simplywise
I critiqued and redesigned SimplyWise to focus on outcomes, not features. I found two gaps: unclear target audience and generic headlines. I updated the value proposition and made a headline system with three hero variants for key personas.
Story
I discovered SimplyWise, a finance tool. It helps users track bills, income, and receipts using photos. While it addresses a real need, I saw issues in their messaging and user experience. Their headlines seemed generic, their audience unclear, and their onboarding felt cluttered.
I started thinking.... "How can SimplyWise show its value more clearly?" I want to create a simpler and more human-focused first impression.
2. Situation
Observation: Their existing headline (“Your Receipts. Bills. Income. All Sorted.”) felt functional but overloaded with punctuation and lacked emotional pull.
Audience: Broad and undefined. Is it freelancers? Busy parents? Older adults? Without clarity, the message risks appealing to no one strongly.
Onboarding: Their interface is useful, but it feels like a feature list. It should show how it makes your life easier.” I got this from most videos i could see on YouTube since it only works in the US to my knowledge
3. Solution
I reframed the product positioning around clarity and relief:
Headline Exploration
“Snap. Save. Sorted.” (short, rhythmic, memorable)
“Your bills, income, and receipts — stress-free.” (problem + benefit clearly stated)
“Money paperwork, handled.” (direct and human tone)
Design Direction
Use less punctuation for a cleaner, friendlier headline.
Highlight the outcome (“less stress, more control”) before the feature (“snap a photo”).
Refocus visuals on relatable situations:
Freelancers tracking invoices
Parents organizing bills
Older adults simplifying finances
4. Summary
This self-initiated project sharpened my approach to value communication in product design. I improved SimplyWise's messaging, clarified the audience and adjusted the headline tone. Also, I reorganized the information. This made the message stronger and helped connect better with users.
👉 Key Takeaway: Great design isn’t just about features. It’s about showing people the life they get back when those features quietly do the heavy lifting.
