A leading US fintech app with 29M members. I led a 0-1 reimagining of the home screen and paycheck router across two focused sprints. People came in for one action, cashing out, and left without understanding everything else the app could do for them. I reframed the home screen as a set of tensions and trade-offs, not a pile of features. The model I kept returning to was Costco or Trader Joe's: you arrive for a clear purpose, you are guided through the essentials, and you are delighted by a few well-timed discoveries, so you leave feeling helped, not sold to. This work is pre-launch and confidential. The outcome was a validated direction, stakeholder alignment, and a trade-off framework the team could keep using. Happy to walk through the full story in conversation.