CASE STUDY

Evoshare: Scaling a Team, Building a Brand,
& Reimagining an Onboarding Experience

The Challenge

Evoshare, a fintech startup turning cash-back rewards into savings, was growing rapidly but lacked the structure and resources to scale its brand and product experience. With only one designer in place, the team struggled to keep up with the demands of a wide rebrand and the launch of new features. At the same time, the product roadmap needed deeper user insight to ensure adoption, as employees often struggled to engage with savings tools or understand how to make the most of them.

The Solution

As Director of Design & Operations, I led both the creative and operational transformation of the design function.

Team Scaling: Grew the MarCom team from 1 to 5 in a year, bringing on two copywriters and two designers, while creating onboarding frameworks, sprint planning, and workflows to balance creative bandwidth.
Comprehensive Rebrand: Directed a wide-scale rebrand including a new logo, illustrative art direction, and cohesive brand guidelines that carried through email, social, product, and sales collateral.
Design Thinking & Psychology: Introduced design thinking and behavioral psychology methods into product development, reshaping the roadmap to focus on user motivations and easier pathways for adoption.
Cross-Functional Leadership: Partnered with executives and developers (including an overseas team in Ukraine) to align design priorities with product and business goals.
Product Innovation: Designed interactive microsavings features (illustrated “flower coins”) that connected user emotions to saving behaviors, making the experience more engaging and sticky.

Outcomes Achieved

The integration of DesignOps practices enabled Evoshare to scale quickly, deliver a stronger brand presence, and increase product adoption.

Team Expansion: Successfully scaled the design and marketing communications team from 1 to 5 in one year.
Increased Adoption: Interactive microsavings feature led to a 30% increase in user adoption.
Stronger User Engagement: Behavioral psychology-driven designs encouraged employees to save more consistently for their financial future.
Improved Efficiency: Sprint planning and workflow processes reduced bottlenecks and enabled faster delivery.
Cohesive Brand Presence: Rebrand established a modern, unified identity across marketing and product.