The problem
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In Colombia, only 2 out of every 10 households have savings habits, and most of them put their money in a piggy bank or hide it under their mattress.
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Usually, families that don’t have saving habits are the most vulnerable to suffering calamities. In recent years, 60% of these families did not have enough savings to face their calamities.
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The main reasons for the lack of savings with financial entities are the difficult access to the system, the few interests that the entities recognize for their money and the distrust of losing it because they feel it is safer at home, but even at their place, they do not have effective savings systems or habits.
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This is a feature that tries to get the mattress from your bedroom to your phone. It was designed to help people to get better saving habits without taking them out of their cultural ways of doing or customs.
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With this feature you can hide your money and save what you have left over or what you want to spend just in case of emergencies.
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You can also protect your mattress from temptations by choosing how long you want it to be hidden; with a trivia game, so when you try to get the money you will be challenged with cultural questions and if you win you can lift your mattress and spend your money; or by asking a friend that you trust to take care of it.
The solution
My role
UR
User research: study of the savings habits of families and their understanding of a digital tool to do so.
UXR
User experience research: design and test of different prototypes to find the most important components the feature should have to empathize with users’ realities.
UX
User experience final design to have an MVP in production.
Design process
H
Hear
U
Understand
C
Co-create
D
Deliver
Initial survey
H
It was made to understand users' preferences and have enough arguments to direct and conduct the next stage of the research.
The question was related to 3 different ways to protect and manage their money savings. The winner answer was the one related to the way users use their mattress to hide their money for emergencies.
Benchmarking
The objective of this stage was to recognize other market offers that were solving similar problems and understand their value propositions to structure the one that was going to highlight this product.
U
Value Proposition Canvas
H
After reviewing what users had said through social media, communication channels, the data taken from past researches and the survey made to focus the evolution of this feature, i made a Value Proposition Canvas to understand what had to be design and resolved.
Brainstorming
As part of some intern co-design sessions, we did a brainstorming with other designers and developers to have a preview of the user journey and experience flows we had to start with to procede to do some testing.
As they told their ideas, each one was written on a post-it.
H - C
U
Focus Groups
The aim objective of the focus groups was to identify and measure the level of acceptance and understanding of the new feature.
I designed and conducted the methodology: In the beginning, we show the entire Nequi app to the users so they could give us their first impressions.
Then we provided a package of screens that corresponded to different actions from the journey of the experience. They organized them according to the steps that where logical and easier for them.
We tested 2 different flows and we gave each user a prototype so they could compare to what they had created and give as feedback to get to a final version of the experience.
Finally we gave the participants a question form to measure their satisfaction and recognize their emotions.
What we measured (Indicators)
1. User performance: based on what users did.
2. User usability perception: based on what users said.
3. Elements detected by observers: based on what observers saw.
1
Users declare that they don't have enough willpower. Therefore, they prefer to have their money completely blocked. By putting it on a "Mattress" they want to avoid lifting it, if it is not for a need or an emergency.
2
Users don't want to know explicitly the ways to get their money out of the "Mattress":
"That affects my mind" ... "if I have a piggy bank and I make a hollow, it will never be the same".
Some insights
U
3
Exclamations and onomatopoeias in the texts are very relevant to understand the meaning of the messages, especially when it comes to managing finances and products or services that in other entities are communicated very unclear.
4
Having a system into the experience that allows users to wait and question their use of money is a good tool to persuade them or help them verify their decision.
5
"The way to protect your money is by learning and getting some education"
Effort Matrix
U
Once the insights were analyzed, we put them on a effort matrix to pick which were the elements we had to take first to design a Minimum Viable Product (MVP)
The results
Wireframes
C-D
Here are some of the wireframes that came up after the analysis of the research and design process announced before.
Flow/Blueprint
Here is the visual diagram that explains how this product works, the processes and components that are linked to each other.
It shows the departments and stakeholders involved in the implementation and all the key data we collected.
D