Frozen Proposal
Under construction
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problem
The original flow suffered from heavy information overload, low predictability, and required fast decisions in a complex financial context. This led to confusion, longer comprehension time, and lower completion rates.
solution
I led the complete redesign of the experience, restructuring the information architecture, simplifying the UI, and applying strategic motion with art direction and emotional design. Motion guides reading, hierarchy, and pacing, reducing noise and increasing trust at every step.
Frozen Proposal emerges from the need to respect users’ decision-making time in a high-stakes financial journey. Instead of pushing immediate choices, the project turns the flow into a clearer, more predictable, and comprehension-oriented experience.
By combining a well-structured architecture, simplified interface, and purposeful motion, the design dramatically reduces cognitive load and improves decision-making. The result is a more efficient and trustworthy flow, achieving 80% less information overload, a 50% increase in completion rate, and 85% faster access to approval.
see also
