Discover how we gave this startup a fresh visual start. With over 50 team members, 5000+ users and 27M, it was time to replace their outdated look with a design that matched their ambitions.


Finiata is the Berlin-based Series A startup on its way to becoming the leading finance platform for SMEs, freelancers, and self-employed persons.



1. Strategic Discovery

2. Web application redesign & optimization

3. Mobile application redesign & optimization

4. Landing page redesign & optimization

5. Component-based UI-kit

6. Product Design Sprints to explore new functionality




Finiata is a fintech series A startup connecting freelancers and small businesses with working capital in eastern Europe & Germany. 

Imagine you are the small business owner. Imagine you’ve done some work, sent an invoice and for some reason payment delayed. But you still have to pay rent, salaries and other bills. 


This is where Finiata comes in — fronting that invoice, so you don’t have to wait for payment while you fall behind. Your money, in your account, today.






Finiata needed help with usability and information architecture of their product website, landing pages mobile and web applications. 

They had short “startup” deadlines and had experienced lackluster results from other design companies.


Their customer insights were ready for A/B testing. They were also rapidly growing and wanted to have a well documented visual guidelines for the product team to simplify onboarding and enhance visual consistency.






— Take their product look to the next level

— Fix UX issues in mobile and web application

— Match their bold vision to the look and experience of the product

— Provide a visual framework that will help the product team iterate faster






Digital product creators and CMO’s often come to us in a strong wish of making their product more beautiful, cleaner or more modern. What they don’t realize is this isn’t addressing the core of their challenges long-term.


It’s usually a deeper underlying issue that not related to the look of the product. But rather the organization and processes around documenting, spreading and adjusting product design processes and assets.


The problem becomes increasingly acute when a team is rapidly growing. Every new member is trying to do his best, but all those “bests” are mixing, leading to inconsistent experience and chaos.



Finiata got a detailed list of things to do. But, before jumping into treatment or execution, we’ve performed a diagnosis to better understand the customers world. A number of strategic calls allowing us to provide an outside perspective and build a better plan. At Heartbeat we call this process Discovery.



— Discussed the product’s current status

— Captured long term and short term plans and goals for the product

— Understood the thinking process that led to Finiata’s current requirements

— Documented the ideal customer portrait and customer journey








And Alexander Beresford, Finiatas CMO, has done an incredible job delivering user insights, problems they’re facing and important customer journeys we need to adjust. That helped us not just blindly execute, but provide an outside view on current product and the way to solve them.




During Discovery we decided to work on Onboarding Flow, as it was the first area of engagement for new users and the place where drop off occurred. By the end, we are planning to create a UI kit that contains all components of the interface. Like your own version of Bootstrap.





— Take their product look to the next level

— Fix UX issues in mobile and web application

— Match their bold vision to the look and experience of the product

— Provide a visual framework that will help the product team iterate faster






Creating a landing page with clear and targeted messaging was a crucial step in increasing conversions. Together with the Finiata team, we have compiled a new product page structure using the AIDA model and packed that in a nice cover 🙂






When we started working, the product was feeling visually dull and clumsy. It was functioning, but it was not something you would call a cutting edge fintech solution. Some interface components were repeating each other still doing the same functions. This was making the maintenance of the product harder, and slowing down the development of the new features.






Finiata works with a diverse audience, from 50-year-old truckers to digital nomads drinking their espresso from a third wave roaster. They needed an interface accessible to every group. Engaging copy, clear CTA’s, fewer buttons with icons, more labels with text.






While redoing the invoice look, we decided to add an in-app help center. It would become handy if the customer is following specific instructions and reading them.







The Dashboard should always keep users informed about what is going on, through appropriate visual feedback. That means your overdue amount and used credit limit must still be easy to get. The ability to increase the credit limit should also be at hand.







No one likes to waste time filling in long forms. And handing over all your personal credit information in one spot can be scary. That's why we are asking for your personal data in several steps. There are also some trust logos and payment provider details. To make you more confident.








We've created a separate mobile resolution web experience.

And the size of the screen is much smaller. We need to be sure that essential information is still at hand. While creating the desktop experience we were thinking about mobile as well. So the transition went smooth.









We can't honestly call it Design System. But, that's already a pretty documented library of components with Atomic-inspired structure and naming convention. We believe that any product team may benefit from sharing similar language around visual assets.










“Though yet to launch, the redesigned app has received high praise for its appearance and functionality. The Heartbeat Agency’s work ethic and deliverables fulfilled expectations and exceeded past companies’ attempts. Finiata has already achieved a 20 - 35% conversion rate increase on a website.”










Full customer review on Clutch:











Lead Designer











Product Manager












Design Ops












Creative Director













Trusted by startups with $300M+ in funding:

Partners backed by:

Small = effective

We are surrounded by amazing cultural and physical weather climates. Our HQ is located in Odesa — a beautiful seaside resort near the Black Sea. Anton Checkhov lived in this same neighborhood, and we are just one minute away from the opera house where Tchaikovsky conducted.

  • Working with founders from Y-Combinator, US SaaS awards winners, guys from Forbes, Business Insider, Daily Beast etc.
  • 7 years with same leadership team structure — right people at right seats
  • Creative Director — Awwwards International Jury
  • Got more than 100000+ followers across all design social networks
  • Companies we’ve worked with got more than $300M+ in funding
  • Spent $200,000 building our in-house web-app
Let me know the process
10°C Odesa's spring can be tricky. Don't let it fool you 🌳


Chaikovs'koho Ln, 16, Odessa, Odessa Oblast, 65000, Ukraine

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