This project was an internal initiative in one of the Financial Institutions in Brazil for whom I worked, but due to top management reprioritization, it wasn't launched.
Below I explain my experience developing the project from both a product designer standpoint and game designer as well, considering the insights I also gathered about the discipline and the users with my UX Research experience.
It was a delightful project that allowed me to put to use the multitude of disciplines that I am fond of working with.
I cannot disclose the name of the company.
Below I explain my experience developing the project from both a product designer standpoint and game designer as well, considering the insights I also gathered about the discipline and the users with my UX Research experience.
It was a delightful project that allowed me to put to use the multitude of disciplines that I am fond of working with.
I cannot disclose the name of the company.
The nickname "Trocadinho" was a substitute name I've chosen to write for this case study.
As a Game and Product Designer working on a mobile banking app aimed at educating users on financial literacy and enhancing user engagement through gamification, my primary goal was to create an experience that blends fun, learning, and practical financial tools. The app was designed to help users save money, invest wisely, and develop financial habits while engaging with interactive features like games, live sessions, and articles.
Key Features and Gamification Mechanics
In-App Currency - "Trocadinho"
Concept: Users earn "Trocadinho" as they achieve milestones such as saving money, making investments, reading articles, or watching educational videos. This digital currency can be collected in a customizable vault that reflects personal progress.
Customization: Users can personalize their vault with skins, badges, and design upgrades as they earn more "Trocadinho." The vault represents financial growth, reinforcing positive behavior in a visually rewarding way.
Engagement: Gamifying saving money through "Trocadinho" provides users with a tangible representation of their efforts, incentivizing continued usage. This system also allows for the creation of streaks, daily goals, and unlocking bonuses when users maintain regular saving habits.
Interactive Financial Games
Hidden Coin Hunt: A fun minigame where users search for hidden coins scattered throughout the app's different sections. This feature encourages users to explore all areas of the app, uncovering new articles, videos, and investment tools while gaining small financial rewards.
Puzzle Unlocking: Certain puzzles are linked to new app features (when they become available), investment advice, or challenges related to budgeting or savings. For instance, a user may need to solve a budgeting puzzle to unlock more advanced investment options or articles tailored to their financial journey.
Leveling Up: As users progress and complete challenges, they level up in ranks (e.g., from "Novice Saver" to "Master Investor"). Each level brings rewards, such as access to exclusive live sessions with professionals or bonus "Trocadinho."
Social Features and Progress Sharing
Share Your Milestones: Users can share their progress with friends and family on social media, celebrating achievements like reaching saving goals, completing financial quizzes, or earning high levels of "Trocadinho." This encourages friendly competition and fosters a community of users motivated to improve their financial literacy.
Collaborative Saving Goals: Users can invite friends or family to join them in a shared saving goal. This not only fosters accountability but also strengthens financial awareness and collaboration.
Personalized Goals, Graphs, and Analytics
Custom Goal Setting: Users can set personalized financial goals, whether it's saving for a vacation, a new gadget, or an emergency fund. The app then provides daily, weekly, and monthly reminders, helping users stay on track and adjust their savings strategy based on real-time progress.
Spending and Savings Analysis: Personalized graphs display how users are spending their money, where their savings are growing, and which stores or categories are consuming the most of their budget. The app also provides tailored recommendations on how to adjust habits, reduce spending, and allocate more towards savings or investments.
Financial Report Card: At the end of each month, users receive a financial "report card" summarizing their financial habits, achievements, and areas for improvement. These insights, delivered in a friendly, game-like format, provide users with clear next steps on their financial journey.
Innovative Gamification Ideas for Financial Learning
Save and Build: A mini-game where users construct virtual cities or landscapes as they save more money.
Customization: Users can personalize their digital vault, selecting themes, colors, and even small decorative elements that grow or evolve as more "Trocadinho" is gathered. This customization creates a sense of ownership and pride, encouraging users to engage with the app more frequently.
Earning "Trocadinho": It can be earned through daily interactions with the app, setting and achieving personalized savings goals, participating in quizzes, or reading articles related to financial education. For example, reading an article on "How to Start Investing" rewards a set amount of "Trocadinho."
Live Sessions with Financial Experts
Engagement through Education: Users can participate in live webinars and Q&A sessions with renowned financial experts. Attendance is rewarded with "Trocadinho" and users gain deeper insights into advanced financial topics such as investing, retirement planning, and tax optimization.
Event Notifications: The app notifies users of upcoming live sessions and related reading material to prepare them for discussions, further tying education to in-app rewards.
New Gamification Ideas for Financial Learning (These weren't implemented, only brainstormed).
Spending Challenges
Mechanic: Users can join challenges where they aim to reduce spending in specific categories (e.g., "Spend 10% less on dining out this month"). Meeting the challenge earns bonus "Trocadinho," and users can track their progress against others in the community.
Savings Streaks
Mechanic: Encourage daily engagement by rewarding users for maintaining a savings streak. For instance, users could earn rewards for transferring small amounts of money to their savings account consistently, say $1 a day. Each streak completion unlocks mini-badges and potentially boosts interest rates or offers limited-time bonuses.
Financial Quiz Games
Mechanic: Introduce financial quizzes where users answer questions about savings, investments, or general financial knowledge. Correct answers earn "Trocadinho," while also improving their understanding of financial concepts. To increase engagement, users can challenge friends to see who knows more.
Marketplace for Vault Decorations
Mechanic: Use "Trocadinho" to unlock decorative items for the vault. Users can buy different themes (e.g., a futuristic vault, nature-inspired, etc.) or purchase upgrades like expanding vault storage for future growth. This personalization enhances the emotional connection users feel to their financial progress.
Investment Simulators
Mechanic: Offer virtual investment simulators where users can practice investing without risk. They can test their strategies in a simulated market, earning "Trocadinho" or unlocking achievements for successful decisions. This allows them to practice before trying with real money.
World-Building and User Journey
Banking as an Interactive Journey: The mobile app was designed to transform the traditionally mundane task of financial management into a game-like experience. The app's interface is visually appealing, borrowing from principles of level design in games. Navigating the app feels like exploring a world where each feature, like savings tools or investment resources, is hidden behind fun interactions (puzzles, coin hunts, etc.).
Educational Flow: Players (users) start with basic financial knowledge and, as they progress through the app, unlock more advanced features. The initial levels involve simple activities like saving a small amount or reading introductory articles. As they grow more proficient, they unlock features like investment simulations, advanced budgeting tools, and exclusive financial expert advice.
User-Centered Customization: From customizable goals and vaults to personal achievement boards, the app is built to adapt to each user's financial personality. This ensures that both beginners and more experienced savers can feel rewarded for their progress.
Tools and Skills applied
Hard Skills
Game Design: Developing engaging gamification mechanics, ensuring balance in the earning/spending of "Trocadinho" currency.
UX/UI Design: Creating a user-friendly interface that blends banking functionalities with game-like elements. Understanding user flows and how to incorporate puzzles, challenges, and rewards seamlessly.
Mobile App Development: Collaborating with developers to ensure smooth integration of game mechanics into the app.
Data Analytics: Using user behavior data to improve personalization features (e.g., personalized goals, tracking spending patterns).
Soft Skills
User Empathy: Understanding the challenges users face with financial literacy and designing the app to address those challenges in a fun, accessible way.
Creative Problem-Solving: Crafting game mechanics that are not only entertaining but also educational and aligned with financial goals.
Collaboration: Working with financial experts, app developers, and UX designers to bring the concept to life in a cohesive manner.
Communication: Explaining the purpose and benefits of each gamified feature to stakeholders and ensuring a shared vision for the product.