SmartAsset helps users answer life’s big financial decisions by asking only a minimum of questions, then displaying the results with an interactive visualization and information to help the user learn about the process. The challenge was helping regular people understand complex financial processes and decision making. A lot of effort was put into visualization and interaction to help add both flexibility and increase understanding.


It is one of the best done sites I’ve seen and I wish I had had this site when I purchased my house.

Robert Scoble

The SmartAsset homepage.


What is great about the site is its usability. It is simple, looks good and you don’t spend a second trying to figure out where to click

Thom Rogers,

How Much House Can I Afford?


By answering only six questions, SmartAsset can advise users on how much home they can afford if it is better to buy or rent, compare tax implications based on location and much more. Michael worked with users to understand their needs and how best to help they understand the decision making process in buying a home, ran usability tests, and provided design from wireframes to final.


Right from the homepage SmartAsset dazzles with its good looks. In fact, while I was using I couldn’t help but think that it looked like an interactive infographic.

Dean Sherwin,