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.

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.

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.