modular design system (molecules, compounds, elements) scaling across mobile, tablet, and desktop, with 100+ components and 13 modules. Accessibility was baked in, with the colour palette meeting AA and AAA contrast standards.
We created a set of motion guidelines around three principles: delight, educate, or focus the user. We standardised easing curves (Quart in/out) and kept transitions under 400ms.
Design Direction
I led the visual direction, approaching the brand through an experiential lens rather than just applying guidelines to screens. The concept was rooted in nature, using Australia's environment to inform grid systems, colour, motion, and shape language.
We benchmarked against best-in-class finance apps (Spaceship, Up Bank, Coinbase) to identify where we could meet expectations and where we could push beyond them. The direction balanced four principles: modern but ethics-driven, inclusive, information-rich but not overwhelming, and delightful in the details.
Defining the MVP
Rather than trying to ship everything at once, we aligned with stakeholders on a "brilliant basics" MVP, the core set of features that would immediately improve the customer experience. We mapped out the information architecture and user flows, paying special attention to the handoff between the external sign-up form (a third-party dependency we couldn't redesign) and the in-app onboarding. Reducing friction at that seam was critical to first impressions.
Understanding the Problem
Through ideation sessions with stakeholders, we mapped pain points in the existing experience. Investors had limited portfolio visibility, transactions were clunky (some required downloading and emailing PDF forms), and there was no digital touchpoint that reflected the brand.
We identified three core user needs: clear access to performance and balances, transparency into ethical impact, and a frictionless experience from sign-up to ongoing management. Personas spanning ages 18 to 78 kept us honest about designing for accessibility and simplicity.
Overview
Australian Ethical had a strong brand around purpose-driven investing, but their digital experience wasn't keeping up. Investors relied on outdated vendor platforms, creating a gap between brand promise and reality. We designed a mobile and web app that gave managed fund investors real visibility and control over their investments.
My Role
UI/Visual Design Lead at R/GA. I led visual direction, design system architecture, interaction and motion design, and was closely involved in user testing and translating research into design decisions. I worked across the full product lifecycle from discovery through to development handover.
Australian
Ethical App
Empowering ethical investors with a digital experience that matches their values.
Download the App