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Moon

Moon is a fintech company helping parents save money for their children’s future. It combines a life insurance plan, tailored to each parent(s) context, with a collaborative moneypot allowing friends and family to contribute occasionnally.It all started for me as a freelance 0 to 1 mission and eventually turned into a part-time founding designer job for almost two years. I helped Ugo & Maxime turn Moon from an idea into a live product and signup its first users. I led all the product design and branding decisions alongside Benjamin, a talented full-stack developer.

Founding Designer

Product Strategy

Product Design

Branding

Moon

Moon is a fintech company helping parents save money for their children’s future. It combines a life insurance plan, tailored to each parent(s) context, with a collaborative moneypot allowing friends and family to contribute occasionnally.It all started for me as a freelance 0 to 1 mission and eventually turned into a part-time founding designer job for almost two years. I helped Ugo & Maxime turn Moon from an idea into a live product and signup its first users. I led all the product design and branding decisions alongside Benjamin, a talented full-stack developer.

Founding Designer

Product Strategy

Product Design

Branding

Moon

Moon is a fintech company helping parents save money for their children’s future. It combines a life insurance plan, tailored to each parent(s) context, with a collaborative moneypot allowing friends and family to contribute occasionnally.It all started for me as a freelance 0 to 1 mission and eventually turned into a part-time founding designer job for almost two years. I helped Ugo & Maxime turn Moon from an idea into a live product and signup its first users. I led all the product design and branding decisions alongside Benjamin, a talented full-stack developer.

Founding Designer

Product Strategy

Product Design

Branding

3 highlights from building Moon

Grandma-Approved

One of the early prorities I identified when joining Moon was to make the product stand out in a saturated market. Our initial research revealed many valuable insights, one of which was that some parents were already involving family members in saving for their child’s future, mostly grandparents but sometimes also close friends, aunts or uncles. This idea stuck because we are investing money for babies or kids, so even small contributions can make big differences over such a long period of time. Most Moon accounts will remain open until children turn 18 or above and compound interests will accumulate over all these years so every penny counts. Also many people we met actually think that babies and young kids receive too many presents for birthdays and Christmas. They argue (and we agree) that it would be less materialistic and more impactful to chip in for their future once in a while.

3 highlights from building Moon

Grandma-Approved

One of the early prorities I identified when joining Moon was to make the product stand out in a saturated market. Our initial research revealed many valuable insights, one of which was that some parents were already involving family members in saving for their child’s future, mostly grandparents but sometimes also close friends, aunts or uncles. This idea stuck because we are investing money for babies or kids, so even small contributions can make big differences over such a long period of time. Most Moon accounts will remain open until children turn 18 or above and compound interests will accumulate over all these years so every penny counts. Also many people we met actually think that babies and young kids receive too many presents for birthdays and Christmas. They argue (and we agree) that it would be less materialistic and more impactful to chip in for their future once in a while.

3 highlights from building Moon

Grandma-Approved

One of the early prorities I identified when joining Moon was to make the product stand out in a saturated market. Our initial research revealed many valuable insights, one of which was that some parents were already involving family members in saving for their child’s future, mostly grandparents but sometimes also close friends, aunts or uncles. This idea stuck because we are investing money for babies or kids, so even small contributions can make big differences over such a long period of time. Most Moon accounts will remain open until children turn 18 or above and compound interests will accumulate over all these years so every penny counts. Also many people we met actually think that babies and young kids receive too many presents for birthdays and Christmas. They argue (and we agree) that it would be less materialistic and more impactful to chip in for their future once in a while.

With that in mind, we designed a moneypot feature that was:

  • Simple enough for less tech-savvy users. We especially had in mind older relatives who still tend to mistrust online payments and who master simple patterns

  • Reassuring, with a clear interface and human touch. The moneypot landing page can be illustrated with pictures and - very important - you can not share the link from the browser, you have to copy/paste it and send a message to share

  • Engaging, so it feels more personal than just paying a bill. For instance we simulate the long-term impact of each incremental euro added, and show you the difference between a one-time payment and a recurring contribution

A dead-simple minimalist account

One of the first decision was: no native mobile app. Moon is not something users need to check daily. On the contrary, its value lies in the peace of mind. Once your account is set up, transfers happen automatically, funds are invested according to your profile, and risk is gradually reduced as the target date approaches. You don’t have to worry about it. So the user dashboard just had to be effortless and minimalist, answering two core questions at a glance: How much is in the account? How well is it performing? No distractions.

A dead-simple minimalist account

One of the first decision was: no native mobile app. Moon is not something users need to check daily. On the contrary, its value lies in the peace of mind. Once your account is set up, transfers happen automatically, funds are invested according to your profile, and risk is gradually reduced as the target date approaches. You don’t have to worry about it. So the user dashboard just had to be effortless and minimalist, answering two core questions at a glance: How much is in the account? How well is it performing? No distractions.

A dead-simple minimalist account

One of the first decision was: no native mobile app. Moon is not something users need to check daily. On the contrary, its value lies in the peace of mind. Once your account is set up, transfers happen automatically, funds are invested according to your profile, and risk is gradually reduced as the target date approaches. You don’t have to worry about it. So the user dashboard just had to be effortless and minimalist, answering two core questions at a glance: How much is in the account? How well is it performing? No distractions.

A killer signup flow

Life insurance onboarding is notoriously heavy: it requires documents, identity checks, financial data about revenues and assets, profiling to evaluate your risk appetite and basic understanding of investment, and online signature. Potentially for both parents… When it comes to investing, it turns out most people are not in a hurry at all. It’s always on tomorrow's to-do list. So we focused heavily on making onboarding as smooth as possible, knowing this was the most critical step of the whole user journey, because once the contract is signed you don’t have much left to do. Here's what we built:

A killer signup flow

Life insurance onboarding is notoriously heavy: it requires documents, identity checks, financial data about revenues and assets, profiling to evaluate your risk appetite and basic understanding of investment, and online signature. Potentially for both parents… When it comes to investing, it turns out most people are not in a hurry at all. It’s always on tomorrow's to-do list. So we focused heavily on making onboarding as smooth as possible, knowing this was the most critical step of the whole user journey, because once the contract is signed you don’t have much left to do. Here's what we built:

A killer signup flow

Life insurance onboarding is notoriously heavy: it requires documents, identity checks, financial data about revenues and assets, profiling to evaluate your risk appetite and basic understanding of investment, and online signature. Potentially for both parents… When it comes to investing, it turns out most people are not in a hurry at all. It’s always on tomorrow's to-do list. So we focused heavily on making onboarding as smooth as possible, knowing this was the most critical step of the whole user journey, because once the contract is signed you don’t have much left to do. Here's what we built:

  • An effective hook: the simulation on the website is the main lead-magnet. I didn’t wan’t to ask for an email at first (because I hate it when products do that) but we eventually did this : your results appear for a few seconds, then you have to share your email in order to receive the results or play again with the sliders.

  • A three-clicks activation flow: users can access their customer space before committing or signing anything, potentially in three clicks with Google sign-on.

  • Contextual guidance along the way: we helped parents choose the right setup based on their situation : are you a single parent? Will your total investment be over €100k? These questions (and many others) must be considered at signup.

  • Smart form: we ask for documents first so we can pre-fill most inputs with OCR, also we always show you what remains to be done but we reveal sub-steps on-the-go to make it less discouraging because, let’s be honest: you don’t want to be on page 1/53

After few iterations and user tests in production (we did the first signups live with friends and family early adopters), we reached an 90% completion rate, meaning 9 out of 10 users who started the signup process made it to the final screen, ready to receive and sign their contract. Average time spent was about 5min (if they had their docs ready).

After few iterations and user tests in production (we did the first signups live with friends and family early adopters), we reached an 90% completion rate, meaning 9 out of 10 users who started the signup process made it to the final screen, ready to receive and sign their contract. Average time spent was about 5min (if they had their docs ready).

After few iterations and user tests in production (we did the first signups live with friends and family early adopters), we reached an 90% completion rate, meaning 9 out of 10 users who started the signup process made it to the final screen, ready to receive and sign their contract. Average time spent was about 5min (if they had their docs ready).

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Copyright Maxime Lemoine © 2025

Created in Lyon

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Copyright Maxime Lemoine © 2025

Created in Lyon

Linkedin

Instagram

Contact

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Copyright Maxime Lemoine © 2025

Created in Lyon

Linkedin

Instagram

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