Developing Squiddle’s user experience came with unique constraints. To reduce build time and costs, the platform needed to adopt Finular’s existing back-end technology, meaning that its core information architecture and several functional patterns were already set. On top of that, the design could not deviate too far from layouts used across the group’s other brands, while remaining compliant with the Financial Conduct Authority’s strict customer care guidelines.

Our task was to work creatively within these boundaries to define a design language that felt fresh and distinctive without compromising usability, regulatory standards, or the technical requirements inherited from existing products. The challenge became an exercise in subtle innovation, introducing thoughtful touches and polished visuals that gave Squiddle its own personality while preserving operational efficiency.

From the outset, we recognised that Squiddle needed a flexible design system that could stand apart in the short-term lending space while remaining scalable as new features emerged. We built a component library in Figma that paired clean, contemporary styling with a reassuring tone. Buttons, form fields, cards, and navigation elements were crafted to promote clarity and ease of use, while colour palettes and typography embedded the brand’s lively yet professional character at every interaction.

The system served as more than a toolkit for UI components, it became a shared language between designers, developers, and the marketing team. By documenting usage patterns, spacing rules, and accessibility standards, we ensured the brand’s personality remained consistent, whether in the smallest icon or the most data-heavy page.