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



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