I like to smoove it, smoove it.
I like to, smoove it!
savedroid started out as a unique finance app: save money through certain actions, such as walking more or less a number of defined daily steps, every time Donald Trumps tweets (the apps were developed during his first term), whenever the weather is sunny, and more options.These actions were referred to as “Smooves” – short for smart + moves - while money was saved for “Wishes”—think a car, home, upcoming trip, and holiday gifts.
Initially offering a Euro and a crypto savings app, both struggled with outdated, untrustworthy designs. The redesign focused on two areas: creating a modern visual identity and dramatically improving user experience to boost retention.
The result was a complete app transformation—inside and out.
Continuous testing and iterations on the UX, e.g. simplifying complex user journey flows, optimising features, and keeping tech standards.
UX testing, prototyping, testing, iterating and refining, optimising, and more testing of different registration methods—because it’s the first touch point of the users, and very important to nail correctly! I found through UX tests that even through registration by email is more time-consuming and traditional, it was preferred as potential users felt higher trust than logging in via their social media accounts.
KYC is another crucial touchpoint in the user journey, because this is where they verify their identity to perform financial transactions. The previous KYC was complicated, with users struggling to complete the process: 33.3% unable to complete; 33.3% able to complete within 12-20 minutes; 33.3% able to complete it within <12 minutes.
Other interesting findings from the process were visual and textual cues: what icons and words did people find more “secure”,
and things such as image requirements (e.g. minimum 400px by 400px in JPG is jibberish for most) do not matter to people—they expect that taking a photo of the documents with their phone should be within that accepted range automatically.
The redesign and rebrand aren’t only for the apps, but across all assets and platforms. The new style is meant to resonate more with the target audience (savvy Millennials, particularly those within the Generation Y.1 bracket), visually with brighter colours and improved UI/UX, but also textually with wittier and slightly snarky tones with references to pop culture.
Brand identity and strategy // Brand governance // UI/UX // Visual, product and motion design // Communications strategy // Creative direction // Performance marketing // Campaigns // MORE
