UX Design and Research
Zavvis AI
Your Virtual CFO, Simplified
Case Study 20min read
THE PROBLEM SPACE
"I Don’t Know What My Business is Worth —
and I Can’t Afford to Guess."
Small business owners are constantly making decisions that affect their financial future — yet most have no clear idea of their valuation, performance metrics, or investor readiness. They’re juggling spreadsheets, scattered tools, and limited time, all without access to expert financial guidance.
The Result?
Many feel overwhelmed, stuck, and unsure if their business is on the right path — let alone how to grow or raise capital confidently.
PROJECT SNAPSHOT
Timeline
Timeline
August 2024 – Present
August 2024 – Present
Role
Role
Solo Product Designer — led end-to-end design including user research, UX flows, UI design, prototyping, and usability testing.
Solo Product Designer — led end-to-end design including user research, UX flows, UI design, prototyping, and usability testing.
Team
Team
Collaborated closely with the founder, PM, developers, and data analysts.
Collaborated closely with the founder, PM, developers, and data analysts.
Context
Context
Real-world MVP design for an early-stage startup, focused on building a finance AI platform for small business owners.
Real-world MVP design for an early-stage startup, focused on building a finance AI platform for small business owners.
THE SOLUTION
Designing a Financial Co-Pilot That Feels Human
and Actually Helps
Zavvis AI was built to do what spreadsheets, scattered tools, and outdated CRMs couldn’t: guide small business owners through the complexities of valuation, funding, and strategic planning — all from one dashboard. The solution merges automation, real-time data, and conversational guidance to make financial clarity feel achievable.
Here’s how each core feature solves the key user pain points:
AI-Powered Business Valuation
AI-Powered Business Valuation
01
01
Users can enter or upload their core financial data, and Zavvis AI instantly delivers a real-time, easy-to-understand valuation — helping founders know what their business is worth without needing a finance team.
Users can enter or upload their core financial data, and Zavvis AI instantly delivers a real-time, easy-to-understand valuation — helping founders know what their business is worth without needing a finance team.
Investor Matching
Investor Matching
02
02
By analyzing the company’s sector, funding stage, and business goals, Zavvis recommends investor profiles tailored to the user’s startup — reducing cold outreach and giving small business owners a more confident starting point.
By analyzing the company’s sector, funding stage, and business goals, Zavvis recommends investor profiles tailored to the user’s startup — reducing cold outreach and giving small business owners a more confident starting point.
92% Match
92% Match
Learn More
Learn More
Sequoia Capital
Sequoia Capital
Perfect match for your AI-powered SaaS solution with proven traction in enterprise markets.
Perfect match for your AI-powered SaaS solution with proven traction in enterprise markets.
Tech
Tech
Series A-C
Series A-C
San Francisco
San Francisco
Conversational AI Assistant (Virtual CFO)
Conversational AI Assistant (Virtual CFO)
03
03
Available 24/7 via natural language, the built-in chatbot acts as a personal financial guide — answering questions, clarifying reports, and offering goal-based suggestions that feel like talking to a human mentor.
Available 24/7 via natural language, the built-in chatbot acts as a personal financial guide — answering questions, clarifying reports, and offering goal-based suggestions that feel like talking to a human mentor.
Ask Zavvis Ai...
Ask Zavvis Ai...
Powered by GPT - 5
Powered by GPT - 5
Ask Zavvis Ai...
Ask Zavvis Ai...
Open Chat
Open Chat
Hi, I am Zavvis, how can I help with your valuation analysis today?
Hi, I am Zavvis, how can I help with your valuation analysis today?
...
...
What is driving our high burn rate?
What is driving our high burn rate?
Why did this happen?
Why did this happen?
Zavvis Insight
Zavvis Insight
Your valuation improved by 8% last month due to a rise in recurring revenue and reduced expenses.
Your valuation improved by 8% last month due to a rise in recurring revenue and reduced expenses.
Revenue Increase
Revenue Increase
+12.5%
+12.5%
Expense Reducation
Expense Reducation
-8.3%
-8.3%
Learning from the Market to
Build a Smarter MVP
Before jumping into design, I conducted in-depth secondary research and competitor analysis to understand the current fintech landscape and user expectations around AI-powered financial tools. The goal was to uncover proven UX patterns while identifying gaps Zavvis AI could fill.
METHODS USED
Interviews and Secondary Research across case studies, fintech dashboards, and conversational banking tools.
Competitor Audit of platforms like BELLA Banking, Grid AI, Mint, FinDash, QuickBooks.
Analysis of AI behavior models, dashboard structure, and user onboarding patterns.
Product/ Platform
Product/ Platform
BELLA Banking
BELLA Banking
Conversational UI, finance tracking
Conversational UI, finance tracking
GPT-style AI assistant, personalization
GPT-style AI assistant, personalization
Retail banking customers
Retail banking customers
Limited to banking use-cases
Limited to banking use-cases
Grid AI (Fuselab)
Grid AI (Fuselab)
KPI tracking, exception resolution, dashboarding
KPI tracking, exception resolution, dashboarding
Predictive analytics, auto insights
Predictive analytics, auto insights
AI Ops teams, execs
AI Ops teams, execs
High learning curve for non-technical users
High learning curve for non-technical users
Mint
Mint
Personal finance dashboard, budgeting Alert
Personal finance dashboard, budgeting Alert
Alerts, trend detection
Alerts, trend detection
Individuals
Individuals
Not suitable for business / company valuation
Not suitable for business / company valuation
FinDash
FinDash
Financial overview, investment analysis
Financial overview, investment analysis
Smart summaries, analytics
Smart summaries, analytics
SMBs, Investors
SMBs, Investors
No chatbot, limited funding guidance
No chatbot, limited funding guidance
QuickBooks
QuickBooks
Accounting + payroll
Accounting + payroll
Forecasting, invoice reminders
Forecasting, invoice reminders
Small business owners
Small business owners
Lacks investor focus, complex for new users
Lacks investor focus, complex for new users
Zavvis AI (MVP)
Zavvis AI (MVP)
Business valuation, investor matching, KPI insights
Business valuation, investor matching, KPI insights
AI CFO agent, chat assistant, news curation
AI CFO agent, chat assistant, news curation
SMBs, non-finance founders
SMBs, non-finance founders
Currently building MVP — evolving capabilities
Currently building MVP — evolving capabilities
Core Features
Core Features
AI Capabilities
AI Capabilities
Target Audience
Target Audience
Weaknesses / Gaps
Weaknesses / Gaps
The KEY INSIGHTS that guided us...
Conversational Interfaces Build Trust
Conversational Interfaces Build Trust
Apps like BELLA Banking showed that voice/text hybrid UIs reduce friction and help users feel emotionally supported — a key influence on Zavvis’ AI assistant.
Apps like BELLA Banking showed that voice/text hybrid UIs reduce friction and help users feel emotionally supported — a key influence on Zavvis’ AI assistant.
AI Should Be Proactive, Not Just Reactive
AI Should Be Proactive, Not Just Reactive
Top-performing platforms didn’t wait for input — they suggested next steps. Zavvis followed suit by offering predictive guidance on valuation, funding, and KPIs.
Top-performing platforms didn’t wait for input — they suggested next steps. Zavvis followed suit by offering predictive guidance on valuation, funding, and KPIs.
Visual Dashboards Build Confidence
Visual Dashboards Build Confidence
Products like Stripe and Robinhood used clear charts to help users “see the story.” Zavvis uses cards, graphs, and alerts to deliver that same clarity.
Products like Stripe and Robinhood used clear charts to help users “see the story.” Zavvis uses cards, graphs, and alerts to deliver that same clarity.
Users Need a
Starting Point
Users Need a
Starting Point
Many dashboards
overwhelmed users with financial jargon. Zavvis aims to feel like a guided experience, not a data dump
— especially for non-finance users.
Many dashboards
overwhelmed users with financial jargon. Zavvis aims to feel like a guided experience, not a data dump
— especially for non-finance users.
Learning from the Market to
Build a Smarter MVP
Before jumping into design, I conducted in-depth secondary research and competitor analysis to understand the current fintech landscape and user expectations around AI-powered financial tools. The goal was to uncover proven UX patterns while identifying gaps Zavvis AI could fill.
ANALYSIS
What Users Really Needed from a Financial Dashboard
Through user interviews, secondary research, and market analysis, five recurring themes emerged that shaped the core direction of Zavvis AI:
THEME
INSIGHT
PARTICIPANT QUOTE
“I’ve been running this business for 4 years and still don’t know what it’s worth.”
“I wish there was something that could tell me what to focus on next — not just show me charts.”
“Honestly, I have no idea what half of these terms mean. I just Google them.”
Many users didn’t know their business valuation and felt unsure approaching funding or long-term planning.
Users didn’t want just raw data — they wanted guidance, like a mentor walking them through next steps.
Non-finance founders were often overwhelmed by technical terms and acronyms.
Over 50% of users said they felt confused by terminology like burn rate, runway, and KPI variance.
Many felt that dashboards without recommendations made them feel more lost than informed.
65% had never formally evaluated their business valuation before.
HMWs
Instead of designing for finance experts, Zavvis AI needs to be designed to make Smart feel Simple.
Instead of designing for finance experts, Zavvis AI needs to be designed to make Smart feel Simple.
Which lead to the HMW questions
How might we help small business owners understand their valuation without needing a financial background?
How might we offer guidance that feels like mentorship — not just data dashboards?
How might we tailor insights to feel personalized, timely, and context-aware?
How might we help small business owners understand their valuation without needing a financial background?
How might we offer guidance that feels like mentorship — not just data dashboards?
How might we tailor insights to feel personalized, timely, and context-aware?
ANALYSIS
What Users Really Needed from a Financial Dashboard
Through user interviews, secondary research, and market analysis, five recurring themes emerged that shaped the core direction of Zavvis AI:
THEME
INSIGHT
PARTICIPANT QUOTE
“I’ve been running this business for 4 years and still don’t know what it’s worth.”
“I wish there was something that could tell me what to focus on next — not just show me charts.”
“Honestly, I have no idea what half of these terms mean. I just Google them.”
Many users didn’t know their business valuation and felt unsure approaching funding or long-term planning.
Users didn’t want just raw data — they wanted guidance, like a mentor walking them through next steps.
Non-finance founders were often overwhelmed by technical terms and acronyms.
Over 50% of users said they felt confused by terminology like burn rate, runway, and KPI variance.
Many felt that dashboards without recommendations made them feel more lost than informed.
65% had never formally evaluated their business valuation before.
IDEATION & SOLUTION
Brainstorming With the Whole Team, Designing With Purpose
Before landing on the final MVP direction, we went broad. I led collaborative brainstorming and mind mapping sessions with the founder, PMs, data analysts, and engineers to explore every angle of the problem. We used card sorting to cluster raw ideas and pain points, then ran rapid design sprints to pressure-test our concepts.
Conversational AI Assistant (Virtual CFO)
An always-available AI guide that explains financial terms, recommends next steps, and simplifies decision-making
Conversational AI Assistant (Virtual CFO)
An always-available AI guide that explains financial terms, recommends next steps, and simplifies decision-making
01
01
Investor Matchmaking Engine
A system that recommends aligned investors based on business stage, performance, and goals — solving the “who should I even reach out to?” problem.
Investor Matchmaking Engine
A system that recommends aligned investors based on business stage, performance, and goals — solving the “who should I even reach out to?” problem.
02
02
Mobile App Format (Later Pivoted)
Originally scoped as a mobile app, but feedback from our data team highlighted that visualizing financial trends and KPIs needed more screen space — leading to a strategic shift toward a desktop-first dashboard.
Mobile App Format (Later Pivoted)
Originally scoped as a mobile app, but feedback from our data team highlighted that visualizing financial trends and KPIs needed more screen space — leading to a strategic shift toward a desktop-first dashboard.
03
03
Early rapid visuals to
communicate intent and
align stakeholders
*Made using AI Tools*
Early rapid visuals to
communicate intent and
align stakeholders
*Made using AI Tools*
Investor Matching
→ Mapped to: How might we tailor insights to feel personalized, timely, and context-aware?
This addressed a real gap — users didn’t just want funding; they wanted the right kind of funding.
Investor Matching
→ Mapped to: How might we tailor insights to feel personalized, timely, and context-aware?
This addressed a real gap — users didn’t just want funding; they wanted the right kind of funding.
01
01
Zavvis AI bot/ Zavvis School
→ Mapped to: How might we offer guidance that feels like mentorship — not just data dashboards?
The AI assistant became a cornerstone for making finance feel conversational and supportive, not intimidating.
Zavvis AI bot/ Zavvis School
→ Mapped to: How might we offer guidance that feels like mentorship — not just data dashboards?
The AI assistant became a cornerstone for making finance feel conversational and supportive, not intimidating.
02
02
Desktop-First Experience
→ Mapped to: How might we help users understand their valuation without needing a finance background?
Financial data needs clarity. Graphs, KPIs, and benchmarks deserved space to breathe — making desktop the right choice for the MVP.
Desktop-First Experience
→ Mapped to: How might we help users understand their valuation without needing a finance background?
Financial data needs clarity. Graphs, KPIs, and benchmarks deserved space to breathe — making desktop the right choice for the MVP.
03
03
Final Solutions Selected (and Why?)
Information Architecture
Structuring Smart Insights Around How Founders Actually Think
To ensure Zavvis AI felt intuitive and focused from day one, we structured the MVP around the core mental models of our users:
“How is my business doing? ” → “Can I get funding? ” → “What should I do next? ”
Our Information Architecture (IA) emphasized clarity, flow, and future scalability. Key tasks were organized into simple, top-level sections — with the AI Assistant accessible from anywhere as a safety net for users feeling overwhelmed.
We Added a Dedicated Chat Tab
( Beyond Just a Floating Bot )
Initially, our information architecture included a floating chatbot assistant—accessible from every screen—to provide just-in-time support and financial insights. However, as we explored evolving user behavior across modern AI platforms like ChatGPT, Perplexity, and others, we discovered a critical shift:
Users don’t just want answers—they want to save, revisit, and learn from their conversations.
Through secondary research and feedback from early stakeholders, we found that people increasingly treat chat-based AI tools as search + strategy + mentorship combined. A disappearing or ephemeral chat doesn’t support that behavior. Users expect a persistent space where they can return to previous threads, build a reference history, and reflect on ongoing insights—just like they can in tools such as ChatGPT (with saved threads) or Perplexity (which excels in delivering niche, context-driven insights).
ITERATIONS
Designing With Feedback, How Testing Shaped the MVP
I conducted moderated usability tests with 5 early-stage founders to validate Zavvis AI’s prototype. The goal was to evaluate how effectively users could interact with core flows: business valuation, investor discovery, and the AI assistant.
Participants were between ages 25–45, had basic digital literacy, and represented our target audience of non-technical small business owners.
AI Assistant Was Too Subtle
AI Assistant Was Too Subtle
Issue 02
Issue 02
"I didn't even realize there was a chatbot at first." - P04
Fix:
→ Added a whole card dedicated to Ai assistant.
→ Added a tooltip on first visit to guide users toward the assistant
"I didn't even realize there was a chatbot at first." - P04
Fix:
→ Added a whole card dedicated to Ai assistant.
→ Added a tooltip on first visit to guide users toward the assistant
Ask Zavvis Ai...
Ask Zavvis Ai...
Powered by GPT - 5
Powered by GPT - 5
Ask Zavvis Ai...
Ask Zavvis Ai...
Open Chat
Open Chat
Hi, I am Zavvis, how can I help with your valuation analysis today?
Hi, I am Zavvis, how can I help with your valuation analysis today?
...
...
What is driving our high burn rate?
What is driving our high burn rate?
Financial Terms Felt Intimidating
Financial Terms Felt Intimidating
Issue 04
Issue 04
"I don't know what 'Revenue Multiple' means." - P05
Fix:
→ Added tooltips (Called it Zavvis School) on terms with plain-language explanations
→ Example: "Revenue Multiple = Value based on revenue × industry multiplier"
"I don't know what 'Revenue Multiple' means." - P05
Fix:
→ Added tooltips (Called it Zavvis School) on terms with plain-language explanations
→ Example: "Revenue Multiple = Value based on revenue × industry multiplier"
Why did this happen?
Why did this happen?
Zavvis School
Zavvis School
Your valuation improved by 8% last month due to a rise in recurring revenue and reduced expenses.
Your valuation improved by 8% last month due to a rise in recurring revenue and reduced expenses.
Revenue Increase
Revenue Increase
+12.5%
+12.5%
Expense Reducation
Expense Reducation
-8.3%
-8.3%
Learn more financial terms
Learn more financial terms
Zavvis School
Zavvis School
What is Burn Rate?
What is Burn Rate?
SaaS metrics that matter.
SaaS metrics that matter.
Learn how to optimize and calculate your company’s revenue.
Learn how to optimize and calculate your company’s revenue.
Learn how to optimize and calculate your company’s revenue.
Learn how to optimize and calculate your company’s revenue.
Read article
Read article
Read article
Read article
KPI Data Lacked Context
KPI Data Lacked Context
Issue 01
Issue 01
"I'm seeing the numbers, but I don't know if this is good or bad." - P02
Fix:
→ Added % change from previous month and trend arrows (↑/↓) on all KPI cards
→ Helped users immediately spot performance shifts without needing
"I'm seeing the numbers, but I don't know if this is good or bad." - P02
Fix:
→ Added % change from previous month and trend arrows (↑/↓) on all KPI cards
→ Helped users immediately spot performance shifts without needing
Revenue
Revenue
12.5% vs last month
12.5% vs last month
$1,254,300
$1,254,300
Burn Rate
Burn Rate
12.5% vs last month
12.5% vs last month
High
High
Users Unsure What to Ask the AI
Users Unsure What to Ask the AI
Issue 03
Issue 03
"What kind of things can I even ask it?" - P02
Fix:
→ Added prompt chips like:
"How is my cash flow?"
"Explain my valuation"
→ Each suggestion is based on the page the users is currently on.
"What kind of things can I even ask it?" - P02
Fix:
→ Added prompt chips like:
"How is my cash flow?"
"Explain my valuation"
→ Each suggestion is based on the page the users is currently on.
Ask Zavvis Ai...
Ask Zavvis Ai...
Powered by GPT - 5
Powered by GPT - 5
Try asking:
Try asking:
How can I improve my cash flow?
How can I improve my cash flow?
Compare my valuation to industry standards .
Compare my valuation to industry standards .
Ask Zavvis Ai...
Ask Zavvis Ai...
Open Chat
Open Chat
REFLECTIONS
From Numbers to Narratives — What I Learned Designing Zavvis AI
Designing Zavvis AI challenged me to balance complex financial data with a need for clarity, trust, and emotional safety. This wasn’t just a design sprint — it was a deep dive into how to help real people make better business decisions.
FEEDBACK!
Hey! You've reached the end of the case study (which is amazing — I appreciate you so much!).
I value your feedback! Please feel free to share your thoughts, suggestions, or questions about this case study. Your input helps me improve and create better design solutions.
What I’d Do Differently?
Explore cross-device behavior. Though we chose desktop for MVP, I’d love to explore how mobile extensions could support use on the go.
Design for long-term learning. Building more reflection tools or AI learning summaries could help users not just survive finance — but grow through it.
Key Takeaways
Key Takeaways
Simplifying complexity is a design superpower.
From KPI cards to valuation explainers, I learned how to guide users through heavy information without overwhelming them.
Simplifying complexity is a design superpower.
From KPI cards to valuation explainers, I learned how to guide users through heavy information without overwhelming them.
Understanding the terms yourself is important.
I didn’t come from a finance background, so I had to learn a lot along the way. I believe that was a key element in making the UX truly effective.
Understanding the terms yourself is important.
I didn’t come from a finance background, so I had to learn a lot along the way. I believe that was a key element in making the UX truly effective.
AI tools must feel human.
The Assistant wasn’t just a chatbot — it had to be a mentor. Designing its tone, layout, and behavior taught me how to shape personality into interface.
AI tools must feel human.
The Assistant wasn’t just a chatbot — it had to be a mentor. Designing its tone, layout, and behavior taught me how to shape personality into interface.
Asking stakeholders early about business goals and user priorities is crucial.
Aligning on these at the start of the process helps ensure that the design not only looks good but also delivers real impact.
Asking stakeholders early about business goals and user priorities is crucial.
Aligning on these at the start of the process helps ensure that the design not only looks good but also delivers real impact.
Ethical design matters — always.
Every button, tooltip, and insight carried weight. I became more intentional about how we communicate risk, suggestions, and feedback.
Ethical design matters — always.
Every button, tooltip, and insight carried weight. I became more intentional about how we communicate risk, suggestions, and feedback.
Psst… this case study is a bit shy on mobile. Please check it out on a desktop for the full experience!.
