Motivating users to gain financial knowledge using a behavioral science based, gamified reward system
Role
Lead Product Designer
Skills
UI/UX
User Research
Mobile Application
Brand Identity
Strategy
Timeline
Mar 2023 - Jun 2023
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Project Overview
Financial literacy is notably lower among Gen Z compared with Gen X, Gen Y, and baby boomers. Gen Z correctly answered only 41% of the P-Fin Index questions that assess financial literacy. Gen Z barely receives any financial education, yet they are expected to make big financial decisions.
I led the product direction to offer intensive financial content that combines easily digestible information, gamified content with an emphasis on a clean yet fun UI.
Current apps provide an overwhelming amount of information that was difficult to break down.
We compared key features with several popular personal finance apps like Zogo, Investmate, and Best Broker. These applications only provided a deep dive into the information through a paid subscription, and the free content brushed over technicals and only presented simple facts.
We conducted 32 user interviews in 2 weeks.
I spearheaded our in-person user interviews with participants who were undergraduates, graduate students, and working adults. These valuable insights guided the direction of our design.
100%
found navigating financial literacy overwhelming and confusing
93%
"didn't know where to start"
62%
struggled to find relevant financial guidance from reliable resources
Financially inexperienced users need a digestible breakdown of information to feel more confident and self-sustainable in personal finance decisions.
Using insights from our research and user interviews, we began brainstorming feature ideas.
My priority was creating seamless and clear user flows + keeping it fun.
I proposed a gamified approach tailored to users' skills and goals: a reward system where users earn coins during lessons to progress from a wood plank to a yacht, aiming to boost motivation and a sense of accomplishment. This approach provided a sense of accomplishment and motivation, easing the workload in financial literacy, and alleviating stress. All based on behavioral science!
While I was involved in designing every part of the app, here are my highlights.
Onboarding Sequence
. . .
Rewards
Goodbye to the boring, generic designs. Hello to graphics that keep it fun yet clean. All while keeping accessible through high color contrast, large touch targets, and colorblind-friendly elements.
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INSIGHTS 𓆞
ITERATIONS ARE GOOD…BUT I KNOW WHEN TO STOP
KNOWING WHEN TO ADAPT & DOING IT QUICKLY
"FUN" IS HARD