Someday
Fintech platform to release your home equity
Someday
Fintech platform to release your home equity
Someday
Fintech platform to release your home equity
As a product designer and design system lead at Someday I helped build a multi experience Fintech platform from the ground up. Through multiple company pivots and brand evolutions I helped create key experiences for customers, financial advisors and back office agents.
Client
Someday
Type
Employed
Year
2020 - 2024
Deliverables
0→1
Product Design
Design System
Web Design
Brand Translation
Prototyping
AI
As a product designer and design system lead at Someday I helped build a multi experience Fintech platform from the ground up. Through multiple company pivots and brand evolutions I helped create key experiences for customers, financial advisors and back office agents.
Client
Someday
Type
Employed
Year
2020 - 2024
Deliverables
0→1
Product Design
Design System
Web Design
Brand Translation
Prototyping
AI
As a product designer and design system lead at Someday I helped build a multi experience Fintech platform from the ground up. Through multiple company pivots and brand evolutions I helped create key experiences for customers, financial advisors and back office agents.
Client
Someday
Type
Employed
Year
2020 - 2024
Deliverables
0→1
Product Design
Design System
Web Design
Brand Translation
Prototyping
AI
Introduction
As a homeowner much of your wealth is locked up in your home as equity. For some this could mean renovating your home, retiring early, or travelling the world is out of reach. At Someday our mission was to make it possible for homeowners to access their home equity, without having to sell their home, creating more financial space and bringing possibilities within reach.
Introduction
As a homeowner much of your wealth is locked up in your home as equity. For some this could mean renovating your home, retiring early, or travelling the world is out of reach. At Someday our mission was to make it possible for homeowners to access their home equity, without having to sell their home, creating more financial space and bringing possibilities within reach.
Introduction
As a homeowner much of your wealth is locked up in your home as equity. For some this could mean renovating your home, retiring early, or travelling the world is out of reach. At Someday our mission was to make it possible for homeowners to access their home equity, without having to sell their home, creating more financial space and bringing possibilities within reach.
Challenge
To achieve our vision we needed to create a new financial product that would allow homeowners to access a portion of their home equity by essentially selling off that portion to an investor, the investor being a partnering bank or pension fund, with Someday acting as the intermediary platform between the two.
Challenge
To achieve our vision we needed to create a new financial product that would allow homeowners to access a portion of their home equity by essentially selling off that portion to an investor, the investor being a partnering bank or pension fund, with Someday acting as the intermediary platform between the two.
Challenge
To achieve our vision we needed to create a new financial product that would allow homeowners to access a portion of their home equity by essentially selling off that portion to an investor, the investor being a partnering bank or pension fund, with Someday acting as the intermediary platform between the two.
Product development
In the early days of product development it was still unclear exactly how everything would work. As the details and inner workings of the product were still being explored we were confident that there would be three main phases within the process: Pre-Qualification, Unlock your equity, and Withdraw your equity.
Product development
In the early days of product development it was still unclear exactly how everything would work. As the details and inner workings of the product were still being explored we were confident that there would be three main phases within the process: Pre-Qualification, Unlock your equity, and Withdraw your equity.
Product development
In the early days of product development it was still unclear exactly how everything would work. As the details and inner workings of the product were still being explored we were confident that there would be three main phases within the process: Pre-Qualification, Unlock your equity, and Withdraw your equity.
Pre-Qualification
The pre-qualification flow offered a way for users to quickly find out if they qualified and calculate an estimate of how much equity they could unlock while generating leads for Someday. The information about the user was collected locally and used for future account creation.
Once the pre-qualification flow was completed a custom landing page highlighted the maximum unlock-able equity amount with the option to make an appointment with a Someday advisor to discuss the product opportunity further.
Pre-Qualification
The pre-qualification flow offered a way for users to quickly find out if they qualified and calculate an estimate of how much equity they could unlock while generating leads for Someday. The information about the user was collected locally and used for future account creation.
Once the pre-qualification flow was completed a custom landing page highlighted the maximum unlock-able equity amount with the option to make an appointment with a Someday advisor to discuss the product opportunity further.
Pre-Qualification
The pre-qualification flow offered a way for users to quickly find out if they qualified and calculate an estimate of how much equity they could unlock while generating leads for Someday. The information about the user was collected locally and used for future account creation.
Once the pre-qualification flow was completed a custom landing page highlighted the maximum unlock-able equity amount with the option to make an appointment with a Someday advisor to discuss the product opportunity further.
Unlock your equity
If a homeowner wanted to continue with the process they would create an account and go through the multiple step process of adding required information, documented, etc to officially qualify and unlock their home equity.
As a member of the product team I needed to create a robust process by which there could be steps, and sub-steps within each step, which we called ‘Tasks’, that users could complete themselves. We needed to allow for tasks within a step to be completed both in order and out of order, and support the ability to submit information for approval and be able to correct and re-submit if needed.
Unlock your equity
If a homeowner wanted to continue with the process they would create an account and go through the multiple step process of adding required information, documented, etc to officially qualify and unlock their home equity.
As a member of the product team I needed to create a robust process by which there could be steps, and sub-steps within each step, which we called ‘Tasks’, that users could complete themselves. We needed to allow for tasks within a step to be completed both in order and out of order, and support the ability to submit information for approval and be able to correct and re-submit if needed.
Unlock your equity
If a homeowner wanted to continue with the process they would create an account and go through the multiple step process of adding required information, documented, etc to officially qualify and unlock their home equity.
As a member of the product team I needed to create a robust process by which there could be steps, and sub-steps within each step, which we called ‘Tasks’, that users could complete themselves. We needed to allow for tasks within a step to be completed both in order and out of order, and support the ability to submit information for approval and be able to correct and re-submit if needed.
Withdraw your equity
At this stage the homeowner has unlocked their home equity and is able to withdraw funds as needed, up to their approved amount.
Withdraw your equity
At this stage the homeowner has unlocked their home equity and is able to withdraw funds as needed, up to their approved amount.
Withdraw your equity
At this stage the homeowner has unlocked their home equity and is able to withdraw funds as needed, up to their approved amount.
Design System
Starting from zero provided an opportunity to create a robust foundation from which the Someday platform could scale. As Design System Lead together with Frank Elbert, Head of Design, we developed a system that extended beyond Figma, utilising Storybook to create interactive documentation and a repository of working, usable components as a source of truth for both designers and developers. This enabled the engineering team to implement consistent and reusable elements across products, ensuring design accuracy, scalability, and faster delivery.
Design System
Starting from zero provided an opportunity to create a robust foundation from which the Someday platform could scale. As Design System Lead together with Frank Elbert, Head of Design, we developed a system that extended beyond Figma, utilising Storybook to create interactive documentation and a repository of working, usable components as a source of truth for both designers and developers. This enabled the engineering team to implement consistent and reusable elements across products, ensuring design accuracy, scalability, and faster delivery.
Design System
Starting from zero provided an opportunity to create a robust foundation from which the Someday platform could scale. As Design System Lead together with Frank Elbert, Head of Design, we developed a system that extended beyond Figma, utilising Storybook to create interactive documentation and a repository of working, usable components as a source of truth for both designers and developers. This enabled the engineering team to implement consistent and reusable elements across products, ensuring design accuracy, scalability, and faster delivery.
Design Tokens
Utilising design tokens within the design system for colours, typography, spacing, elevation, and more made managing changes, white labelling, and theming fast and simple. This was proven true multiple times when we made several rebrands and added a new sub-brand.
Design Tokens
Utilising design tokens within the design system for colours, typography, spacing, elevation, and more made managing changes, white labelling, and theming fast and simple. This was proven true multiple times when we made several rebrands and added a new sub-brand.
Design Tokens
Utilising design tokens within the design system for colours, typography, spacing, elevation, and more made managing changes, white labelling, and theming fast and simple. This was proven true multiple times when we made several rebrands and added a new sub-brand.
Documentation & Handoff
Each component was documented extensively within Figma, taking into consideration anatomy, states, measurements, breakpoints, behaviours, and even prototypes for developer handoff.
Documentation & Handoff
Each component was documented extensively within Figma, taking into consideration anatomy, states, measurements, breakpoints, behaviours, and even prototypes for developer handoff.
Documentation & Handoff
Each component was documented extensively within Figma, taking into consideration anatomy, states, measurements, breakpoints, behaviours, and even prototypes for developer handoff.
QA (quality assurance)
Once a component, pattern, or flow was implemented and added to Storybook I was responsible for QA (Quality Assurance) to make sure it was implemented correctly. Sometimes there were several rounds, during which the developers might ask questions or highlight a possible edge case that may have been missed. This feedback loop helped ensure high quality.
QA (quality assurance)
Once a component, pattern, or flow was implemented and added to Storybook I was responsible for QA (Quality Assurance) to make sure it was implemented correctly. Sometimes there were several rounds, during which the developers might ask questions or highlight a possible edge case that may have been missed. This feedback loop helped ensure high quality.
QA (quality assurance)
Once a component, pattern, or flow was implemented and added to Storybook I was responsible for QA (Quality Assurance) to make sure it was implemented correctly. Sometimes there were several rounds, during which the developers might ask questions or highlight a possible edge case that may have been missed. This feedback loop helped ensure high quality.
“
Using a design system allowed us to update Someday’s visual identity quickly and consistently. New front-end developers onboarded quickly, and adding components was straightforward and efficient.”
Pim Bruijnes, Senior Frontend Developer – Someday
“
Using a design system allowed us to update Someday’s visual identity quickly and consistently. New front-end developers onboarded quickly, and adding components was straightforward and efficient.”
Pim Bruijnes, Senior Frontend Developer – Someday
“
Using a design system allowed us to update Someday’s visual identity quickly and consistently. New front-end developers onboarded quickly, and adding components was straightforward and efficient.”
Pim Bruijnes, Senior Frontend Developer – Someday
Branding
External design agency ACHTUNG!, now Denstu Creative, worked closely with key stakeholders at Someday to develop a brand strategy and identity that captured our values. I provided feedback and helped evolve and extend the branding from a few key screens to the entire platform.
Branding
External design agency ACHTUNG!, now Denstu Creative, worked closely with key stakeholders at Someday to develop a brand strategy and identity that captured our values. I provided feedback and helped evolve and extend the branding from a few key screens to the entire platform.
Branding
External design agency ACHTUNG!, now Denstu Creative, worked closely with key stakeholders at Someday to develop a brand strategy and identity that captured our values. I provided feedback and helped evolve and extend the branding from a few key screens to the entire platform.
Colours & Typography
Brand colours and typography were defined in the deliverables but needed to be refined. One of the proposed fonts did not display numbers very well, so a new font was proposed instead and the colour scales needed to be extended to match the primitive colour tokens.
Colours & Typography
Brand colours and typography were defined in the deliverables but needed to be refined. One of the proposed fonts did not display numbers very well, so a new font was proposed instead and the colour scales needed to be extended to match the primitive colour tokens.
Colours & Typography
Brand colours and typography were defined in the deliverables but needed to be refined. One of the proposed fonts did not display numbers very well, so a new font was proposed instead and the colour scales needed to be extended to match the primitive colour tokens.
Illustrations
I created additional illustrations that aligned with the delivered brand style. Using a pen tool plugin we created a custom stroke to replicate the ragged line style from the deliverables.
Illustrations
I created additional illustrations that aligned with the delivered brand style. Using a pen tool plugin we created a custom stroke to replicate the ragged line style from the deliverables.
Illustrations
I created additional illustrations that aligned with the delivered brand style. Using a pen tool plugin we created a custom stroke to replicate the ragged line style from the deliverables.
Product Vision
Working closely with the CEO, PM, and PO we explored and defined the future product vision of Someday. I created lo-fi prototypes of onboarding flows and dashboard interfaces as we explored features, products, and how AI could be integrated. This created alignment among key stakeholders and ultimately provided a road map and inspiration for the team.
Product Vision
Working closely with the CEO, PM, and PO we explored and defined the future product vision of Someday. I created lo-fi prototypes of onboarding flows and dashboard interfaces as we explored features, products, and how AI could be integrated. This created alignment among key stakeholders and ultimately provided a road map and inspiration for the team.
Product Vision
Working closely with the CEO, PM, and PO we explored and defined the future product vision of Someday. I created lo-fi prototypes of onboarding flows and dashboard interfaces as we explored features, products, and how AI could be integrated. This created alignment among key stakeholders and ultimately provided a road map and inspiration for the team.
© 2026
hello@seanlangedijk.com
© 2026
hello@seanlangedijk.com
© 2026
hello@seanlangedijk.com