Spark
Client
Dvara Money
Year
2018
Location
Bengaluru, India
ABOUT
A financial trust wanted to understand the savings structure in India, aiming to ensure every individual and every enterprise has complete access to financial services.
THE PROBLEM
The clients wanted to understand the various challenges individuals have when it comes to money. We conducted six-month-long research where we spoke to participants in six different parts of the nation, all from diverse backgrounds. The research led the team to conduct multiple in-depth workshops with the clients. Where the problem statement was coined. With this insight, we began the process of designing the solution.
The Design Process
Discover
Insights
Validate
Dream
We start by conducting research and understanding user behaviour. This is done with the help of tools. Then findings are synthesised to be worked on.
We co-create with the client to understand the problem areas, define the problem statement, build customer profiles, and outline core benefits.
At this stage, we build on all ideas. Rough wireframes and storyboards are created. Quick prototypes are tested internally for validation.
One design that worked best, the team creates a more visually appealing product so it can be validated as well as refined.
Discover
CUSTOMER RESEARCH
We conducted an in-depth research for a period of three months. Talking to individuals from diverse backgrounds, users that are skilled, semi skilled and low skilled. We travelled to four states in India, interacting and observing.
The team designed various games and tools to better under- stand user behaviour, trigger insightful stories and extract rich meaningful information liked to our research objectives. The tools helped break the ice and encourage them to share and converse with us.
KEY PATTERNS
The information was then broken-down using various tools to better comprehend and soon patterns emerged.
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Individuals intend to save/grow their money but feel alienated from the banking system across strata - due to perceived levels of low income and lack of knowledge
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Individuals believe that the roadmap to increasing their money is by creating multiple sources of income
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People want the perception of being in control of their finances but seek nudges for decision making
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People desire to invest in human capital by building skills or getting a better education to secure their future
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Loss aversion leading to a state of inertia and relinquish control to a known informal vs unknown formal
Insight
WORKSHOP
With the knowledge gained, we had multiple collaborative sessions and workshops with the clients. Where we pinpointed the problem areas and worded the problem statement.
The types of users were simplified into two different personas. One from a lower income group, and one from a student from a middle background. Both looking to save money to fund their goals.
PROBLEM STATEMENT
How might we help individuals make savings a habit?
LEARNING
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Advisors are not just an influencer channel. They will drive people to take action as well as continue the journey of financial growth.
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If we help people visualise their money they are stretching their means
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People will invest in an FD / SIP on the condition that the lock-in period is short; prefer none.
Dream
OUR DESIGNS
Through the collaborative workshops, we designed three solutions to motivate users to save money.
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Keep the Change where the user is encouraged to round off the amount he spends each time to the nearest multiples of five, and the change is diverted to the savings app.
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Track That wherein the app helps users keep track of their financial expenses and guide them in cutting expenses and aid in fulfilling their goals.
OUR LEARNINGS
We created paper prototypes and digitised prototypes with users, our learnings aided in the future steps.
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Work on building communities not just individuals for the community
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The content has to be more specific
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The screening process needs simplifying as too many options create confusion ​
INSIGHTS
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Resilient strategies in an approachable environment help create and stick to the plan
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The user will submit a plan recommended by someone who won’t benefit
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Engage with the individual even while not participating to foster confidence in his mind
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Financial confidence can be boosted by symbolic relationship
WIREFRAMES
Because a version of the product was tested by users, we had a head start on the project. With the MVP ready from the clients, we got the revised wireframes tested by a mixed set of users.
DESIGNED SCREENS
Post multiple rounds of back and forth based on user behaviour and the MVP for the product we designed the screens for the application.
BRANDING
Our clients decided to make this application a company of its own and rendered our help in designing its identity. This project was a fun process for the team, but a process of its own. Here are some steps of the journey. The content has to be more specific. The screening process needs simplifying as too many options create confusion. Introducing a chatbot during Onboarding to help the user with financial documents
ICON EXPLORATION
COLOUR EXPLORATION
SELECTED IDENTITY
​
The design had to represent a friend to help bring up another. Like that of a father, mother or guardian. The colours blend into each other such that the individual sees himself be- coming stronger by achieving his goals. To help build resilience, by making money work as hard as people do. In the continuous pursuit of financial inclusion. Also to cut out unnecessary noise and leverage technology to increase the client's reach and impact. The brand identity is a visual representation of strong relationships and continuous growth. It is suggestive of the support provided through the ups and downs faced in a person’s journey towards financial freedom.
Validate
Screenshots of user feedback from Google Playstore.
