Propel Site Redesign
This project involved a UI and UX redesign for Propel, a consumer financial technology company backed by Kleiner Perkins. Propel serves low income Americans by helping them manage benefits and improve long term financial health. An initial review of the existing website revealed that the company’s value proposition was not immediately clear, despite the strength and scale of the product.
Given Propel’s growth since its founding in 2014, with over five million monthly users, the redesign focused on clarifying what the company does and how it helps. The opportunity was not to rebrand the product, but to translate an already successful platform into a more accessible, engaging, and user centered web experience.
The redesign process centered on a deeper understanding of Propel’s core audience and their emotional context. Key goals included emphasizing warmth, trust, and relatability through visual language, improving clarity around Propel’s offering as an app and debit card, and reframing the experience of managing public benefits into something that felt supportive rather than transactional.
The resulting site presents a cleaner and more modern interface with clearer copy, stronger calls to action, and a more intuitive narrative flow. By prioritizing accessibility and emotional clarity, the redesign increased the site’s ability to communicate value and support conversion, while reinforcing Propel’s broader mission of helping Americans improve their financial well being.
