Case study work in progress!
Tufa
Designing a Cashback Platform for Social Impact
As the Founding Product Designer at Tufa, I led end-to-end design of a fintech product that reimagined cashback as a way to sustain care, support one another, and give with dignity. In this role, I shaped everything from early concepts and flows to visual design, a entire design system, and the shipped MVP. It was a role where I constantly switched between big-picture strategy and tiny interface details .
role
Founding Designer
duration
August–Dec 2025
areas
Product Strategy, UX/UI, Design Systems
Team
3 Founders, 4 Developers, 2 Designers
01 Background & Problem Framing
The Founder's Story
Tufa began with a deeply personal moment for my Founder, Steve Lane. Several years ago, Steve was heading home from work when he was struck by a drunk driver while riding his scooter. He suffered a severe traumatic brain injury, and for a time his recovery was uncertain.
What ultimately carried him through were the people around him: his wife, his friends, and a community who showed up for him in ways big and small. But Stephen also experienced how support naturally fades over time, even though caregiving needs don’t.
our core question
How might we make it easy for someone who wants to support a cause or someone they care about… to do so in a sustainable, ongoing way, without writing a check?
The Problem
Generosity isn't without inconvenience. People want to help but:
1
Support fades over time
2
Giving costs money
3
Helping takes effort
The Idea
Earn cashback from your purchases and automatically support friends, family, or causes -- for free.
02 Research
I conducted 10 conversations to uncover what motivates people to give.
Research Insights
1
Convenience sparkles motivation
Most tools prioritize drills over dialogue. Learners crave confidence, not just correctness.
2
Transparency builds trust
Language isn't neutral. Many apps lack context around American systems, customs, or everyday norms, leaving learners unprepared.
3
Community drives consistency
People keep showing up when they feel part of something collective.
Translating Insights into Product Experience
Onboarding
Where users first find motivation and understand what Circles are.
The Portal
Which builds trust by showing progress and transparency.
The Extension
Which creates convenience, keeping support going automatically.
03 Onboarding: The Motivation
Sign Up Flows
Lorem ipsum…
Informational Modals
Lorem ipsum…
Visualizing value before action.
3-step modal with custom bold and simple visuals
Create a Circle Flow
Lorem ipsum…
Tufa Circle
A shared space where users can invite family or friends to contribute funds toward a goal
Prioritized minimal forms, clear UI cues, a guided flow, and a friendly layout.
04 The Portal: Building Trust
Sign Up Flows
Lorem ipsum…
Early Wireframing:
Portal v1
Portal v2
Pain Point
Inconsistent drop shadows
Pain Point
Poor padding
Pain Point
Inconsistent type hierarchy
Poor composition flow
Portal v2
Portal v3
Preet Singh • 2024 • Klaviyo Portfolio Review
Case study 1
8px
corner radius
Concentric circles
Strong composition
12 column grid
Portal v3
Portal v3:
Shop as usual and
activate your support.
+10% cashback
Activate deal
v2
Improvement
Brand colors as card backgrounds and softer shadows
Improvement
Custom banners for personality
Improvement
Tighter card spacing
Shop as usual and
activate your support.
+10% cashback
Activate deal
Account Page
Shop as usual and
activate your support.
+10% cashback
Activate deal
Withdrawal Page
Shop as usual and
activate your support.
+10% cashback
Activate deal
Circle Details Page
Shop as usual and
activate your support.
+10% cashback
Activate deal
Circle Activity
05 The Extension: Creating Convenience
The Extension
Shop as usual and
activate your support.
+10% cashback
Activate deal
v1
v2
Default
Expanded
Non-partner
24% increase in engagement
Active State and Widgets
06 The Design System and Other Visual Explorations
Tufa Design System
Color Palette
Typography
Montserrat
Inter
Flamingo
#E81A4A
Marine
#0D2857
Electric Blue
#189DC3
Wine
#720B23
Slate
#667085
Success
#1CB039
Warning
#DB8924
Error
#B31D1D
Base White
#FCFCFC
Base Black
#0b0a0a
Balancing trust and warmth
highly legible and approachable
modern and confident
The Design System
Designed with consistency and clarity in mind.
Defined all states and variants , tuned spacing, padding, and alignment, refined button hierarchy, and more!
The Design System
20+ Banners
Dynamic banners that surface key actions and retailer deals
15+ Email Newsletters
Launched in Klaviyo!
