Crypto and Fiat at your fingertips Brand identity and strategy // Visual design // Motion design // Product design, UX, UI // Creative direction // Typography // Communications strategy // Campaigns // Events // More
Savedroid: Simplifying the complex world of AI-driven finance
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.
Context
In a volatile fintech market, cryptocurrency remained a daunting "black box" for average savers. There was a clear gap for a platform that could make AI-driven crypto saving feel as safe and simple as a traditional piggy bank.
Transform a technically dense crypto-fiat hybrid into an approachable consumer product that builds trust and encourages long-term saving habits. Initially offering a Euro and a crypto savings app, both struggled with outdated, untrustworthy designs.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.
Challenge
"Crypto and Fiat at your fingertips." The strategy focused on stripping away technical jargon and replacing it with human-centric design, focusing on the user's financial goals rather than the underlying blockchain complexity.
Additionally, continuous 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.
Strategy
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.
Led the creative direction, hands-on brand, product UX/UI, and visual design for the for the fintech apps, and also revised the tone of voice and communication strategy.
I designed the UI/UX to feel intuitive and "safe," using motion design and campaigns to explain complex crypto concepts simply. I also worked on the campaigns – from concepts to execution.
What I did
The result was a complete app transformation—inside and out.
Successfully launched the app with a unified identity across digital, OOH, and campaign touchpoints, helping the brand gain significant traction in the fintech space.
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.
Outcome
Tags: Brand identity and strategy // Brand governance // Product design, UX, UI // Visual design // Motion design // Communications strategy // Creative direction // Art direction // Performance marketing // Campaigns // MORE
