Creating the stickiest financial wellness app in existence!
Gamified
Client
Aura Finance - Startup
Deliverables
UX Research
Prototype
Iterations
High Fidelity
Year
2023-2024
My Role
Product Designer
Gamification
Team
Drew Miller
Mel Martin
Ellen Worth
Kate Leary
The Company
Aura is a startup dedicated to reducing financial anxiety among millions of Americans today by providing fundamental financial education and professional guidance through a mobile app.
1.0 Expose of Screens
The Problem
These challenges lead to:
Stagnant wealth in low-yield accounts
Increased money-related stress and anxiety
Missed long-term growth opportunities
Delayed major life milestones
Solution Strategy
Using the structured approach of the Octalysis gamification framework, we are able to create a "game loop" ensuring continual user motivation.
2.0 Gamification Roadmap
Final Results
How do the final screens relate to business metrics and user motivations?
3.0 Home Page
3.1 Win-State
3.2 Leaderboard Design
3.3 Leaderboard Design
Business Metrics
A business is expected to make a profit? How do we do that? What are the goal posts?
Amount of money invested in investment accounts
Product Stickiness Ratio
Goal: 50% weekly stickiness ratio
(Number of active users in a week) / (Total number of users acquired)
An active user is defined as a user who accesses at least 1 core feature per session
Financial Wellness plan progression
Experience Points Earned
Modules completed
Accounts created/added
4.0 Business Metrics
Desired Actions
What actions must the user take to achieve these business metrics?
5.0 Desired Actions
User
What motivates the largest Aura user group?
Using the Octalysis framework of 8 core human motivations we determined what gamification components would most motivate our users towards desired actions and ultimately business metrics.
6.0 User Motivation
Results
What happened to all this work we did!?
Many of our innovative concepts found a home in the company's strategic roadmap, some are even slated for future development.
Stickiness
50%
Expected increase in stickiness
Target
40%
Users create a financial account within a week
Onboarding
100%
User Completion rate during trials
7.0 Results
Next Steps
Build out app components based on the power/ease score roadmap I created.
Figure out user motivations for each additional stage of the app and customize for maximum effect. (Discover, Onboarding, Scaffolding, Endgame)
Special Thanks
My team - a colloraboration whirlwind
Mel Martin, Ellen Worth, kate Leary
Aura - great company, great mission, smart people
Courtney, Kelsy, Andreea
Yu-Kai Chou and Octalysis Prime community
Yu-Kai, Dirk, Myrte
Mentors
Sasha, Miles
