Heroa
CRM
Fintech
Mental Health
Services
Product Design, Product Strategy
Client
Co-Founder and Lead Product Designer
Date
October 2018 - October 2021
Overview
Heroa was built as a mobile-first workflow platform for self-employed creatives. Designed around the pillars of mental, financial, and professional wellbeing, Heroa empowered freelancers with tools to streamline admin, reduce stress, and reclaim control. The brand was a tribute to liberation and self-reliance—values that resonate deeply with the independent workforce.
Key feature // 1
A Unified Dashboard for Financial Wellbeing & Workflow
I designed a clean, mobile-first interface that gives self-employed users a clear view of their financial health and schedule. From income tracking to expense categorisation and booking management, every screen was shaped to reduce overwhelm and bring calm to daily admin.
Key feature // 2
Secured a Partnership
We partnered with Tide to give freelancers access to a free business bank account with tax tools—offering added value while creating a new revenue stream for Heroa. I supported the visual storytelling to promote the partnership across product and marketing.
Key feature // 3
Extending wellness beyond the screen
In response to the 2020 pandemic, we launched the Mind, Money, Mission® Journal—an analogue tool grounded in behavioural psychology to support mindset, money management, and goal-setting. Designed to complement the app, the journal has reached over 500 customers via Amazon, offering offline resilience when it matters the most.
Results
A Cohesive Product Ecosystem
The launch of Heroa marked a meaningful step in supporting the wellbeing of self-employed professionals—bringing together financial clarity, scheduling tools, and behavioural wellness in one cohesive ecosystem. The hybrid offering of a digital app and analogue journal enabled us to reach users where they needed it most—on-screen and off—while creating early traction and positive feedback from real users.
Conclusion
Heroa was designed to be more than a mobile app—a movement for freelance wellbeing, built at the intersection of human emotion, strategic design, and financial intelligence. The outcome was a product that didn’t just help users manage invoices and bookings—it helped them manage their energy, mindset, and confidence. From solopreneurs to creatives, Heroa proved what's possible when we design for the whole person—not just their tasks.