Making Finance
Feel Effortless

Safina is a mobile app that helps people manage their finances in a more natural and intuitive way.

With its conversational AI and clean interface, Safina transforms expense tracking into a simple, human experience allowing users to record spending or income just by talking to the app.

Many People Struggle to Stay Consistent in Managing Their Finances

Most people start using finance apps with good intentions, but after a few weeks, they stop. Manually entering every expense feels repetitive, and the process quickly becomes a chore.

Safina was created to change that habit. This mobile app helps users track their spending and income through simple conversations with an AI chatbot. By saying things like

“I spent Rp25.000 on coffee this morning,”

the app automatically records and categorizes the transaction.

As a UI/UX Designer, my role was to refine the user flow, design the interface, and ensure that the concept felt simple, natural, and engaging for everyday use.

Understanding The Problem

Most finance apps focus on numbers and forms, not on how people naturally interact. Users often lose interest because the process of tracking feels like extra work.

Safina’s goal is to make financial management feel effortless. Instead of navigating through multiple forms and buttons, users can communicate directly with the app using everyday language. The challenge was to design this conversational experience while keeping it functional, clear, and enjoyable to use.

Research And Direction

Although I did not conduct formal surveys or usability testing, I studied several popular finance apps to understand where users typically drop off. Many apps make tracking too manual or too complex.

From those insights, I focused on creating an experience that reduces friction, simplifies decision-making, and builds comfort through clarity. This direction guided how I approached the user journey, layout, and visual hierarchy.

Structuring The Experience

When I joined the project, the concept and early flow already existed, but it needed refinement. I worked on clarifying how users would move through the app, from onboarding to chatting with the AI and reviewing their financial summaries.

Each step was designed to feel continuous, as if the user is in one ongoing conversation rather than switching between different screens. This made the experience smoother and helped maintain a natural rhythm in how users interact with their finances.

Wireframes And Layout Exploration

After refining the structure, I translated it into wireframes to define how each screen connects. The goal was to keep everything minimal and functional while highlighting the core interaction: the conversation.

I experimented with different layouts to make sure the chat interface remained the focal point, with quick access to insights, summaries, and recent transactions. This stage allowed me to confirm the balance between information and simplicity before moving to high-fidelity design.


Visual Design System

Finance can often feel overwhelming, so I aimed to make the interface look calm and approachable. I used a combination of soft colors, rounded shapes, and clean typography to build trust and focus. Spacing and hierarchy were carefully adjusted to make information easy to scan and understand.

The overall visual direction was designed to give users a sense of comfort and control, encouraging them to track their finances regularly.

Final Design Overview

The final design combines a conversational interface with a structured financial overview.

Key highlights include:


👉 Conversational input to record expenses or income naturally
👉 A simple dashboard that visualizes spending patterns
👉 Smart categorization powered by AI
👉 A calm and clean interface that supports consistency

This approach makes finance management easier, transforming a routine task into a friendly daily habit.


Designing For AI Conversation

One of the key parts of this project was defining how the app communicates with users.
I worked on creating conversation patterns that feel natural but remain clear and functional.

For example: “Kopi 25rb” → “Transaksi #1: Kopi — Rp 25.000 Ada yang salah?”

By designing these interactions carefully, the chatbot feels both capable and friendly, guiding users without confusion.

Future Steps

Safina still has room to grow.

The next planned features include:
👉 Bill scanning to convert receipts into data automatically
👉 Goal tracking to help users plan savings
👉 AI-driven financial insights to give personalized advice

These ideas aim to make Safina more powerful and proactive in supporting users’ financial goals.

Reflection

Safina was a meaningful opportunity to explore conversational design in the context of personal finance. It challenged me to think about how AI can make daily financial management easier and more natural.

My main contributions included:
👉 Refining and structuring the user flow
👉 Designing a conversational interface
👉 Building a consistent and calm visual design system

Through this project, I learned how to connect technology, behavior, and emotion in a way that feels seamless for users.