Intuit is a cutting-edge fintech app concept that leverages innovative AI technology to assist users in achieving their saving goals. Similar to ChatGPT's capabilities in natural language processing, Intuit offers users the ability to communicate with our AI, which generates a customised budget plan attuned to their specific needs and spending habits.
I was tasked with developing the branding and product design for a fintech application that facilitates rapid savings for a specific financial goal. An essential aspect of this undertaking involved ensuring that the app could provide real-time insights into users' expenses, akin to a personal financial advisor.
The project brief for Intuit included a detailed description of the target audience, which served as the basis for a user persona. The persona informed both branding and product design decisions. In addition, the brief outlined the challenges that users commonly encounter when engaging with fintech applications, which were addressed by Intuit's design and development process.
Saving money can be a challenging feat. In order to foster user engagement and motivation with Intuit, I used a range of psychological principles throughout the process. This includes principles specific to UX and UI design but also broader theories of motivation, aimed at eliciting sustained engagement.
As its name suggests, Intuit needed to be intuitive so users with minimal financial knowledge are comfortable using the app. I reiterated the user flow and the initial wireframes following a round of user testing and critique, resulting in the user journey through Intuit becoming much more seamless.
Intuits primary users are Millennials and Gen Z, who don’t often feel comfortable dealing with their finances. When branding Intuit, I wanted to walk the fine line between inspiring confidence in Intuit’s users, while also making finance fun. The typography, colour choices and used of 3D elements add a touch of excitement and playfulness, making financial management seem less daunting and more enjoyable.
I kept the sign up process to Intuit as simple as possible to prevent sign up abandonment. A lot of finance apps require you to link your bank account, however I decided to omit this step from initial onboarding to build user trust first. Setting a pin from the get-go also helps users to feel like their data is secure.
According to endowment theory, people value items they perceive as their own more highly, while incentivisation theory and drive reduction theory suggest that different people respond to different types of incentives. By allowing users to personalise the tone of voice Intuit uses, user investment and motivation is enhanced. Additionally, by displaying a different version of the home screen before users have linked their bank accounts builds trust with the product through exploration.
In the brief for Intuit, it was specified that users download Intuit with a saving goal in mind. I developed the concept of a chat-model AI that can talk to users on their level, and create a budget that will help them meet their saving goal in time. By talking to Intuit like you would a friend, the app is accessible to all levels of financial literacy.
Once users have linked their bank account and established a savings goal, I altered the home page interface to provide a visually appealing and easily understandable overview of their key financial information. The users of Intuit generally lack financial literacy so a visual and digestible homepage was of the utmost importance.
