# Obel

> An embedded design team for fintech and complex products

Most design dies beautiful. It looks good in the meeting and never reaches the product.

## What we do

We come into a product, from scratch or already live, and carry it to a working state: fintech, e-commerce, analytics, SaaS. The hard part starts once the mockup is done, when the solution has to work inside a real team, with its constraints, and be carried to the end. That part usually gets skipped. We take it on.

## Recognition

We have awards, but they're not the point for us. Growth numbers and awards say more about a product's stage and luck than about who built it. What matters more is that clients come back and keep working with us for years.

Awards: Site of the day, Awwwards, CSSDA, Clutch - top 10, 60+ awards.

## Publications

Good taste is real, it isn't different for everyone. Good design is simple and holds up for years. We don't take a brief at face value: first we find the real problem and often reframe it. And we bring one solution, not three to choose from: one person thought it through.

Written about in: Observe now, Global finance, The digital banker, The family office, Wo, GBFM, Fintech live, Mastercard, AIM WA, SME, WealthBriefing.

## Work

Over forty projects across eight fields. Behind each one, the same thing: understand the task, cut what's extra, and redo it until it's clear. Good design comes from redoing it. The more of the hard part we carry, the simpler it is for the user.

## Process

What a project leaves behind, step by step:

1. **Discovery.** Where the product is headed, what's in the way, and where the openings are.
2. **Validated assumptions.** Risks and weak spots surfaced and checked.
3. **Priorities and scope.** What we build and in what order, matched to the team's capacity.
4. **User flows and IA.** Screens, paths, and a clickable prototype.
5. **Final UI.** The finished interface with every state documented.
6. **Dev-ready handoff.** A design system and specs to build from without guessing.
7. **Measured impact.** What changed after launch.
8. **A reusable playbook.** A way of working the team carries on by itself.

## Contact

If you have a need that's still taking shape, a short call will sort it out faster than email.

[Pick a time](https://calendar.google.com/calendar/appointments/schedules/AcZssZ2cbQTr6gKYFyk6UIi9tyiwKMsWNlr7-SkDHU_ZDUGkuL8X8IrItxc4DGjAgWsHAgwIBTxERTWh) for the call on Google Calendar, or write to [hello@obel.ai](mailto:hello@obel.ai).

## More

- [Works](https://obel.ai/works.md): every project and its case study
- [Process](https://obel.ai/process.md): the eight steps of a project
- [About](https://obel.ai/about.md): who we are and how we work
- [Home](https://obel.ai/index.md)
- [Pick a time](https://calendar.google.com/calendar/appointments/schedules/AcZssZ2cbQTr6gKYFyk6UIi9tyiwKMsWNlr7-SkDHU_ZDUGkuL8X8IrItxc4DGjAgWsHAgwIBTxERTWh): book a call with Obel
- [hello@obel.ai](mailto:hello@obel.ai): to start a project