FINN
Five years of product design and experimentation for one of Europe’s leading car subscription platforms, delivering measurable improvements across the customer journey.
I provided product design consultancy to FINN, primarily owning the B2C shopping experience. My work covered vehicle discovery, product detail pages, subscription journeys, customer retention and the wider brand experience.
I also explored improvements to FINN’s customer account dashboard, bringing vehicle and subscription management, additional drivers, loyalty benefits, referrals and support into one place.
Working closely with product managers, engineers, researchers, data and marketing teams, I took projects from early exploration through to release and iteration. This included redesigning the B2C site following a major rebrand, improving vehicle discovery and filtering, developing new subscription and retention experiences, and contributing to FINN’s evolving design system and visual language.
Research, behavioural data and customer feedback were used to identify opportunities and test improvements throughout the shopping journey.
Problem
The static car list relied on customers using filters to find what they wanted.
Result
We tested curated rows based on popular filter choices, alongside promotional content, to help customers find relevant cars sooner. Engagement increased, but conversion fell, so we planned a simpler follow-up test to understand why.
Problem
The full subscription cost was difficult to understand during configuration. Customers were also roughly evenly split between paying the service fee upfront or monthly, despite an upfront discount.
Result
A clearer price breakdown improved progression to checkout and conversion. The near-even payment split prompted a proposal to remove the upfront discount, with modelling projecting approximately €5–9m in additional annual gross revenue depending on rollout scope. The proposal was planned for testing and a matching structure has since appeared on the live site.
"Tony is an exceptionally effective partner to product and engineering teams. He works comfortably with teams of any size, quickly understands complex challenges, and turns them into elegant, practical solutions - often at remarkable speed."
- Jens Kegelmann, VP Product, FINN
Problem
Studio photography showed the cars clearly, but gave customers little sense of what they might feel like to drive or live with.
Result
We tested lifestyle imagery on four models. Engagement improved further into the journey, but the test was inconclusive on completed subscriptions, so we recommended a broader follow-up.
I used Claude to turn ideas into interactive prototypes that stakeholders could explore, question and help refine.
During my final year with FINN, I began using Claude Design and Claude Code to create functional prototypes and accelerate experimentation. Rather than relying only on static designs, I built interactive prototypes with configurable pricing logic and journey variations, allowing stakeholders and engineers to explore scenarios, test assumptions and align on requirements before development.
"I always appreciated that Tony never just accepted initial ideas. Instead, he would thoughtfully challenge proposed solutions and suggest great alternatives. He is also super quick to learn. As AI tools developed, he easily picked up Claude Design and Claude Code to improve our work."
- Iryna Lysenko, Lead UI/UX, FINN
Alongside the product work, I helped oversee the continued development of FINN’s brand across its digital channels. I worked closely with the marketing team to evolve the visual language, translate campaign ideas into the product experience and maintain consistency across product, brand and marketing touchpoints. I also contributed to the design system, helping ensure the brand could scale without losing its character.
During my engagement, FINN grew from €3.2 million in revenue in 2022 to €444.3 million in 2024, later surpassing 50,000 active subscriptions and achieving a €1 billion valuation.
