Report from George UX Conf: How Design is Changing the World of Finance

Imagine Opening Your Banking App...

Instead of feeling frustrated by complicated options, you’re greeted by a simple and intuitive interface. Everything you need is at your fingertips, and you might even smile thanks to a playful animation or a witty message. That’s the power of design – turning something as complex as managing finances into an enjoyable experience.

This was the core message of the George UX Conf in Vienna. The conference showcased how great design can make financial services more accessible, understandable, and even fun. Curious about how this works? Read on for my insights and key takeaways.

Why FinTech?

FinTech captivates designers for a simple reason—it empowers us to create meaningful change quickly and effectively. From streamlining payment processes to enhancing financial literacy, the possibilities are vast.

Practical Lessons from the Best

One of the standout talks at the conference came from Marla Mitelman, who has 25 years of design experience at J.P. Morgan. Her message was simple: More practicality, less “smart” talk. As designers, we sometimes tend to overcomplicate things—adding processes, tools, and methods that no one actually needs. But our job is to simplify. Not to appear sophisticated, but to ensure that our products truly work.

More Pragmatism, Please

Another talk that resonated with me was the presentation by Margarida Bothelo, Lead Product Designer at Revolut. She emphasized that design is not a dogma—it shouldn’t be about rigid processes or complicated jargon, but about what’s truly useful. The goal of FinTech apps isn’t to turn people into financial experts. Their purpose is to teach users why it’s important to manage money responsibly and how they can achieve that with ease.

Functional Design Is a Given Today

A well-designed app won’t amaze anyone today—it’s the minimum expectation for design. What makes a product truly exceptional is the joy of using it. This was precisely the focus of Mig Reyes, Head of Product Design at Duolingo. In his talk, he emphasized that “delight” is often the greatest added value.

What does that mean in practice? Small details—from subtle animations to bold visual elements—can transform an ordinary experience into something unforgettable.

Mig also highlighted that delight isn’t just about visuals; it’s about how design can “reward” users for their efforts. Duolingo is a perfect example, building a habit of language learning through playful and motivating features that never fail to put a smile on your face.

Hiding Complexity

One of the main themes of the conference was how to hide complexity. Many FinTech apps are built on complicated processes that users don’t need to see. On the contrary, users want a clear, simple interface that helps them achieve their goals without feeling overwhelmed. Absorbing complexity in the background while displaying only the essentials—that’s the real challenge.

The Language That Matters

Another important topic was content design. The language, tone, and manner in which an app communicates have a huge impact on how users perceive the product. Well-crafted text can transform complex processes into something understandable and intuitive. As designers, we shouldn’t underestimate this aspect.

Talks Available Online

If These Ideas Caught Your Interest, all talks from George UX Conf are available for free on Erste Group's YouTube channel. I particularly recommend watching the presentations by Marla Mitelman and Mig Reyes. If you’re looking for inspiration, you’ll definitely find it there.

What Did I Take Away from the Conference?

George UX Conf was a great reminder that design can transform the world of finance for the better. For me personally, it was an inspiration to look at how we can raise the bar in our own projects. Today, what makes products exceptional isn’t just their functionality—it’s the experience they provide. If you’re interested in bringing something similar to your products, I’d be happy to discuss it with you.