Design by Ben Dedrick and Michael Iseri
January 22, 2014
about the site
SaveUp is a website and mobile application for users who want a fun, easy, and
rewarding way to meet their financial goals. It interfaces with nearly all banks, credit
unions, retirement funds, and other financial services to monitor users’ spending and
saving habits, and rewards them for making smart financial decisions. Unlike Mint or
other finance tracking services, SaveUp encourages users to overcome their debt or
save for the future by offering high-value prize drawings to users who make consistent
steps toward their goals.
about the project
SaveUp is a startup based in San Francisco, CA. This project was assigned as part of
General Assembly’s UX Design Immersive class; the assigned objective was to
increase SaveUp’s user acquisition and retention by examining and redesigning the
This project focuses on the Web implementation of SaveUp.
Change company perception
Help users see SaveUp as caring, helpful, trustworthy, and fun.
Emphasize what’s different
Make sure users can immediately see why SaveUp is worth checking out.
Offer clear value proposition
This strategy for encouraging savings has been used before, and it worked. People really
do win prizes from the site; ensure users know this.
Show how it works
Use clear visual language and simple copy text to help users understand the process.
Encourage trust from users
Endorsements from major publications, partnerships with banks and credit unions,
believable testimonials from real users, and exciting visual design all give users a
stronger sense that SaveUp is a site they can trust.
original site flow
User arrives at
Browse, invite, or
CompleteAccount link flow
Sign-up page Dashboard
User receives email
24 years – Santa Fe, New Mexico
Technical Comfort: Below Average for Gen-Y
• Lots of student loan debt; no savings; some credit card debt
• Not much leftover from paycheck to put towards savings
• No long-term or retirement savings
• Concerned about ending up broke, open to trying something new
• Heard about SaveUp from a friend
• Fears falling for scam. Getting suspicious since she hasn’t won
• Not getting much advice that is relevant to her situation
• Feels like she’s making progress towards paying off credit card debt
• Opens a savings account with SaveUp’s help
• Gets to play more often / earns more credits for her hard work
32 years – Texas
Technical Comfort:Average for Gen-X
• Got married after graduating from Texas A&M, has 2 kids
• Loves her job and helping people
• Worried about paying kids’ college tuition, and retirement
• Loves couponing, shoe shopping, and “getting a deal!”
• Read about SaveUp in parents magazine
• Wants to save and be more organized
• Loves the prizes and chances to win on SaveUp
• Has trouble connecting accounts (forgot passwords or husband has them)
• Finds the games boring / repetitive
• Wants to be more organized, but she can’t get her husband to look at
SaveUp “because it’s a game”
• More coupons and discounts
• More games / less repetition
• More ﬁnancial visualizations that she can show her husband
• Still really loves SaveUp
We started by meeting with SaveUp to learn
more about how they wanted the company to
be perceived, and what they saw as their biggest
The company should feel fun and friendly, but
without sacriﬁcing safety or security. SaveUp
genuinely wants to help users feel empowered
to conquer their ﬁnances.
Redesigning the front page would help
communicate branding and promote user trust
from the ﬁrst time they see the site. Rethinking
the signup and account link ﬂows will ensure
that users don’t drop off once they’ve started
to explore the site.
Make sure that a clear presentation of the site’s features
greets users as soon as they arrive.
Maintain a clear call to action on the main page.
Reinforce the features throughout the onboarding process.
increase visibility of value proposition
proposed solution 1
Display more specific endorsements from trusted publications
as they become available.
Mention partnerships with banks, credit unions, and other
Explain SaveUp’s basis in PLS research to prove that the
proposed solution 2
refine language and content to
improve user trust.
Add interactivity and more dynamic content panels to the front page.
Refine visual styling.
proposed solution 3
improve visual fidelity to catch new