UX DESIGN, UI DESIGN, RESEARCH
"GAMIFYING USER'S FINANCES TO HELP THEM SAVE MORE".
NOVA is an app with the goal of helping users to keep track of their money: how much they earn, spend, pay on bills and save; with the goal of saving more.
Through open banking, the app gets read-only access to the information of users' bank accounts while the A.I. categorizes and organizes that data to help users better understand how their money comes and goes.
I am half the design team at Nova
I joined NOVA as the only UX/UI designer with the main task of redesigning Cash Coach 1.0.
My other half was a UX researcher and together we led and supported the redesign and it's implementation, in terms of visuals and user-centricity.
What I have accomplished
I've grown tremendously since I joined, some key achievements of which I have listed below:
Implemented a design process. This has helped our team establish more structure to how we conduct our work and allow other teams to gain visibility across our upcoming sprints.
Improved usability across the platform. Almost no usability tests were conducted before dev handoff. Since we established a design team, together with the UX researcher we have been actively working towards conducting UX research and usability testing on all previous and new features.
Establishing a design kit. This has helped allow faster and consistent prototyping and testing leading to faster implementation.
Before Cash Coach even hired a product design team, an MVP of the app was released mostly based on the decisions of its 2 co-founders.
Even though this MPV already had a significant A.I. and back end established, it was created without much usability testing and had little consideration for the user needs that were trying to be addressed.
Give users control over their bills
Keep track of their spending
understand their inflows
Get in the habit of saving more
1. Sign-up &
The redesign consisted of two parts, one half was about the features and how well they solved user goals and the second half was visual, giving the app a new look.
Here I present the flows and screens that had the biggest significance at either increasing our user base and deliver more to our users.
A futuristic and modern look, balancing fun and the seriousness user's finances demands
The first challenge and one that would keep on testing the design was the visual style of the app.
The goal was to combine a futuristic feeling but grounding it with the expectations of users when it comes to banking and finances.
Sign-up was the initial bottleneck for the app's growth so it was a priority to optimize it as in the early stages of the app our user base was small and each drop out was a significant loss.
The initial onboarding was a chat based one. So the different steps would happen as a conversation going on with the A.I. This made it last longer than necesarry
THE SAVING OBJECTIVE
Users' goals are not about saving but spending
We found out that users don't save money just for the sake of it. In the end, saving always means spending, that is the reason people save, maybe for a month for a gift or 5 years for a house.
What we achieved
Improvement in D28 retention
Increase in weekly signups
SETTING THE OBJECTIVE
The new way to help users track their savings was by breaking the process in two:
Review Salary & Bills
Confirm your expected salary for this month
and the coming bills & subscriptions.
Knowing how much of the salary is left after bills, it's time to select how much saving.
The easiest and hardest way to save more is to.... spend less.
The goal of the app is to encourage people to save money. The most straightforward way of achieving that is by spending less. To achieve that it was key that our users would first, be able to track their finances, how their money comes and goes.
Let's track my....savings?
The initial way to track user's expenses was really confusing (to users and designers alike).
The initial intent was to break the selected saving goal into even weekly goals split into different categories. Then each week would be marked by success or failure.