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
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
What I learned
Fewer people completed setup (down 6–8%), and first-week activation dropped by 7%. People were taking longer to get through onboarding, and retention didn't budge. Reasons were
Family pressure around goals felt heavy. When saving became visible to family, people didn't feel supported—they felt accountable in a way that added stress. One person worried about disappointing their spouse if they fell behind.
Leaderboards created the wrong kind of pressure. Instead of encouraging saving, they made people feel like they were competing in a race they didn't sign up for. Users came away feeling inadequate rather than inspired.
Life is unpredictable. When unexpected expenses or tough months meant people couldn't contribute, the gamified elements made them feel like they were failing. The system didn't account for how people actually live.
That went against everything the product was supposed to be: a quiet, pressure-free way to save.
What I decided
I pulled back on gamification. Instead, I doubled down on what people actually wanted—private progress tracking, gentle reinforcement, and celebrating consistency over competition. I'm not ruling out social features forever, but I know now that I need to approach them very differently. More testing, more listening, and a lot more care before I go there again.
