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Overview

Diin is a micro-investment platform with the mission of making Brazilians a saver.

The idea is simple: You don't need to know the complexities of the financial world, just save the money and watch the growth.

In this context as Product Designer I played an active role from the discovery to the delivery, helping to define metrics and to analyze the platform performance. One of the features that I personally developed was the ‘Objetivos’ (goals) feature. I ran surveys to validate my hypotheses and gained valuable lessons that fed into the creative process allowing me to reach a version that encapsulated the vision and objectives of the project.

"People with goals are motivated to save money."

Diin was born with the value proposition to help Brazilians to organize themselves financially, so one of the opportunities to add value to the product would be to invest in financial education features.

Several articles about financial education suggest that people with defined goals have more chances to be motivated to save money. So the hypothesis was set. "People with goals are motivated to save money." 

Secondly, we define the focus question to guide us in the final deliverable: "How can we encourage our users to save money and provide awareness of their progress?"

We are an early-stage company, our goal was to increase the number of customers and engage them in their mission of saving money, consequently increasing the added value of the app.

Analyzing the heatmap and the data of navigation, the session of income simulations has evidence and insights to build our feature.  

Focus Question

Planing the sprint

Based on the definition of our hypothesis, the sprint was planned covering tools and resources to discover and deliver our feature.

User Interviews

The idea behind quality interviews is to detect and explore some behaviors of our users. Understanding the mental models of how they organize to achieve a financial goal. After the interview, we showed then the concept of the "Objetivos" to capture the acceptance of the idea.

Some Insights:
• Desire to be encouraged to save money
• Transparency in the evolution of income
• Preference for simple investments
• Most of the interviewees have short-term goals

Desktop Research

We selected some apps with some features of creating a habit to do benchmarking. Analyzing the creation's flow, the approach, and the evolution of the feature. Scoring pros and cons points.

Some Insights:
• Desire to be encouraged to save money
• Transparency in the evolution of income
• Preference for simple investments
• Most of interviewees have short-term goals

Personas

After the process of user interviews and benchmarking, creating personas was essential in the process to exercise empathy and connect with our users.

Three personas were created based on our research and analyzing the data profile.

Design Principles

We felt a need to create some design principles to north our decisions about our platform. They are:

1. Be simple and light
2. Embrace those who want something and those who just want to keep it.
3. Give an overview of the objectives.
4. Do the "boring" work by the user.
5. Turn on the guard with the financial situation.
6. Keep the dialogue alive throughout the experience.

Defining the flow

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User Testings

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Iterating

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Results

Impact