Executive Summary
New Brand & Mobile App
Expense AI is a smart finance-tracking application designed to help users manage their daily spending by simply scanning receipts. With intelligent categorization and real-time reporting, the app provides an intuitive solution for individuals and small business owners seeking better financial clarity and control.
I led the brand identity development, including logo design, complete branding system, and a user-centered UI/UX design for the mobile application. The result is a seamless, modern product that combines simplicity, intelligence, and trust—making financial tracking effortless and visually appealing.
Objective 01
Branding
Design a modern, tech-forward logo and brand identity that communicates intelligence, trust, and simplicity.
Approach:
Sketched multiple logo ideas exploring visual metaphors like digital receipts, letter E, data graphs, and AI icons.
Selected a design combining a letter E and a receipt, Watch process here. representing both scanning and financial summaries.
Developed a full brand style guide, including:
Color palette: Cool, calming Yellow and black symbolizing trust and tech.
Typography: Rounded sans-serif fonts to improve readability and friendliness.
Visual assets: Icon packs, illustrations, and animations to guide users and reinforce brand presence.
Objective 02
App Design
Create an intuitive and accessible UI/UX design for the mobile app that caters to both personal and business users.
Approach:
Created detailed user journey maps for different use cases (daily expense tracking, monthly reporting, category insights).
Sketched screen-by-screen flows on ipad, mapping out scanning, categorizing, summarizing, and exporting.
Translated sketches into mid-fidelity wireframes, focusing on core structure, button placements, and screen transitions.
Prioritized core actions (scan, view summary, sort by category) and reduced user steps per action.
Strategy and execution
Brand Development Process
To differentiate Expense AI in a saturated fintech market, I focused on creating a clean, friendly, and minimalistic brand presence that exudes technological sophistication without overwhelming the user. Design decisions were made to maximize clarity and ensure that every interaction felt intelligent and effortless.
Market Research
Brand positioning
Brand Identity System
Visual Storytelling
Logo Design
App icon
UI/UX Design
Wireframes
Results & Impact
User experience and growth
Expense AI successfully transforms everyday spending into a visual, automated experience—combining elegant branding with cutting-edge functionality. This project showcases how thoughtful design can remove friction, inspire trust, and enhance the adoption of financial tools in everyday life
User experience
Expense AI stands out for its zero-manual-entry model, allowing users to track spending just by scanning a receipt—increasing app usage by 200% in the first month of launch
Design Aesthetics
The branding and UI combine professionalism with warmth—making finance management less intimidating.
Scalability
The design system supports feature expansion, such as budgeting, team expense management, and integrations with banks or accounting tools.
