Superfi
Refining Superfi’s debt calculator experience to help users pay off debt faster.
Product Design
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Mobile App Design
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Interaction Design
Superfi is a UK fintech startup helping users manage multiple debts through a mobile app. Its core feature, a personalised repayment calculator, guides users out of debt faster using smart strategies. I redesigned Superfi's core calculator feature to improve engagement and increase conversion, as well as helping to reduce customers time to becoming debt free.
© 2026 — DEBBIE ZHONG
THE QUESTION
How might we encourage users to pay off debt fasting by making repayment strategies feel simple, actionable, and clearly impactful?
THIS IS A BEHAVIOUR CHANGE BRIEF.
Managing multiple debts can be overwhelmingly stressful, difficult to approach and navigate.
The existing experience lacked clarity around repayment strategies and didn’t effectively communicate long-term impact of repayment decisions - making it harder for users to engage and take action.
SHAPING THE SOLUTION
1/ Goal Visualisation
Helping users and clearly see progress in real-time toward becoming debt-free through self exploration created positive reinforcement and encouraged action.
2/ Loss Aversion
Highlighting saved interest, reduced repayment time increased motivation to pay debts faster.
3/ Reduction of Decision Paralysis
Simplify complex financial information and clear strategy recommendations easy to compare reduced overwhelm.
4/ Positive, Emotional Design
Encouraging interactions and positive framing helped to create a more motivating experience.
SWEATING THE DETAILS
Designing for clarity at every touchpoint.
Simplifying information hierarchy, reducing cognitive load, and making key insights easy to understand at a glance.
PROTOTYPING THE POSSIBILITIES
Exploring interaction-led concepts to drive engagement and incorporate encouragement.
Using discovery-led interactions to give users control, and guide decision-making through progressive disclosure without overwhelming.
THE OUTCOME
A simplified, more intuitive debt calculator experience that makes it easy to understand the benefit of paying off debt faster.
Redesign improved usability, increased feature adoption, and helped users feel more confident in their finances.
“I can see myself using this tool... this is a page I would be on a lot” - User Test Feedback
WHAT MY TEAM SAID
“She played an instrumental role in our projects, contributing significantly to the introduction of several technically intricate features. Notably, Debbie facilitated user research sessions. Her proactive approach and ability to swiftly adapt to new challenges were invaluable assets to our team.”
Nick Spiller – Co-founder & CPO of Superfi
