Project 4
Savely
Social accountability and shared progress would increase engagement and savings consistency. A/B testing in an iOS app
Role
UX Designer
timeline
Nov 2002- Dec 2022
Overview
A platform that promotes effortless savings as you go about your daily routine. The microsavings app operates through an intricate set of rules, seamlessly helping users save without disrupting their everyday activities and providing rewards
A/B testing focused on introducing gamification elements – specifically leaderboards and family-based nudges – to encourage saving through social motivation.
Challenge
The study aimed to understand users’ saving habits and how they manage their money. We used a simple questionnaire covering four areas: mobile usage patterns, mobile-banking familiarity, money-management behavior, and awareness of their children’s spending. The goal was to get a high-level view of how they handle their finances.
Key findings
Users need a clearer picture of their cash flow—how income and expenses change over time.
Saving is a priority, and they want more control over family-related expenses.
Outcome & Consequence (critical learning)
The goal was to determine whether an incentive-driven app design could encourage users to save more. I developed two versions: Version A (Control A), a standard design, and Version B (Gamified Concepts), which incorporated gamified, incentive-driven elements. I applied the Octalysis framework, which is structured around eight core drives that influence user behaviour. These drives help shape the gamified elements to evoke specific emotions, guiding how users engage with the app.
What I tested
Leaderboards comparing savings progress
Family-based nudges encouraging collective saving behavior
Messaging framed around shared goals and visibility
Primary metrics
Savings setup completion
First-week activation
