Northbound came to me with an app that technically worked but tested poorly on trust, users described it as “cluttered” and “hard to find basic things” in support tickets. I led a full audit of the information architecture, cutting the primary navigation from 7 tabs to 4 and rebuilding the account overview screen around a single clear balance hierarchy.

The biggest shift was moving transaction history from a dense table view to a scannable, grouped timeline. Support tickets related to “can’t find X” dropped noticeably within the first month post-launch, and the redesign became the base template for Northbound’s business banking app six months later.