Product Designer & Creative Director

Designing products that make complex systems feel simple.

Shaping AI-driven experiences, financial tools, and human-centered digital products that move people forward.

Currently designing at the intersection of AI, behavior, and financial wellness.

Selected Work

Product, AI & behavioral design.

A focused selection of work built around clarity, momentum, and meaningful user action.

Aimee AI Preview
AI Experience

Aimee AI

Designing a conversational AI coach that turns static financial education into personalized, motivating guidance.

Product Design Lead · Financial Finesse
View case study →
Hub Dashboard Preview
Platform Design

Financial Finesse Hub

Reimagining a financial wellness platform to improve onboarding, engagement, and clarity across complex user journeys.

Lead Product Designer · Financial Finesse
View case study →
Calculator / Tool Preview
Behavioral Design

Financial Tools & Behavioral Design

Creating calculators, score systems, and decision-support experiences that help people take meaningful financial action.

Product Designer / Creative Lead · Financial Finesse
View case study →

Impact

Work that moves things forward.

Led product design for AI and platform experiences used through employer-sponsored financial wellness programs.

Designed products that simplify complex financial systems into actionable user experiences.

Bridged UX, brand, and product strategy to create more motivating digital tools.

Partnered cross-functionally with leadership, product, and engineering to shape high-impact experiences.

Selected Capabilities

What I bring to the table.

Product Design

Complex platforms, onboarding, dashboards, UX architecture, behavior design

AI Experience Design

Conversational UX, AI personality design, response frameworks, trust-building interactions

Creative Direction

Visual systems, storytelling, digital art direction, polished interface design

Research & Strategy

User testing, product thinking, behavior insight, experience positioning

Design Philosophy

Clarity. Momentum. Intention.

I believe the best digital products make complicated systems feel obvious. My work sits at the intersection of product design, human behavior, and emerging AI — with a focus on creating experiences that feel clear, motivating, and genuinely useful.

Whether I'm shaping an AI conversation, designing a platform workflow, or refining the visual language of a product, I care deeply about clarity, momentum, and helping people feel more confident in what comes next.

Visual Explorations

Craft & concept work.

Interface studies, visual systems, and concept work exploring motion, storytelling, and digital product craft.

Exploration Image
Onboarding concept study
Exploration Image
Mobile dashboard exploration
Exploration Image
Interaction and visual system concept

Let's build something meaningful.

I'm always interested in thoughtful teams, ambitious products, and opportunities to shape experiences that help people make better decisions.

LinkedIn

Selected Work

Product, AI & behavioral design.

A selection of work focused on AI, financial wellness, and human-centered digital product design.

Case Study 01 — AI Experience

Aimee AI

Designing a conversational AI coach that turns static financial education into personalized, motivating guidance.

Aimee AI — Primary Interface
AI Experience

Conversational coaching at scale

Reimagining how employees access financial guidance — moving from static content to a personalized AI coach that adapts to individual behavior and goals.

Product Design Lead · Financial Finesse
Case study coming soon
Aimee AI — Conversation Flow

Conversation design & AI personality

Crafting the tone, trust architecture, and response frameworks that make Aimee feel genuinely helpful — not robotic.

Conversational UX · AI Personality Design

Case Study 02 — Platform Design

Financial Finesse Hub

Reimagining a financial wellness platform to improve onboarding, engagement, and clarity across complex user journeys.

Hub — Onboarding Flow
Platform Design

Onboarding redesign

Simplifying the entry experience so employees understand their financial wellness picture within their first session.

Lead Product Designer
Hub — Dashboard

Dashboard & data clarity

Turning complex financial data into a clear, actionable snapshot that motivates rather than overwhelms.

UX Architecture
Hub — Engagement Patterns

Engagement & retention

Designing behavioral loops and content patterns that bring users back and help them make progress over time.

Behavioral Design

Case Study 03 — Behavioral Design

Financial Tools & Behavioral Design

Creating calculators, score systems, and decision-support experiences that help people take meaningful financial action.

Calculator Tool
Behavioral Design

Interactive calculators

Tools that translate abstract numbers into personal, actionable insight — helping users see the real impact of their choices.

Product Designer / Creative Lead
Score System

Financial wellness score

A score system that makes financial health measurable, visible, and motivating — not a source of anxiety.

UX & Visual Design
Decision Support Tool

Decision-support experiences

Guided flows that reduce cognitive load and help users make confident financial decisions at the right moment.

Interaction Design

How I Work

Process & approach.

Discover

Research, user interviews, competitive review, and behavioral mapping to understand the real problem before designing a solution.

Define

Synthesizing findings into clear problem frames, user journeys, and design principles that keep the team aligned on what matters.

Design

High-fidelity, polished work from day one — flows, components, interactions, and a visual language that earns trust.

Deliver

Close collaboration with engineering to ship with quality, followed by measurement and iteration to keep improving.

Other Projects

Building beyond the day job.

Independent projects designed and built using AI-assisted development — from concept to deployed site.

Real Estate Website Preview
Vibe Coded

Real Estate Website

A full real estate listing site designed and built end-to-end using AI-assisted development. Deployed to GitHub Pages — no traditional dev team required.

Design & Build · Claude, ChatGPT & Gemini
Live on GitHub →
Portfolio Site Preview
Vibe Coded

This Portfolio

Designed and built this multi-page portfolio site using AI-assisted development — custom layout, responsive design, and GitHub deployment without a traditional engineering handoff.

Design & Build · Claude, ChatGPT & Gemini
You're looking at it →

Visual Explorations

Craft & concept work.

Interface studies and visual system experiments beyond client work.

Exploration Image
Onboarding concept study
Exploration Image
Mobile dashboard exploration
Exploration Image
Interaction and visual system concept

About

Designer, director, and systems thinker.

I design products that feel human, intentional, and genuinely useful — especially in complex spaces where clarity is hardest to achieve.

Bri May — Portrait

Product Designer & Creative Director
Based in California

I've spent my career helping people navigate complex systems — financial tools, AI products, behavioral platforms — by designing experiences that feel clear, calm, and motivating.

At Financial Finesse, I led product design for AI-driven and platform experiences that reach employees through employer-sponsored wellness programs. That work required equal parts strategic thinking, behavioral psychology, and craft — balancing business goals with deeply human needs.

I care about the details that most people never notice — the micro-interaction that reduces anxiety, the copy that actually answers the question, the flow that makes someone feel competent instead of confused. That's where I spend a lot of my energy.

Core Skills

  • Product Design
  • AI Experience Design
  • Creative Direction
  • UX Architecture
  • Conversational UX
  • Behavioral Design
  • Visual Systems
  • Design Strategy
  • User Research
  • Interaction Design
  • Vibe Coding
  • GitHub / Deployment

Experience

2019 – Present

Product Design Lead

Financial Finesse

2024 – Present

Vibe Coder & Independent Builder

Self-directed — Claude, ChatGPT & Gemini

Built and deployed full sites to GitHub Pages using AI-assisted development. Projects include a real estate website and this portfolio.

Earlier

Creative Director / Art Director

Various studios & agencies

What I Believe

Values that shape the work.

Clarity over cleverness

The best designs feel obvious in hindsight. I chase that feeling — where complexity dissolves into something that just makes sense.

Momentum matters

Great products build confidence. Every interaction should leave someone feeling more capable, not less certain about what to do next.

Craft at every scale

The details matter — even in enterprise software, even in financial tools. Polish signals respect for the person using it.

Contact

Let's build something meaningful.

I'm always interested in thoughtful teams, ambitious products, and opportunities to shape experiences that help people make better decisions.

Reach out.

Whether you're building a product, looking for a design lead, or just want to talk craft — I'd love to hear from you.

Email

[email protected]

LinkedIn

linkedin.com/in/brimay

Resume

Download PDF

Availability

Open to new opportunities

Ideal Roles

Senior Product Designer

Principal Product Designer

Art Director

Creative Director

I love working on

AI products
Financial tools
Behavioral design
Complex platforms
Design systems
Creative direction