Design for understanding, not just action
Fintech is one of the few spaces where UX directly shapes how people understand their own money. That changes the responsibility of the work.
I've been seeing more patterns that are very effective at driving action, but introduce just enough ambiguity in how they work. Things like primary actions overriding user intent, or critical steps being visually de-prioritized.
It works. Click-through goes up. But it blurs the line between helping someone understand something and steering them toward an outcome. What is emphasized, what is hidden, what looks actionable—those choices don't just guide behavior, they shape trust. And whether someone feels confident moving forward.
Design that serves user intent and design that serves business goals are not in conflict. When they are, it's usually a strategy problem wearing a UX costume.
The work is aligning the two, so people understand what they're doing, not just what to click.