Date:October 06, 2016

Decision Fish

Semi-Finalist, Village Capital FinTech 2016

Decision Fish has an urgent social mission: to help people make better financial decisions. We know that individuals can make costly mistakes: there are 270,000 homes in foreclosure, even eight years after the financial crisis. Decision Fish applies the latest research in decision science, behavioral economics, corporate finance and user experience design to build a suite of apps that help people save money and reduce risk when making high-stakes, decisions, that align with personal values and create happiness.

Decision Fish PrototypeMy dual role is COO and UX Director. I am planning user testing of an Excel prototype and using the findings to develop interactive prototypes in Axure. Our initial interviews included a series of online and in person walkthroughs of the alpha applications. I also performed a competitive review of similar applications available in the market. Our user research findings and competitive analysis allowed us to pivot from a home affordability focus to a broader financial planning model that aligns with a user’s personal values. Testing is continuing on Financial Planning and Budgeting modules. I am working on Axure prototypes for web and mobile interactions. If you are interested in participating in user research, contact me.

As COO I am involved with developing partner and funding prospects, financial and HR operations and competitive market research. We are looking for B2B collaborators. I am also seeking user testing participants from targeted markets including middle income, immigrant, single parent, unmarried women and other underserved populations to test financial education content.

Tools Used: Prototypes in Axure and Excel,, Skype, Google Docs

Prototype Screenshots








Mobile Prototype



Focus Groups