Built design culture, team, and system at Brighty
Brighty is a European neobank that brings crypto and traditional banking into one app. I led design end to end. Built the team, shaped the culture, evolved the design system, and brought AI into daily workflows. The user base doubled during my time there.
When I joined, design wasn't yet a function. It was one person shipping screens next to engineers. I turned it into a full design org with its own process, hiring bar, and system. In parallel I kept designing the product itself, from core banking flows to growth surfaces, and integrated AI into how the team researches, writes, and ships.
Started with the color system. Reworked the palette to meet accessibility standards across the entire app, fixing contrast issues that had been there since launch.
Rebuilt the information architecture of the home screen to make the core actions immediate and push everything else into its right place. Less scrolling, less guessing, faster path to what people actually came for.
Added a personalization layer that surfaces relevant offers and nudges users toward higher tier plans based on how they actually use the product, not assumptions.
Redesigned every widget and banner from scratch so they share one visual logic and stop fighting each other for attention.
A single space that holds every kind of reward the user earns. Cards that generate yield overnight at a solid APY, cashback from everyday spending, and referral bonuses, all in one place instead of scattered across the app.
Designed it as a container that scales. Travel perks, eSIM benefits, and partner rewards will land here next without breaking the model.
Ran the research, wrote the PRD, and drafted the unit economics myself. Then we shipped one of the strongest cashback programs in Europe.
Six months later the user base had doubled.
