Finetech

Finetech

Finetech

Finetech

Product Design

Product Design

Product Design

Product Design

Branding

Branding

Branding

Branding

2022

2022

2022

2022

breeze

breeze

My Role

UI /UX Design, Branding

Industry

Finetech

Duration

6 weeks

Challenge

Challenge

Challenge

Research indicates that the FIRE (Financial Independence, Retire Early) community lacks comprehensive knowledge about achieving their financial goals. They require enhanced guidance on managing their financial resources during their long-term financial journey. Specifically, many members feel overwhelmed and are unsure of how to break down their goals, leading some to abandon the journey or experience feelings of isolation.

Solution

Solution

Solution

Breeze utilizes positive psychology to assist emerging adults in concentrating on their financial goals and better understanding their journey's approach. Based on my user research, this is one of the most crucial financial concepts to grasp. My application motivates users to value daily efforts towards their grand aspirations, offers actionable and tailored insights based on individual goals, and aids in preventing users from abandoning their journey due to negative emotions.

85%

Usability

87%

User Satification

10

User Studies

Questionary

01

Basic Info

Gender/Age/Career/Income

User Feature:

Aged 25-35, 40% earning over $100k/year, gender ratio of 1:1, over 60% employed in the tech industry, based in Silicon Valley.

Behaviors

Actions/Hobbits/Preferences/Scenario

Potential:

Over 80% of users have been exposed to FIRE-related software through various channels, and nearly half have experience searching for or exploring FIRE software.

Attitude

Satisfaction/Needs/Attitude/Attributes

UX issue:

70%+ users unsatisfied with finance products/platforms

Attitude:

Majority seeks FIRE-focused features in new finance apps.

Purpose

Expectations/Needs/Solutions

Painpoint:

80%+ users seek a streamlined, active community, and psychologically soothing FIRE-targeted financial app with improved UX.

Collect user data on demographics, behavior, attitudes, and goals through surveys. Sample size: 80 respondents. To view the questionnaire, click the link: https://blocksurvey.io/survey/p/babdba61-6f4a-4b02-a96c-89499209aa10/r/o

Questionary

01

Basic Info

Gender/Age/Career/Income

User Feature:

Aged 25-35, 40% earning over $100k/year, gender ratio of 1:1, over 60% employed in the tech industry, based in Silicon Valley.

Behaviors

Actions/Hobbits/Preferences/Scenario

Potential:

Over 80% of users have been exposed to FIRE-related software through various channels, and nearly half have experience searching for or exploring FIRE software.

Attitude

Satisfaction/Needs/Attitude/Attributes

UX issue:

70%+ users unsatisfied with finance products/platforms

Attitude:

Majority seeks FIRE-focused features in new finance apps.

Purpose

Expectations/Needs/Solutions

Painpoint:

80%+ users seek a streamlined, active community, and psychologically soothing FIRE-targeted financial app with improved UX.

Collect user data on demographics, behavior, attitudes, and goals through surveys. Sample size: 80 respondents. To view the questionnaire, click the link: https://blocksurvey.io/survey/p/babdba61-6f4a-4b02-a96c-89499209aa10/r/o

Questionary

01

Basic Info

Gender/Age/Career/Income

User Feature:

Aged 25-35, 40% earning over $100k/year, gender ratio of 1:1, over 60% employed in the tech industry, based in Silicon Valley.

Behaviors

Actions/Hobbits/Preferences/Scenario

Potential:

Over 80% of users have been exposed to FIRE-related software through various channels, and nearly half have experience searching for or exploring FIRE software.

Attitude

Satisfaction/Needs/Attitude/Attributes

UX issue:

70%+ users unsatisfied with finance products/platforms

Attitude:

Majority seeks FIRE-focused features in new finance apps.

Purpose

Expectations/Needs/Solutions

Painpoint:

80%+ users seek a streamlined, active community, and psychologically soothing FIRE-targeted financial app with improved UX.

Collect user data on demographics, behavior, attitudes, and goals through surveys. Sample size: 80 respondents. To view the questionnaire, click the link: https://blocksurvey.io/survey/p/babdba61-6f4a-4b02-a96c-89499209aa10/r/o

User Interview

02

Goal

Identify user needs and uncover pain points

Questions

1

Name

2

Age

3

Career

4

Income

Product usability issues (open-ended response)

Product usability issues

Product usability issues

1

What is your preferred personal finance app?

2

When do you use mobile investment apps?

3

Frequency/duration of financial app use per week? Reasons for choosing mobile apps?

4

Used financial/wealth management apps before? Impressions?

5

Inconveniences faced while using financial apps? Solutions?

6

Have you used Topia for FIRE financial planning? If so, how frequently do you use it?

7

Describe last use of Topia. Thoughts and feelings about the experience?"

8

Topia membership purchase history? Reasons and timing?

9

What’s your worst Topia experience?

10

What aspects of Topia's software do you think need improvement, specifically?

11

Have you used Topia to track and monitor your FIRE progress? How was the experience?

……

User research with interviews for ages 25-35, online/offline methods, 6 males & 4 females, phone recordings & in-person talks, capturing experiences & needs for precise segmentation.

Problems

03

Too many colors causing distraction and difficulty finding core functions

Painpoint

Homepage lacks achievement sense after accumulation

Simplistic homepage lacks task rewards, poor user experience

Bottom-located common functions cause accidental clicks

Overemphasized core functions cause distraction, poor experience.

Lacks community and articles, hindering beginner learning and goal achievement

Painpoint

Coach view redirects to webpage, inconvenient comparison

Low page efficiency, difficult to differentiate coach pros and cons.

Require separate scheduling and interface switching.

Separate learning and recording areas hinder user engagement.

Easy and continuous recording important, but Topia has poor user retention.

Painpoint

Lack of shareability reduces sense of accomplishment.

No task breakdown, poor user experience

Manual data entry for finances is frustrating, discouraging.

Complex accounting process reduces user motivation to record.

Weak app-to-reality connection perception leads to low coaching service purchase willingness.

Painpoint

No app recognition, no life improvement

App lacks emotional value and necessity.

Users trust bloggers on other platforms more.

No community links beyond workshops, reduces engagement.

User Personas

04

Our users are finance enthusiasts seeking an easy path to FIRE, passionate about financial freedom and work-life balance. They want a simple way to track progress, learn investment skills, connect with like-minded people, and boost their FIRE savings.

Our users are finance enthusiasts seeking an easy path to FIRE, passionate about financial freedom and work-life balance. They want a simple way to track progress, learn investment skills, connect with like-minded people, and boost their FIRE savings.

Our users are finance enthusiasts seeking an easy path to FIRE, passionate about financial freedom and work-life balance. They want a simple way to track progress, learn investment skills, connect with like-minded people, and boost their FIRE savings.

Age: 25-35

Age: 25-35

Gender: Male or Female

Gender: Male or Female

Occupation: IT person or freelancer

Occupation: IT person or freelancer

Tech savviness: Comfortable using technology

Tech savviness: Comfortable using technology

Tech savviness: Comfortable using technology

Goal: Share, earn and feel good, FIRE with one-tap

Goal: Share, earn and feel good, FIRE with one-tap

User Journey

05

Daily mindfulness encouragement for anxious investors and increased their stickiness.

Opportunity#01

#01

Visualize Affirmation

User Goal

Emotionally stabilizing for vision tracking.

Behavior

Browse/Filter/Confirm

Painpoint

Don't have a clear vision, anxious investment.

Don't have a clear vision, anxious investment.

Newbie-friendly auto-follow for effortless recurring investments.

Newbie-friendly auto-follow for effortless recurring investments.

Opportunity#02

#02

Auto-investing

User Goal

Reduce friction, easy investing.

Behavior

Search/Add plan/ Compare plan

Painpoint

Trustful plans, easy to follow guide

User Goal

Highly engagement Long-term saving

Behavior

Identify plan type/set/save/earn rewards.

Painpoint

Less user involvement and motivation

#03

SavingsPlan

Opportunity#03

Simple page actions for immersion; Daily affirmation updates for emotional gratification

User Goal

Network, get support

Behavior

Write/Post/Read.

Painpoint

Junk info, less response

#04

Community

Opportunity#04

User-generated account images for communication and discussion.

Design Guide

07

Brand Voice

Based on user research, the primary target audience is aged between 18-35, with the highest proportion being 25-30 years old. The majority of users are male, predominantly highly educated Silicon Valley male programmers working in the tech industry. The user base in the United States is primarily concentrated in tech-heavy regions, such as California. Therefore, for the product's color scheme, we incorporated trendy elements by selecting images based on product positioning and target keywords. We chose blue as the primary color to represent the tech industry and youthfulness, with red as an accent color. Blue conveys a sense of calmness, technology, and authority while also promoting relaxation and comfort. Green symbolizes rising stock prices, stimulating visual retention. These two colors help users immerse themselves in the flow of using the product.

Color

Blue is the color of wisdom. Combination of green ( wealth, UX)&red ( proactive, UI)

Typography

Utilize sans-serif Poppins as the main font. For hierarchy and decision-making, contrast text with weight, size, and color. Maintain a minimum 2pt font size difference.

Primary Keywords

Brand Keyword

Product Position

Simple/Social/Joy

User Interview

Immersive/Relaxed/Easy

Data Analysis

Initiative/Tenacity/

Productive

Keywords

Social

Social

Relaxed

Relaxed

Tenacity

Tenacity

Free Association

Free Association

Relaxed

Blossom/Sky/Diving

Blossom

Sky

Diving

Social

Social

Bonfire/Dance/Walking

Bonfire

Dance

Walking

Tenacity

Pine/Tree Root/Moss

Pine

Tree

Root

Moss

Mood Board

#94D7FB

Primary color

#F77C7C

Accent color

#7CF7A6

Secondary color

Card Design

Card Design

Personalization

Personalization

UI Style

Glassmorphism

Glassmorphism

Emotional Design

Emotional Design

Minimalism

Minimalism

UI Style

Poppins

Aa Bb Cc Dd 1234

Aa Bb Cc Dd 1234

#F77C7C

#7CF7A6

#94D7FB

Social-Red

Tenacity-Green

Relaxed-Blue

Brand Voice

Based on user research, the primary target audience is aged between 18-35, with the highest proportion being 25-30 years old. The majority of users are male, predominantly highly educated Silicon Valley male programmers working in the tech industry. The user base in the United States is primarily concentrated in tech-heavy regions, such as California. Therefore, for the product's color scheme, we incorporated trendy elements by selecting images based on product positioning and target keywords. We chose blue as the primary color to represent the tech industry and youthfulness, with red as an accent color. Blue conveys a sense of calmness, technology, and authority while also promoting relaxation and comfort. Green symbolizes rising stock prices, stimulating visual retention. These two colors help users immerse themselves in the flow of using the product.

Color

Blue is the color of wisdom. Combination of green ( wealth, UX)&red ( proactive, UI)

Typography

Utilize sans-serif Poppins as the main font. For hierarchy and decision-making, contrast text with weight, size, and color. Maintain a minimum 2pt font size difference.

Mood Board

#94D7FB

Primary color

#F77C7C

Accent color

#7CF7A6

Secondary color

Primary color

Extension color

#94D7FB

Poppins

Size: 34 32 30 28 24 20

Style: Normal Bold Italic

Aa

Poppins

Aa Bb Cc Dd 1234

Aa Bb Cc Dd 1234

#F77C7C

#7CF7A6

#94D7FB

Social-Red

Tenacity-Green

Relaxed-Blue

#1 Visualize Affirmation

04

Visualize Affirmation

#1 Visualize Affirmation

Based on Emotional Design

“ I want to bring the FIRE to life from action to reality!”

How?

Address three levels of cognitive responses to fll users’ demands.

Reflective

Behavioral

Visceral

Why?

Memories are more likely to form around emotional experiences than indifferent ones. When a product manages to trigger a powerful, pleasant emotional reaction, it increases its chances of being remembered and revisited by users.

Proposal

Vision panels and confirmations are a remarkable resource for individuals to craft a concentrated perspective and initiate the actual process of manifestation.

User Demand

Users ask for a calm and confident FIRE journey in the fluctuating and anxious investment market.

Solution

By introducing daily self-affirmation features, users can derive a positive and uplifting experience from the power of affirmation.

Daily affirmation

User Demand

Users long for finishing and manifest their long term financial plan in a easy way.

Solution

Incorporating customizable dream boards(vision board) that enable users to be inspired by their own goals.

Vision board

The Nobel of FIRE Released New

Protected savings and investment plans

Today

Hi, Claudia

I know I could travel the world with my effort.

Visualize your goal

Gut interaction Design

Swipe to get daily affirmation

Personalize the affirmation for different users based on their preference

Homepage

I know I could travel the world with my effort.

Aesthetic wallpaper

With the right tone to inspire or accommodate calm emotion

Create a calming experience.

Evokes positive emotions for Usability and Satisfaction 

View affirmation

Today

Hi, Claudia

I know I could travel the world with my effort.

The Nobel of FIRE Released New

Protected savings and investment plans

More

Add new affrimation

Choose your dreamboard

Customize copy

Customize wallpaper

Customize

User pick their personal vision board as the wallpaper

Personalize the experience for different users.

Customize

Result in

The affirmation and vision board features are designed to promote mental well-being. Its simple and clean interface, soothing color palette, and easy-to-follow swipe interaction create a calming experience. The interface design helps reduce stress and anxiety, which positively impacts users' mental health and their financial performance.

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