Design Brand Assets
Hektor was introduced to give millennials an effortless tool to save without big commitments but building on existing behaviour around money matters.
I lead the design process and testing.
Users are anxious about the way they spend and want to have control of their money matters.
The value and benefits of savings is too delayed, there’s no instant reward for the effort of saving which makes it hard to stick to and achieve.
Existing savings products are too rigid and require too much commitment.
To simplify the onboarding process and educate the users on the functionality of the app.
To identify the method on how the users are customising their savings method.
To validate the target user base which was identified to be millennials 18 - 25 years.
Differentiate from traditional savings products by creating a gamified experience.
Establish trust and credibility for users to open their Hektor savings accounts.
Surveys - questionnaire, whatsapp, etc
Market research analysis
To understand how Singaporean millennial perceive savings -- We conducted extensive research using innovative research methods. Invited 23 potential users to a WhatsApp group for 20 days for open ended discussions on financial matters and existing behaviours.
KEY FOCUS AREAS
What are their main savings goals?
What are the daily expenses that have and how does it make them feel?
Existing saving behaviour?
How they feel about traditional banking services?
What makes them trust a new brand?
Acceptance of the proposed Hektor saving concept.
Core customer needs
Need savings but find it hard to do it themselves.
Want to feel rewarded when they save.
Unexpected spending is a problem.
Saving by traditional ways - the benefits are seen too further in the future. Want instant gratification.
TIME AND EFFORT
As automated as possible, don't want to do anything.
Minimal effort as possible.
If effort is required, there should be incentivised.
Family priorities - aging parents, starting a family and kids.
Travelling to see the world, new experiences.
Enhancing skills, career growth, personal development.
Growing money, better financial planning.
Socialising is a big part of expenses.
Don't mind paying extra for conveniences.
Keeping tab of expenses is important.
Following our research and user interviews, we were able to synthesise our findings to create the persona, the user flows and draft the storyboard. Each screen wireframe was laid out and the empathy mapping was done to understand user emotions at every stage.
Savings goal: Save for a vacation or to gift someone. Customise your goals and save for the things you need.
Add a visual tag and see your progress towards your goal.
Savings rules: Make everyday activities, saving opportunities. Save $5 if you walk 1,000 steps or save $10 if you skip a cab.
Easy withdrawals and transfers: Make P2P transfers and effortless withdrawals to build trust.
Account aggregation: Analyse spending behaviour and suggest smart savings insight that can be automated and added towards savings goal.
Life cycle emails
With only a 3.5% conversion rate from a 1,000 user download, we wanted to find out why the users who showed us interest didn't convert.
This time we started from the core, the branding and persona of the brand.Our findings showed that the name Hektor felt foreign to the local Singaporean audience which caused distrust and worry to commit saving.
The logo did not make the users feel comfortable to trust the app with their savings.
Majority users using the app had selected an automated savings option in combination with manual everyday savings rules.
They wanted a very guided approach to saving their money.
Showed interest in everyday savings and expected guidance to the extent of how much should be saved everyday.
Wanted guidance on recovery if savings was missed for a few days.
They lacked motivation and didn't feel excited to follow the instructions.