Projects Overview
Penny Wise is an expense tracker built end to end: brand, marketing site, product UI, and the SaaS workflows behind it. The goal was a finance tool people actually want to open, not another cluttered dashboard.
We designed and developed the full product on React and Next.js, from onboarding and expense tracking to dashboards that make spending patterns easy to read at a glance.
Onboarding walks new users through categories, budgets, and first expenses in minutes instead of forcing a tutorial modal wall. Dashboard widgets highlight trends, recurring charges, and month-over-month shifts at a glance.
The product architecture separates marketing pages from authenticated app routes so SEO and app performance can be optimized independently.
Our work with Penny Wise spanned discovery, information architecture, visual design, development, QA, and launch support. We aligned milestones with their marketing calendar so pages, assets, and stakeholder reviews stayed on track. The build uses React, Next.js so the team can ship updates without rebuilding from scratch each quarter.
Beyond launch, we focused on how Penny Wise would actually run the site day to day: who updates content, how enquiries are routed, and what happens when new services or products are added. The production site at pennywise.kushalgohil.com/ is structured for ongoing campaigns, SEO, and partner referrals. The result is a polished digital presence that supports real sales conversations, not just a one-time redesign.
Challenges & Constraints
Personal finance products live or die on trust and clarity. Users need to understand where their money goes without wading through noise. Stakeholders at Penny Wise needed confidence that design choices would hold up under real buyer scrutiny, seasonal campaigns, and mobile traffic from prospects who rarely give a second chance after a slow or confusing first visit.
- Turning a broad product idea into a focused expense tracking experience with clear user flows.
- Building dashboard views that surface useful insights without overwhelming casual users.
- Shipping a full SaaS product, not just a landing page, with room to grow features over time.
- Aligning design, copy, and development timelines so launch dates stayed realistic without cutting QA.
- Planning information architecture that works for first-time visitors, returning partners, and internal teams adding content later.
- Balancing visual ambition with performance budgets so pages stay fast on mid-range phones and variable networks.
- Setting up analytics, forms, and tracking so marketing can measure what works instead of guessing from anecdotal feedback.
- Designing data visualizations that feel helpful for daily use without requiring finance expertise to interpret.
Projects Solution
To address the challenges faced in the Penny Wise project, the following solutions were implemented:
Defined branding and product positioning for a clean, approachable finance experience.
Designed and built the marketing site and authenticated product on React and Next.js.
Delivered expense tracking, reporting views, and dashboard patterns tuned for daily use.
Structured the build as a real SaaS foundation with maintainable UI and product architecture.
Ran structured QA across breakpoints, browsers, and key user flows before go-live so forms, navigation, and content blocks behave consistently.
Documented content update patterns and handoff notes so non-technical team members can publish changes confidently.
Tuned page weight, image delivery, and critical rendering paths to keep the experience responsive as content volume increases.
Delivered launch support and iteration room so post-live feedback could be addressed without destabilizing the core build.
Shipped reusable chart and table components tuned for expense categories, filters, and export-friendly summaries.