Meet Cloris Cai, Product Designer at SoFi who began her career journey as an intern with the member team. Throughout her time at SoFi, Cloris has contributed to various features on the SoFi app, from foundational systems to member-facing tools like the in-app chatbot and innovations in Relay. Collaboration is central to her work, partnering with researchers, writers, product managers, and engineers to create impactful user experiences. We sat down with Cloris to learn how she uses her background in cognitive science and architectural studies to shape her approach to design and her thoughts on the future of product design relative to AI.
What would you say sets SoFi's approach to product design apart in the FinTech space, particularly in terms of innovation?
Cloris: At SoFi, we don’t confine ourselves to traditional solutions or narrow product scopes. Because we offer a broad suite of financial tools, from borrowing and saving to spending and investing, we’re in a unique position to help members tackle complex financial goals in a more holistic way. Our design approach is grounded in that broader perspective: how can we help members make meaningful progress across multiple areas of their financial life–not just one. This opens up a lot of room for innovation and cross-functional design.
Can you share an example of a time SoFi's product design team challenged a conventional approach in the financial industry?
Cloris: One thing I’ve consistently seen at SoFi is a willingness to rethink how financial guidance is delivered, especially in moments that traditionally feel overwhelming or impersonal. Instead of leaning on static dashboards or dense explanations, our design team often explores more conversational and contextual approaches that meet members where they are in their financial journey.
Within the member experience, our approach involves embedding guidance directly into the product. This could mean providing smart insights derived from a user's cash flow or offering support for significant financial decisions like debt management or home buying. Instead of expecting members to inherently know the best course of action, we prioritize clarifying the why behind financial steps and how members can take action in a way that feels approachable and supported. It’s that blend of education, personalization, and empowerment that sets SoFi apart—and it’s something our design team continuously pushes for.
How does SoFi ensure its product design remains deeply member-centric and how does this approach contribute to collaboration?
Cloris: At SoFi, user research isn’t just a support function, it’s a driving force behind how we build. Our UX research partners are deeply embedded in the product development process, ensuring the member voice is present from discovery through launch. Through interviews, surveys, focus groups, and concept testing, they help uncover real needs and behaviors that directly shape design and product direction.
What stands out to me is how much product and business leads in the organization genuinely value research insights. Findings are shared early and often, and they directly influence prioritization and strategy. We even bring members into our San Francisco office to review in-progress designs, and the feedback we get directly impacts our way of thinking.
This culture of learning extends beyond formal studies: feedback is continuously gathered and acted on. From dedicated feedback channels to monthly listening sessions, teams across product, design, engineering, business, and data are engaged throughout the design process. That shared commitment ensures we’re not just building features; we’re creating thoughtful, relevant solutions grounded in real member experiences.
How does SoFi empower its product designers to think creatively and contribute to transformative solutions?
Cloris: Finance is inherently complex, which makes designing effective financial solutions both challenging and exciting. As someone who joined SoFi right after college, there were many financial topics—like homebuying—that I hadn’t personally experienced yet. Tackling those projects requires not just design skills, but a deep understanding of the financial domain.
What really empowers me at SoFi is the highly collaborative design culture. Our team creates space for knowledge-sharing through workshops, internal design critiques, and cross-functional reviews. We’re also encouraged to seek out subject-matter expertise—whether that’s learning from product partners, reviewing member feedback, or speaking directly with our in-house CFPs (Certified Financial Planners) to understand how they guide members through financial decisions.
This kind of open, supportive environment makes it easier for designers to gain the context we need, ask better questions, and ultimately create more member-centered solutions.
Talk about one of your favorite projects you’ve been part of at SoFi and some of your personal philosophies that guide your approach to product design innovation?
Cloris: One of my favorite projects at SoFi has been working on a feature designed to help members make better use of the cash they already have. It focuses on identifying when someone has excess cash sitting idle and guiding them to take action like paying down debt, saving for a specific goal, or investing for the future.
What I loved most about this project was how it brought together multiple parts of SoFi’s ecosystem and challenged us to think holistically about someone’s financial life. From a design perspective, the core challenge was surfacing insights in a way that’s timely, clear, and supportive—without overwhelming the member. We wanted to respect their autonomy while also making it easy to take confident next steps.
This project truly resonated with me on a personal level. As someone early in my career, still working to build a solid financial ground and navigate key money decisions without a dedicated advisor, I saw firsthand how valuable a tool like this could be. It helps people like me think more intentionally about their finances and take meaningful steps toward future goals without needing to be an expert. That feeling of confidence and empowerment is what I strive to create through every product experience I design.
What excites you most about the future of product design at SoFi?
Cloris: What excites me most is the potential to harness emerging technologies, especially AI, to make financial guidance more personalized, proactive, and accessible. SoFi already has a powerful ecosystem that supports members across all aspects of their financial lives, and with AI, we have the opportunity to connect those pieces in smarter, more dynamic ways.
I’m excited about designing experiences that not only respond to a member’s needs, but anticipate them, offering timely nudges, simplifying complex decisions, and helping people take confident action with less friction. Whether it’s using AI to compare financial options based on a member’s unique situation, or meeting them at key moments of need, the possibilities are wide-reaching. As these technologies continue to evolve, I believe designers at SoFi have both an opportunity and a responsibility to shape how they’re used, to empower members and set a thoughtful, human-centered standard for the industry.
