ING Widget System Case Study

ING, ING App Users, ING Designers, ING Software
Developers
Project Brief
Stakeholders My Roles
WIDGET
SYSTEM
102
Play with levels of information

On a practical level, sometimes the widgets will lead to a different feature in the app, and
sometimes they are self-contained - with a max of 1-2 screens for follow-up interaction or
information with a call to action at the end of that screen/flow. Consider the journey (even
if short ) beyond the widget itself and organize the information accordingly.
Create a system

All widgets should be based on a system - they should all fit on one screen and can be
used as a template to base similar widgets in the future. Visual design rules (such as
sizing) and interactivity must be set so similar widgets can easily be created. If you find the
time, as an extra, you can explore widget sizes for a web/browser "Start" screen.

Use our concept and design language You can use the concept currently being designed at
ING (to be shared during the kick-off) and explore ways to incorporate the new financial
health and environment action widgets designed by you. You will receive ING fonts, colors,
and icons to help shape your solution. This can serve as a foundation but feel free to
explore it further.
UX Researc
UX Design

The Team
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Team 9
Mercy
Nicole Jelle Jasper
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Timeline
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DURATION - 7 WEEKS

13 March - 26 April, 2023
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The Users of Banking App
Environmental Sustainabilit
Financial Sustainabilit
ING’s Brand perceptio
Financial Health Pyrami
Barriers that users fac
Assumptions

How might we facilitate behavioral change to achieve financial and
environmental sustainability amongst ING customers using various
widgets?
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Our Design Challenge
What we considered Links for more information on our Research Findings
Miro Board
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Our Design Process
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The Double
Diamond Model
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Desk Researc
Debrie
User Research
(Interviews
Past project
Research Revie
Project Goal
Defining Target
Grou
Defining Layer
Persona
User Journey
Map

Ideatio
Wireframin
Prototypin
Research Test
Pla
User Testing
(Interviews)
Test Insight
Presentation slides
Prototype iteration
MDD presentatio
Empathy Ma
Recommendations for IN
Experts Revie
Prototype iteration
ING Global Presentation

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What to Consider
Financial Health Pyramid Barriers users face
107
Weneedto havein mindthesebarriersas we designfor
"behavioural change
Shouldbe easytouseandunderstand
Shouldhelpthem savemoney
Theirsustainable investmentshould have goodreturns
Itshould besomething they trust. This isfor theirbenefit.
This isthefinancialprojectionfromING.AndthegoalofINGisto
take each customerastepfurtherintheirfinancialhealth.
Source: ING collaboration with NIBUD & Delloite

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Initial Explorations
We created a mind-map
that guided the initial
research carried out
After wegotourbriefforthisproject,we wentontoresearch-readingarticlesandliteraturesaboutvariousaspectsweinitiallythought
off thatpertainsto ourdesignchallenge.
108

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Research on Widgets - Inspiration & Design
Principles
Source: Link
AnarticlefromEussetDigitalLibrarythatshowsdifferent
widgetusecases.
109

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Research on Design Principles for Widgets
Insights
There are various types of widgets across screens and
it can be customized to fit each user’s needs
110
Source: Duda -

The 25 Best Widgets To Include on Small Business Websites.
(n.d.). https://blog.duda.co/best-website-widgets
Source: Paldesk (What are widgets)

Suzana. (2021, June 12). What Are Widgets and What are They Used
For? | Paldesk. Paldesk. https://www.paldesk.com/what-are-widgets-2/

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Research on Sustainable Benchmark Creations - ING
111
Other Articles Read
INGWebsit
International Institutefor SustainableDevelopmen
Euronew
SustainablePalmchoice
Insights
ING isn’t all “greenwashing” as the public made them to be. They are taking gradual
steps in being more sustainable as a company but they are still meeting some goals in
the UN “sustainable goals” e.g Poverty eradication and Food Security.

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Research on Sustainable Benchmark Creations - ING
112
References
Danja.(2022,August7).EnergymonitoringsystemhelpsINGhelpscustomerssave€30milliononenergy-CFP.CFP.https://cfp.nl/en/news-
and-cases/energy-monitoring-system-helps-ing-helps-customers-save-e30-million-on-energy
Larrea,C.,&Perri, D.(n.d.).CanPalmOilBeMoreSustainable?InternationalInstituteforSustainableDevelopment.https://www.iisd.org/
articles/insight/can-palm-oil-be-more-
sustainable#:~:text=How%20sustainable%20is%20palm%20oil,releasing%20significant%20stores%20of%20carbon
Euronews.(2018,October23).EnvironmentalistsaccuseINGof“greenwashing”atBrusselsdemo.Euronews.https://www.euronews.com/
my-europe/2018/10/23/environmentalists-accuse-ing-of-greenwashing-at-brussels-dem
NationaalWarmtefonds.(n.d.-b).https://www.ing.nl/particulier/english/sustainable-living/nationaal-warmtefond
WhySustainable PalmOil?-SustainablePalmOilChoice.(2023,February1).SustainablePalmOilChoice.https://
www.sustainablepalmoilchoice.eu/why-sustainable-palm-oil/

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Research on Sustainable Benchmark Creations - ABN
Conclusion
ABN is aware of “how” to get people to
make more sustainable choices. But are not
driving it as such. I later found out they had
an app - De Grips which wasn’t stated on
this section of “sustainability” on their
website and they are looking at shutting it
off soon. 113
Reference:
Sustainable financing and investing. (n.d.). ABN AMRO Bank.
https://www.abnamro.com/en/about-abn-amro/product/
finance-and-investment

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Research on Sustainable Benchmark
Creations - Energy Saving Apps
114
NUON ENECO
ENECO
References:
DPG MediaPrivacy Gate.(n.d.-f).https://www.volkskrant.nl/
economie/een-energieadviseur-virtueel-over-de-vloer-nuon-
geeft-advies-via-de-smartphone~b4bfdaa8/
Source: Google
Insights:

The Energy Saving apps show comparison with
other households. It was recorded to have changed
the behaviour of their users (Based on this article)

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Research on Sustainable Benchmark Creations -
Non-NL Bank (Novus)
Insights:

Novus App drives sustainable living for its users
and tackles mostly environmental sustainability
e.g. . Which is a part of our project - The other
part is Financial sustainability.
115
Reference
Finextra.(2022).Novus embedscarbon emissions data inbanking app
with ecolytic.FinextraResearch.https://www.finextra.com/
pressarticle/91798/novus-embeds-carbon-emissions-data-in-banking-
app-with-ecolytic

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Research on Sustainable Benchmark Creations -
Widgets Inspiration
116
From this research, I also listed some themes on
sustainable living, finance, investment that we can
consider when we start designing the widgets.
ING Sustainable Achievements - Tohighlight some sustainability
goalsINGcurrently addressesdespitethem beingtaggedas
"greenwashing" company.
ING Sustainable Trading - To suggestsustainable companiesthat
userscan investin- "sustainabletrading"
ING Sustainable Living/Lifestyle Tips - To givetips onhowto live
sustainably
My Sustainable Goals - Toshowthe progress ofthe useron
sustainable living.

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Research on Behaviour Change (On
Sustainability)
Insights
The Brand perception matters
People are influenced by proven results
Welookedatsome principlesthatguide
behaviourchangeinindividuals.Andproven
ways bywhichindividualsarenudgedor
propelledtochange theirbehaviours.
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Liking:Peopletendto agreewithandlistento peoplethey like
Reciprocity:Peopleliketogive– andtake.E.g.Discounts
Authority:Peopleliketofollow legitimate experts.
Commitment and consistency: To usethis effectivelyit isimportant toaskpeople
to committo something- shortterm.
Social proof:Peoplelook to whatpeoplesimilar tothemhave done
Scarcity:Inasustainabilitycontext,this principlemeans thatsayingwhat
benefits standtobelostmightbemoreimportantthansayingwhatstands tobe
gained.
Using frameworks for influence: Showtheusers what youalsohavedone.
References
Allen,W.(2016,January24). Sustainability:six ways toinfluencebehavior
change-LearningforSustainability. LearningforSustainability.https://
learningforsustainability.net/post/behavior-change
Kranenburg,L.,&Kranenburg,L. (2021). UsingCialdini’s7 principles onyour self
serviceportal.EN-English. https://blog.topdesk.com/en/employee-experience/
self-service/cialdinis-self-service-portal
Negru,M. (2022b). How tocreateasustainablebehaviourchangeinyour life and
work.2030.Builders.https://2030.builders/how-to-create-sustainable-behaviour-
change-in-your-life-and-work/

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Research on Behaviour Change
Insights
Rewards and incentives are
motivations for possible behaviour
change
Self set goals motivates individuals -
The desire to achieve what they have
set as a goal.
References
Nhan,N.T.(2021, December 13).HereAre theThings ThatMotivatePeopleto
Succeed.Medium.https://medium.com/live-your-life-on-purpose/here-are-the-
things-that-motivate-people-to-succeed-75dd099725c1 118
Behaviour Change - What Motivates People
Powe
Self-mastery and growt
Recognition and approva
Desire to wi
Reaching out to other
Rewards and mone
Passion

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Research on Behaviour Change Framework
Insights
People are able to change their
behaviour only when they set their
mind to do so - or are motivated to do
so
Being aware of the barriers they face
matters. If the barriers are fixed then
the user/individual can progress in the
journey of changing their behaviour.
References
Barbu,R. M.(2022b). Designfor behavior change. UXPressiaBlog.https://
uxpressia.com/blog/design-for-behaviour-change 119
Behavioural change framework:

Thereisastraightforward behavior changeframework, whichis gorgeous inits
simplicity.It’sthethreeRmodel: reminder, routine, andreward
Reminder:Never-ending alarm thattells youwhatto do.
Routine:What happens ifwefollow throughwiththereminder. We endup
repeatingthatbehavior,forming aroutine. Thisstep iscritical because
repetition iskeyto habit formation
Reward: Incentivesto completingthetask.

The journey of habit formation:

Itallstartswith aperson'smotivation. There arenumerous barriersto
changingone'sbehavior.
Startbyrecognizingthatbarriers exist
Conducttheappropriateresearchto identify those barriers
Addressthosebarriersthrough contentanddesign
Validatethattheproposedproducts or solutionsdoindeed helppeople
overcomethosebarriers.

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Research - 13 Behaviour Change Principles
120
7.Reminders:Remindersarekeyto forming anewhabit,and
effectivereminders shouldbe muchmore thanalarms.

8. Engagement mechanisms:Theappshouldpromptpeopleto
adopttheproductandkeep themengageduntil theyaccomplish
theirgoal.

9.Aesthetic experience:Aestheticexperiencedoes matter. Fromthe
pre-onboardingstage- Thethemeandtone oftheappshould
providepeople witha sense ofplace,andmeaningfulexperience.

10. Human connection: This ismetby connecting withothersand
directlylearningfrom their stories.

11. Relevance:Relevanceis abouthow theapp's offerings tieinto
andareconducive towardspeople's goals.

12. Transcendence and empowerment:Oneway thatthe appcan
keeppeopleengagedis toequipthem withthetools theyneedto
maintainthe habitafterthey leavetheapp

13. Person-app-environment loop:It’s abouttheintricate
relationshipbetweenthe three andhow theappshouldaccountfor
changesinpeople’sneeds butalso changes intheirenvironments.
Trust, credibility, and transparency:Apps shouldbeworthyof
ourtrustandbe transparent.Itshouldn'tbeamysterywhatdata
itcollectsfromusandwhy
Motivation:Whydopeopleuseanappinthefirstplace?Whatis
theirtrue“why”?Theappshoulduncover aperson’strue“why”
earlyon,andconsidertheirmotivationalongtheentirejourney.
Individualization: Wewantappstobepersonalizedtous.Soour
askfortheappiswhetheritknowsusandourneeds.
Education:Appsshouldequipthemwith theknowledgethey
need.Knowledgehelpspeopleshifttheirattitudestowards
behaviorchangeandhelpsthemadvancealongintheirjourney
Goal setting and revising:Asweengagein anewactivity,we
needgoalstoguideustotheoutcome.
Feedback:Wheneverwehavegoals,wealsoneedfeedbackto
understandwhetherwe’reontrack.
References
Barbu,R. M.(2022). Designforbehavior change.UXPressia Blog.
https://uxpressia.com/blog/design-for-behaviour-change
These Principles formed a base for what we hoped to
achieve in our final design output

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Research on How to Change Behaviour
121
Stages Involved in Behaviour change
Precontemplatio
Contemplatio
Preparatio
Actio
Maintenanc
Relapse
The Elements of Change:

To succeed,you need tounderstandthe three mostimportant
elements inchanging abehaviour
Readiness to chang
Barriersto chang
Likelihoodofrelapse
Insights
It was useful to see the different stages involved in
changing a user’s behaviour. And how maintainance
plays a key role as the user can relapse to their old
ways.

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Research on How to Change Behaviour 2
122
References
Cherry,K.(2022).The 6Stages of Change.VerywellMind.https://
www.verywellmind.com/the-stages-of-change-2794868

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Research on Strategies to Motivate Behaviour Change
123
8 strategies to motivate behavior chang
Showingconsequencesofriskybehavio
Showingconsequencesofriskybehaviorsonother
Usingcelebrities:It’sespeciallyvitalto chooseacelebritywhogenuinelycaresorisassociatedwiththecauseormessageofthecampaign.
Empoweringpeopletotakepersonalresponsibilit
Appealingtoanintervenertoaffectthesituation:Youcanmotivatebehaviourchangeby gettingtheattentionoftheindividual(s)withthe
mostinfluence
Castingkidstoget moreattentio
Usingguerillamarketingtactics:Thinkingoutsideoftheboxtogetpeople’sattention.
Engagingthemintheconversation
References
8 strategiesto motivatebehavior change:social marketingthe Broganway (PDF)

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Research on How to Create a Sustainable Behaviour
124
References
Negru,M. (2022).Howto create asustainablebehaviourchange inyour
lifeandwork.2030.Builders. https://2030.builders/how-to-create-
sustainable-behaviour-change-in-your-life-and-work/
Sustainabilityeducationandenvironmental
awareness
Anhonestlookintoone’scurrentbehaviors
Makingsmalleffortstowardsmoresustainable
behaviorchanges.
Supportsystems.(Joincommunitieswithsimilar
sustainablebehaviourchanges
Maintainandinspire.(Haveanenabling and
inspiringcommunity) Stages of behaviour change.

Source:WillAllen, 2021,“Influencing practicechange:Anintroductionto
behaviourchangemodels andstrategies”,Learning for Sustainability
Steps towards sustainable behaviour changes

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Research on Behaviour Change Models -
Fogg Behaviour Model
125
References
BehaviorModel.(2023, March6).Behaviormodel. https://behaviormodel.org/
Wealsoresearched existingmodelsthat canbeemployed
inthedesignphasethatwillhelpusachieveourdesign
goal.

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Hook Behaviour Model
126
References
GmbH,A. (2020,November 23). Hook Model. airfocus.
https://airfocus.com/glossary/what-is-a-hook-model
Street, F. (2020). Hooked—How CompaniesCreate
HabitFormingProducts.Farnam Street.https://fs.blog/
hooked/
Eachhookcycleincludesfourstages:trigger, action,
variablereward,andinvestment
Trigger:What promptsuserstotakeaspecificaction.
Action:Theactionshouldbestraightforwardandeasy
totake
Variable reward: Iftherewardfortheactiontakenis
valuableandnovelenough,theuserwillcomeback
Investment:Afterauserhasinvestedtimeoreffort
intoaproduct,theywillvalueitmore.
Insights
It takes a longer time to fully change the behaviour of a
user. E.g. On average,ittakes66daystochangeour
behavior,with somepeopleneedingonly18days,and
othersneedingclosertoayear.

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Behaviour Design Canvas
127
References
SUEBehavioural Design.(2022,September 23).Behavioural Science,
applied-SUE|BehaviouralDesign. SUE|Behavioural Design.https://
suebehaviouraldesign.com/
In this canvas, we see that it is important to
keep in mind “what their current behaviour
is” and draft a goal “the desired behaviour
we want them to exhibit” based on the
designs we come up with. Then we can map
a journey that takes them from their “current
behaviour” to our “desired bahviour”

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Research - Design Principles for Older Adults
128
Interface design for older adult
Color contrast should be increased in apps that cater to older adults
Fonts should be a minimum of 16px (some sources report 12px is sufficient,
but larger is better in this case)
Icons should be labeled with text whenever possible
Interaction is fundamental to the user experience. Visual cues are often vital
to those interactions (clear, easy to decipher, and easy to interact with
Keep gestures simple to perform.
Even familiar actions can be made more user-friendly by including reminders
and tooltips
Navigation is not only simple to use, but that proper onboarding exists to
introduce users to functions they might not be familiar with
In terms of UX, doing things like keeping the navigational structure simple is
a good place to start. Keeping the “return” function and the “home”
navigation readily accessible serves as a sort of safe point on the interface,
too.
Insights
These principles are not only useful for
older adults. I see it as a baseline that
should guide every design - It is a key
part that determines if users will interact
or keep interacting with our design
output, that will hence guarantee the
behaviour change we anticipate in this
design challenge.
References
Polyuk,S.(2019).AgeBeforeBeauty – AGuide toInterface Designfor Older
Adults.ToptalDesign Blog. https://www.toptal.com/designers/ui/ui-design-for-
older-adults

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Research - Current Behaviour of ING on
Sustainability
129
References
ING.(n.d.).Financialhealth.ING.com. https://www.ing.com/Sustainability/
Sustainable-business/Financial-health.ht
ING.(n.d.-a).Climateaction.ING.com.https://www.ing.com/Sustainability/
Sustainable-business/Climate-action.ht
ING.(2021,August 3).INGto steer tonet-zero climate.ING.com.https://
www.ing.com/Newsroom/News/ING-to-steer-to-net-zero-climate.ht
ING.(2023,March14).INGtakesnextstepinaligning oil &gasportfolio with
climategoals.ING.com. https://www.ing.com/Newsroom/News/ING-takes-next-
step-in-aligning-oil-gas-portfolio-with-climate-goals.htm
Financial sustainability
Environmental sustainability
Research wasalso carriedoutonthecurrent
behaviourofINGregardingsustainability.

As wewantedtoknowwhattheycurrentlydoon
sustainabilityandiftheyareperceivedasabank
thatissustainableinthefirstplace.

Welookedattwo aspects:Financial;and
Environmental.Based onthebrief-todesign
widgetsthatencouragesINGuserstobe
sustainablefinanciallyandenvironmentally.

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Initial Research (Current Behaviour of ING
on Sustainability)
130
Insights
ING believes their biggest impact in improving financial
health is in three ways: through financial inclusion; by
helping people manage their everyday finances; and
helping them plan for the future and protect their
dreams. Which they are doing via the services they
offer
ING emits more CO2 than millions of Dutch people
ING wants to be a sustainable company (net-zero) but
they are tagged to be “greenwashing” because they
still invest in sectors that are not sustainable e.g fossil
fuels; palm oil etc.
References
Ensie. (n.d.). Ditiswaarom INGoponzelijstvangrote
vervuilersstaat. Milieudefensie.https://milieudefensie.nl/
actueel/dit-is-waarom-de-ing-op-onze-lijst-van-grote-
vervuilers-staa
DPGMediaPrivacy Gate.(n.d.).https://www.volkskrant.nl/
nieuws-achtergrond/ing-en-pensioenfondsen-investeren-
in-omstreden-palmoliebedrijf-landroof-in-kameroen-
gaat-gewoon-door~b6ed6922
DPGMediaPrivacy Gate.(n.d.-b). https://
www.volkskrant.nl/nieuws-achtergrond/ing-intensief-
betrokken-bij-financiering-van-omstreden-wk-in-
qatar~b4190040/
ING’s Unsustainability

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Client Meeting 1
ING’s Goal:
Geteveryoneinthispyramidonelevelu
Howmightwefacilitatebehavioural changeto achievefinancialand
environmental sustainability amongstINGcustomers using variouswidgets?
Deliverables
Awidgetsyste
Valuablecontents
Target group:
Everyretailcustomersin theNetherlands (60,000users)

Project Goal
Behaviouralchange

Location OF WIDGET in ING app
“Start”screeniswhereweelevatewhat’s importantforyou.Various
widgetscombinedwithtoptasks willprovide timely andrelevant
information and actions thatcannotbemissed.

Definition of Widgets by ING: 
Snackableand actionable blocksthatguideyou orgive youaninsight. the
widgetsarepersonalizedandtimely,giving you asnapshotofwhat’s important
foryouatanymoment.
Flavors of widgets
Insight visualizatioN,usersfinancialdat
Knowledgestories,quizzes, videos andarticle
Challenge(goalsfor habitcreation andbehavioral change) 

Principles of widgets
Timel
Transparenc
Relevanc
Others(opento new ideas fromus)
Wehadadebriefing sesionwiththeINGresearch
team,thedesignteam, andtheteamleadattheir
Bijlmerarenaoffice.

Questions we asked ING
131

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Client Meeting 1 Cont’d
Barriers ING identifies in users regarding
sustainability
Their current design for the “Start”
screen in the ING app and the new
design for the Start screen the ING
design team is working on.
ING Financial Pyramid for users
ING’s expectations of us from this project
132

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Client Meeting 1 Cont’d
During the Debriefing, we took a break and took some pictures together with 2 of the ING team (Ines and Freek)
133

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Assumptions
Wewentaheadtodefineour
assumptionsasateam.Thatis,
whatweassume istrueabout
INGbasedonwhat wehave
heardsofarfromthem.

This modelwasused asabaseto
defineourriskiest assumptions,
soas toensurethatwevalidate
theseassumptionsaswe
progressinthisproject.

134

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Research Questions
Basedontheidentified assumptions
we have.Wetooka stepfurtherto
draftquestionsthatwewillfurther
ourresearchin.

Thesequestionswere also
categorizedbasedonthe“methods”
we willusetoanswerthese
questions.Whichvaried from
interviewswithrealusers;toasking
ourclient(ING);andcarryingout
furtherliterature/articleresearch.
135

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Research Questions - Interviews
Basedonthequestionswestillneeddto
confirmandascertain.Wefurtherdeveloped
interviewquestionsthatwillbeusedfor
interviewingusers.
136

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Research Questions - Interviews 1
Wecarriedoutourinterviewsonthe
street.Interviewing 10people,usingany
kind ofbankingapps, bothyoungandold
(ages 17-57 years).

The interview locationswasattheAlbert
HeijnstoreatWibaustraatandthe
AmstelStation.
137

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138

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139

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Research Questions - Interview insights
Mostinterviewees
Areconcerned aboutclimatechang
Aremotivated todosomethingaboutclimatechangebyseeing
the effects(newsitems,visitingasmogcityinChina
Don’tknowhowlargetheirCO2footprintis
Don’tfeelwellinformedinsustainability.Theydon’tknowwhat
more theycan dothantheyaredoingnow:separatetrashand
takingthetrain orbike,buyingsustainableclothes
Areinterested insavingforlater,butnotallofthemareableto
Dotrusttheir bankonfinancialadvicelikesavingtips,because
theyarean expertinthis
Don’ttrusttheirbankonenvironmentalsustainabilitybecausethey
feelthattheirbankisn’tsustainableandaren’texpertinthisfield
Wanttouse theirbankingappforpaymentsonlybecausethey
don’ttrusttheirbankwithprivacyandsensitiveinformation.
140

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Interviews Quotes
Thesearesomeofthe quotesfromtheinterview
conducted.
Ohhno,Idon'ttrustbanks.Financialsituationorganizations.Weareforcednowtodealwithbanks,butit'scometo
mydecisioneithertoputmymoneyinthebankorformyself,Iwouldchoosemyself."

Adam

No, theyhaveotherqualitiesandfindmakingmoneymoreimportant thansavingtheenvironment.SoitthatcaseI
wouldn'ttakeadvicebutinthecaseofsavingIwouldtake advise.Butmaybeitcrosses."

Benjamin

Ibikealot,I don'ttravelalotbyplane,Iprefertravelingbytrain,not becauseespeciallyofsustainability.Idon't
recycle.Iactuallydon'tdoalot.But alsobecauseIdon'treallyknowwhatIcando.IknowIcanrecycleandtake
thebikeorbusinsteadoftheplanebut that'saboutit."

Isaiah

141

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Research - Reviewing past ING projects
(Project S - Planet Points)
Knowingfullywellthat ourprojectisanadditional
layertothepastprojectsofINGinthismasters.
Wewentaheadtoreachouttothepastteams
and gottheirnotes. Wefocusedontheresearches
they carriedoutand drewsomeinsightsfromit.
Insights useful for our project
References
Cogo.(n.d.).Whywe needto talk aboutcarbonliteracy.https://
www.cogo.co/post/why-we-need-to-talk-about-carbon-literacy 142

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(Project S - Planet Points) 2
References
Bell,J.,Poushter,J.,Fagan,M.,Huang,C.,&Greenwood, S. (2022, March22). In
Responseto ClimateChange, Citizens inAdvancedEconomiesAreWilling To Alter
HowTheyLiveandWork.PewResearch Center’s Global Attitudes Project.https://
www.pewresearch.org/global/2021/09/14/in-response-to-climate-change-
citizens-in-advanced-economies-are-willing-to-alter-how-they-live-and-work
Cogo.(n.d.).Whyweneedto talk aboutcarbonliteracy.https://www.cogo.co/post/
why-we-need-to-talk-about-carbon-literacy
Insights useful for our project
143

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Some useful quotes from their research interview
144

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Interview insights
Notallparticipantshaveanunderstandingoftheircarbonfootprint
Theyaremotivatedtochooseplanet-friendlyoptionsiftheyhavediscountsonsustainablepurchases
Theyaremotivatedwhenthebankispartofthechange
Theyareopento livemoresustainablyiftheyhavemoreguidanceonsustainability
Youngadults,who havebeenattheforefrontofsomeofthemostprominentclimate changeprotestsinrecentyears,aremoreconcerned
thantheiroldercounterpartsaboutthepersonalimpactofawarmingplanetinmany publicssurveyed.(pewresearch.org)
Cogo’sresearchrevealsthatthehighersomeone’scarbonliteracy,thegreaterthelikelihoodofthemtakingclimateaction.(cogo.co)
Participantsare motivatedwhentheyseepeopleclosetothemdothesame.(thinkinsights.net)
Conclusions:
145

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(Project S - ING Quest) 1
Benchmark Creations from competitors that can be
used in our designs
Insights
If we were to choose the age group of
children and teenagers as the target
group, it’s important for us to design
using simple and easy to understand
financial terms
Also, It’s important that we let our users
be aware of how their bank are also
involved in sustainability - keeping it
transparent.
146

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Some useful quotes from their research interview
References
Worldeconomicforum.(2017).Meetthe doughnut:the neweconomicmodel
thatcould helpendinequality. https://www.weforum.org/agenda/2017/04/the-
new-economic-model-that-could-end-inequality-doughnut/
Insights
Discussions on finances are tagged as personal
Sustainable actions taken are the general actions such as
Biking, public transportation, Use of solar, etc. Most people
are not aware of what more to be done on this subject
The integrity of the bank matters. Users are influenced to
take more steps in sustainable actions if their bank is
involved and are transparent about it.
147

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Conclusions:
Theyoungergenerationareopentolearningaboutfinancialandenvironmentalsustainabilityinafunway-useofGamification
TheINGBrandperceptionbyitsusersmatters.Itwillnaturallydriveitsuserstodothesame-besustainable.(DoughnutEconomy)

90%ofGenZ(1997-2012)believecompaniesmustacttohelpsocialandenvironmental issues.
Usersaremotivatedwhentheirbankistransparentintheiractions.
Interviewinsights
Participantscurrentlyhavesomewayof livingsustainably-recycling,investmentinsolarpowerpanels,buysecondhandclothes,travel
bytrain andbike,reachouttoorganizations
Participantbelievehavingmoneyatthebankshouldn'tbetheendgoal
ParticipantbelieveFinanceisnotatopictodiscusswithyourfriends,it'ssomethingquitepersonal"
148

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(Project M - Climate Crew)
Some insights from their research survey
Insight from ING data
Fig 1 (Source: ING)
149

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Research - To Define Target Group
After reviewingthepastINGprojects,Icarriedoutmore
research,reading3 articlestofurthernarrowdownour
targetgroupforthisproject.
Insights
Frequent users of banking apps are
within the ages of 18-35 years.
References
White,A.(2023,March1).MillennialsandGenZarethemostlikelytousemobilebankingapps—here’swhy,plusbudgetingtips.CNBC.
https://www.cnbc.com/select/why-millennials-gen-z-use-mobile-banking-apps
OnovativeMarketingTeam.(2022,April 25).27%ofSmartphoneOwnersUseaMobileBankingApp-Onovative.Onovative.https://
onovativebanking.com/only-15-percent-of-bank-customers-use-a-mobile-banking-app-56-of-americans-own-a-smartphone
Statista.(2022,November15).Online andmobilebankingusageintheNetherlands2022, byage.https://www.statista.com/
statistics/575490/share-of-individuals-using-internet-banking-in-netherlands-by-age-group/ 150

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Research (Validating Assumptions)
After drawinginsightsfromthe
interviews,andreadingthroughthe
researchesthatthe previousteamsin
INGprojectS&Mcarriedout.

Wetookit astepfurthertomatchthese
answers(insights)toourexisting
assumptionsintheassumptionfinder
chart.Startingfromthe“riskiest”tothe
“low risk”

This wasdoneso astovalidateor
disproofanyofourearlierassumptions.
Also,tocheckifwe had answerstoall
oftheseassumptionsorweneedto
carryoutfurtherresearch.Beforegoing
into theideationphaseofthisproject.
151

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152

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153

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Insights:

Carrying out this exercise, helped to
validate our assumptions. Most
especially the 2 riskiest assumption.
Now we know that users don’t trust
their bank (ING being a part of it), in
environmental sustainable advice.
And they are motivated by rewards
and discounts.
154

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155

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Stakeholders Map
Furtherdowninourproject,wemappedthe
stakeholdersforthisproject.Thisisforusto
understandwhothekeystakeholdersofour
projectare.Also,useful forustobeabletoidentify
those onthismapthat aremostinvolved inthis
projectandweneed toconstantlycarryalongat
everyphaseofthisproject(“the involved”).

Whilewedon’tlosesightoftheotherpart-those
thatareindirectlyinvolved(theyaretheoneswe
called“the informed”.

Thesetwocyclesalllinksbacktous(“the team”)
whichisatthecore ofthismap.

WeseeINGasapart ofourcoreteambecausewe
are designingapart ofthenewdesignthatthe
INGdesignteamisworkingon.Also,wewillbe
designingwiththeirINGdesignguidelinesusing
their existingsystems-typography,colours,
layoutsetc. 156

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Feedback session (ING Team)
WealsometwiththeINGteamweekly.Mostly3
ofthem(Freek,Ines, Filip).

After wedidtheassumptioncheckandalso
sharingtheinsightswe hadgatheredfromour
researchsofar(Interview,Projectsreviewsand
deskresearch),theygaveusthefollowing
feedback.Thisformedthebasisofournextsteps.
157

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Feedback session with Project L
Coaching Agency
Inthisproject,wehadweeklymeetingswith Hike
One, whoisourcoachingagency.Wemetwith
HylkeandLena.

Beforeweproceeded totheideationphaseof our
project,ourcoachesgaveusefulfeedbacktoour
researchprocesssofar.

Thesefeedbacksformedthebasisofour next
steps forthisproject.
158

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Drafting Research Questions
BasedonthefeedbackwegotfromING
and HikeOne,weproceededtodoing
moreresearch.Usingthesequestionsas
abasetowhatwewere researching
about.
159

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Research (Sustainability Themes)
As importantasfocusingonfinancial
sustainableisand especiallyfromthe
researchwehavegatheredthatusers
are moreopentoadvicesonthisinstead
ofenvironmentalsustainability.Westill
wantedtotakeitastepfurtherto
explorethelinkbetweenthesetwo.If
thereisawaytomake theuserbecome
moreenvironmentallysustainablewhile
ensuringitmakesthemfinancially
sustainableto(helpsthemsavemore)
Asiteforgeneraladvices
onsustainableliving,and
consumption. Anopensiteforpeoplein
Netherlandstoask
questionsonhowtobe
sustainable.
Anopensiteforgreen
(sustainable)budgetingtips
Sustainable living
References
MinisterievanAlgemeneZaken. (2019,June 7). Hoe kanik duurzaam consumeren?
Rijksoverheid.nl. https://www.rijksoverheid.nl/onderwerpen/duurzame-economie/
vraag-en-antwoord/hoe-kan-ik-duurzaam-consumere
MinisterievanEconomische ZakenenKlimaat. (2022, October 13).Home- Iedereen
doet wat.https://www.iedereendoetwat.nl
MilieuCentraal.(n.d.). Budgettips: groenengoedkoop. https://www.milieucentraal.nl/
geld-besparen/budgettips-groen-en-goedkoop/ 160

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Research (Sustainability Themes)
Asiteforgeneraladvices
onsustainableliving.
Anopensiteforpeoplein
Netherlandstogetadvice
onhowto besustainable
intheirhouses.
AnsiteonCO2emissions
andhowwecontributetoit
viathedifferentmeansof
transportationwetake.
Sustainable living
References
Thuis|Zetookdeknopom.(n.d.). https://zetookdeknopom.nl/thui
Verbeterjehuis-MilieuCentraal.(n.d.).https://www.verbeterjehuis.nl
MilieuCentraal.(n.d.-b). Fiets, ovofauto. https://www.milieucentraal.nl/
duurzaam-vervoer/co2-uitstoot-fiets-ov-en-auto/ 161

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Research (Data Security)
Surveycarriedouton
consumers-peoplewhoare
intodigitalbanking.Exploring
waysthey carryouttheir
transactionsandtheirconcerns
ondatasecurity
Data Security
References
Pymnts.(2022,August12).PYMNTS Intelligence: Why DataSecurity Is Keyto
ConsumerTrustinDigital-Only Banking. PYMNTS.com.https://www.pymnts.com/
digital-first-banking/2022/pymnts-intelligence-why-data-security-is-key-to-
consumer-trust-in-digital-only-banking/
Thesubjectoftrust wasalsopartofwhatweresearched
on.Wediscoveredinthepastresearchescarriedoutthat
users don’ttrusttheirbankwiththeirdata. Andtheydon’t
seethebankasbeing transparent.Oneof thepeoplewe
interviewedfeared thatherdatawillbesoldout.Andif
we wantusersto use ourproduct(interactwith the
widgetswecreate) thenthistopicoftrusthastobe
furtherdelvedinto. Andtackled.

AlsoinourconversationwithINGwhenwementioned
this tothem.Theyweresurprisedthatsomeof theirusers
feltthisway,because theyarekeenaboutthesecurity/
safetyofthedata theycollectfromtheirusers.Also,
duringourresearchcoachingwithMarije,sheadvised
thatwecarryout moreresearchonthissubjectofusers
trustingtheirbanks.
“Raisingconsumerawarenessofdigital
securitymeasurescouldgenerate
greatertrust.”
Insight:
162

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Research (Data Security) 2
Surveycarriedoutonconsumers-
peoplewhoareintodigital
banking.Exploringwaysthey
carryouttheirtransactionsand
theirconcernsondatasecurity
Data Security
References
Van Zeeland,I.,&Pierson,J.(2021). InBanks We Trust:Banksas Custodians of
PersonalDatainOpen Banking Ecosystems.SocialScienceResearchNetwork.
https://doi.org/10.2139/ssrn.389640
Lake,R.(2021, April5).IncreaseInDigitalBanking RaisesConsumerData Privacy
Concerns:HowTo ProtectYourself. Forbes Advisor. https://www.forbes.com/advisor/
banking/digital-banking-consumer-data-privacy-concerns/
Insights:
163

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Research (Young Adults and their
Finances)
References
Jongerenenhungeld-Nibud.(2023,May12).Nibud.https://www.nibud.nl/dossiers/jongeren-en-hun-geld
DPGMedia PrivacyGate.(n.d.-c).https://www.ad.nl/geld/te-weinig-kennis-van-geldzaken-bij-jongeren-willen-beleggen-
maar-weten-niet-wat-een-aandeel-is~abce87d2/?referrer=https%3A%2F%2Fwww.google.com%2
“Jongvolwassenenhebbenmoeitemetfinanciëlebegrippen.”(n.d.).MarketingTribune.https://www.marketingtribune.nl/
content/nieuws/2022/11/jongvolwassenen-hebben-moeite-met-financiele-begrippen/index.xml
Insights:
Insights:
According to Nibud (2020) 55% of students are sometimes or
regularly short of money
According to BKR Debt Monitor (2019), there is a 70% increase in
the number of young people under 24 with debts in the past five
year
According to Nibud (2021) one in three mbo students miss out on
more than €1,000 per year because they do not apply for care
allowance
164

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Finances)
Insights: Insights:
References
DPGMedia PrivacyGate.(n.d.-e).https://www.volkskrant.nl/economie/eenderde-van-de-
jongeren-zegt-in-onderzoek-niet-of-nauwelijks-rond-te-kunnen-komen~bd4b13c7
Van Den Berg,A.(2019).Ben jijrijkerdanje leeftijdsgenoten?Ditis het vermogenpergeneratie.
BusinessInsider Nederland. https://www.businessinsider.nl/rijk-generatie-welvaart-vermogen/ 165

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Finances)
Insights:
References
RapportJongvolwassenen en hun financiëledoelen(2022)- Nibud. (2022, May 19).Nibud.
https://www.nibud.nl/onderzoeksrapporten/rapport-jongvolwassenen-en-doelen-2022/
166

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Finances)
Insights:
References
PricewaterhouseCoopers.(n.d.). UitkomstenWorkforce Preference Study 2022.
PwC. https://www.pwc.nl/nl/actueel-en-publicaties/diensten-en-sectoren/people-
and-organisation/jong-talent-heeft-meer-behoefte-aan-financiele-zekerheid.html 167

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Defining our Target Group
Basedontheresearchwehavecarriedoutso far,we
sawapatternofinterestthatyoungadultsaremore
inclinedtothesubject of“sustainability”.Also, foundout
thattheyarealso moreopentochange.Andsinceour
projectgoalisfocusedon“behaviouralchange”,itis
importantforustoconsiderthesetofpeoplewhpare
moreinclinedtochangingtheirbehaviourfirst.
ING banking app users between 18 and 35 years

Why?

Outcomesfrominterviews
Youngerpeoplearemore openfor advic
Youngerpeoplearemore concernedaboutsavingmoneybecause they still
havetheirgoalstoachieve.

Outcomesfromsources
Youngadultsaremoreconcernedthantheir oldercounterparts aboutthe
personal impactof awarmingplanetinmany publicsurveyed
70%ofalluserswhouses the insight-featureisbetween18and35years
ol
Ages15-34 yearsarethelargestpercentage of usersthat usesmobile
banking. (Ref:Digital Banking Trends2023
In 2022,overall,85.7 percentof Dutchindividualsused onlineor mobile
banking. Youngerpeople agedbetween25and 35years were more likely to
go onlineormobilefor bankingservices
168

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A change in our design approach (1)
Initially,wewanted tocreate4designsthatwillbringeachfinanciallevel
up,fromthefinancialpyramidINGgaveus. Thismeansthatthoseinthe
“stresslevel”willcomeuptothatofthe“day-to-day”.Thatofthe“day-to-
day” tothe“resilience level”.Thatofthe“resiliencelevel”tothatofthe
“confidencelevel”. And thatofthe“confidencelevel”tothatofthe“care
free”.

Butatthispointinourdesignprocess,having metwithINGagain,wewere
advisedtoworkonthe first2layersgettingthemupthepyramid.That
way, ourdesignsforthesetwolayerscanbereplicatedwithtimeforother
levels.Andconsideringthetimeconstraintin theexecutionofthisproject,it
was mostfeasible forustoalsonarrowitdown.Also,thesefirst2layersat
the baseofthepyramid arethosewhosecurrentfinancialhabitsneedhelp.
Source: ING
ING banking app users
between 18 and 35 that are
in the "day to day" and
"Resilience" Phase.
Our new design focus
169

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A change in our design approach (2)
Anotherimportantdecisionwemadein our designprocesswasalsochoosingasideofthe “sustainability”thatisstatedinourprojectbrief.

Andbasedonthe researchwehadcarriedoutsofar,itisseenthatpeopleareopentoadvicesfromtheirbankonfinancialrelatedmatters.
Ifitisoutofthisscope,theybelieveitisathreattotheirprivacy.

Hence,wedecidedto changeourdesignchallengetothis:

“How might we facilitate behavioural change to achieve amongst ING customers using various widgets?”

financial sustainability
170

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Defining the Layers
After wedecidedto goforwardwith“financial
sustainability”,itwasoneofthefeedbacksfrom
INGforustodefine the layersbeyond“worker”
and “student”.

Hencewedecided toconsidereachintwo
categories
FinancialstableStuden
FinancialUnstable Studen
Financialstableworke
Financialunstableworker

Adecisionwasmade herenottocallthe layers
“rich”orpoor.Instead tousetheterm
“financiallystable”and“financiallyunstable”
becauseitmightbe offensivetocallsomeone
“poor”.Also,usingunstableinsteadshowsthey
canbehelpedratherthanstigmatizedbythe
amounttheiraccountbalancereflects.
References
HGCRedactie&HGCRedactie.(2022).Wanneer benjerijk? Inclusiefcijfers!
HetGeldCollege.nl.https://hetgeldcollege.nl/wanneer-ben-je-rijk-inclusief-cijfers
DeRaab,J. (2022, October26).Hetmediane vermogenvanNederlanders pergeneratie|
MANMAN.MANMAN. https://man-man.nl/gemiddelde-mediane-vermogen-van-
nederlanders-per-generatie
Centraal Bureauvoor deStatistiek.(2022, September14). Studieschuldblijfttoenemen.
CentraalBureau Voor DeStatistiek. https://www.cbs.nl/nl-nl/nieuws/2022/37/
studieschuld-blijft-
toenemen#:~:text=Begin%202022%20bedroeg%20de%20gemiddelde,op%20basis%20v
an%20nieuwe%20cijfers.
171

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Defining the Layers (What is their
current behaviour?)
Wealsoworkedondefiningtheircurrent
behaviour.Andthiswasdonebecausewehad
chosentoworkwiththe“BehaviourDesign
Canvas”inourearlierresearchonthemodels
usedforbehaviourchange.

This Designcanvasrequiresthatwedefineor
atleastbeawareofthe“Currentbehaviour”of
the userswearedesigningfor.Andfromthe
currentbehaviourswecandesignabridgethat
gets themtoour“Desiredbehaviour”forthem.

References
EarlierResearc
ING layersdefinition
Financially Stable Students
172

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current behaviour?) Cont’d
References
EarlierResearc
Financially Unstable Students
173

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current behaviour?)
References
EarlierResearc
Financially Stable Worker
174

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current behaviour?) Cont’d
References
EarlierResearc
Financially Unstable Worker
175

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Personas
After thelayerswere defined,wewentfurther
ontocreateapersona each,asa
representationofthe setsofusersinthese4
categoriesthathasbeendefined.

References
Earlierresearch- Aquotefromourinterviewees 176

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Personas (A change in our approach)
Wemetwithourresearchcoaches-Hike
one, forourweeklymeetingstosharethe
progressofourworkwiththem.Oneof
the feedbackwasforustoaddfinancials
toachofthesepersonas.Itwasimportant
forustotakeitastepfurtherandlooking
atitfromthelensesoftheirpossible
income,expenses.So astounderstand
their financialsituations.Andfromthis,
we cancreateadesignthatisnarrowed
downandbasedonmorefacts,sinceour
new designchallengeisonfinancial
sustainability.
177

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Personas (A change in our approach) Financially Stable Worker
References
Watkosteenhond?(n.d.).Pedigree®.https://www.pedigree.nl/een-nieuwe-hond/voorbereidingen-voor-je-nieuwe-hond/wat-kost-een-
hond#:~:text=Verzorgingskosten%20van%20een%20hond,of%20extra%20kosten%20bij%20ziekte
Kosten vanenergieenwater-Nibud. (2023,April21).Nibud.https://www.nibud.nl/onderwerpen/uitgaven/kosten-energie-water
VanOmmen,F.(2021).Hoeveelbetaaljeinjelevenaantelefoonkosten?ZakenreizenMetGemakMetTipsOverTankpas,Leaseauto,
HandigeApps! https://www.tankpas-aanvragen.nl/smartphone/hoeveel-betaal-je-in-je-leven-aan-telefoonkosten/
#:~:text=Gemiddeld%20betalen%20we%20in%20Nederland,onderdeel%20van%20de%20totale%20telefoonkosten
WaarominternetinNederlandrelatiefduuris-Kassa-BNNVARA.(n.d.).Kassa.https://www.bnnvara.nl/kassa/artikelen/waarom-
nederlands-internet-relatief-duur-i
Veul,R.(2023,March15).Watzijndegemiddeldeuitgavenpermaand(uitgesplitstnaartypekosten)?Mortgage.nl.https://
www.hypotheek.nl/nieuws/geld/gemiddelde-uitgaven-per-maand-huishouden/
#:~:text=1%20persoon%3A%20%E2%82%AC%20237,kind%20van%209%2D13%20jaar
woonverzekeringvergelijker.(n.d.).https://www.pricewise.nl/vaste-lasten/
#:~:text=Zorgpremie%3A%2054%25%20van%20de%20Nederlanders,%2C%2D%20uit%20aan%20verschillende%20verzekeringen
24baby.nl.(2022,December27).Kinderopvangenkinderopvangtoeslag.24Baby.nl.https://www.24baby.nl/baby/kinderopvang/kosten-
kinderopvang
NurseAverageSalaryinNetherlands2023-TheCompleteGuide.(n.d.).http://www.salaryexplorer.com/salary-survey.php?
loc=152&loctype=1&job=865&jobtype=3 178

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Financially
Unstable Worker 179

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Personas (A change in our approach) Financially Unstable Worker
References
Researchreferencesforthe“Financiallystableworker”
Beveiliger:vacatures,opleiding,salarisenmooiekansenvoorjou.(n.d.).Randstad.https://www.randstad.nl/functies/
beveiliger#:~:text=wat%20verdien%20je%20gemiddeld%20als,25.777%20euro%20bruto%20per%20jaar.
180

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Financially Stable
Student 181

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Personas (A change in our approach) Financially Stable Student
References
Zorgtoeslagvoorstudentberekenen|Studentenverzekering.nl.(2022,December15). Studentenverzekering.nl.https://
www.studentenverzekering.nl/zorgverzekering/
zorgtoeslag.html#:~:text=Je%20hebt%20een%20laag%20inkomen,bezitten%20om%20zorgtoeslag%20te%20krijgen
Health Insurance -ZEKUR.(n.d.).https://www.zekur.nl/health-insurance?
gclid=Cj0KCQjw8qmhBhClARIsANAtbod74KyHnLOgJqqIFIm59LB1c39S8PhmajQ9s_ETZdHs4eqozC6m_WoaAqYxEALw_wc
JobsforStudentsintheNetherlands-Apply&Studyin|Universities.(n.d.).https://www.rocapply.com/study-in-netherlands/about-
netherlands/jobs-for-students-in-the-netherlands.html?utm_content=cmp-true
182

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Financially
Unstable Student
References
Earlier Research- CBS
183

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How might we?
Basedonthe“Goals”and“Fraustrations”ofeachpersona(usergroup),thehowmightwe questionsweredrafted.

This wasdoneinorderforustoideatebasedonthesequestions.Comingupwithpossibleideasthatcanbeusedtoachievethesequestions.
184

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How might we? 2 Financially Stable Worker
Financially Unstable Worker
Wevotedforthe“howmightwe”questions thatis
mostrelevant.Hence,theonesinorangewerethe
ones weproceeded withinourideationphase.
185

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How might we? 3 Financially Stable Student
Financially Unstable Student
186

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Sketches (Crazy Eight)
Fromthehowmightwequestionswedecidedon,we
wentontocreatingsketchesofpossiblewidget
designswecanuse. Eachhowmightwequestion
was timed.Anddone inaspaceof1min.

After this,wealltalkedaboutwhatwesketchedand
from gettingthecontextofwhatwasshown, we
votedonawidgetthat couldfitasasolution tothese
how mightwequestionswewereusingasaguide.
187

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Sketches (Crazy Eight) 2
188

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189

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190

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Client Feedback (ING)
In-between oursketchingexercise,wehadameeting
withING(theweeklyclientmeeting)andwegotthe
followingfeedbackfromthem.
191

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User Journey Maps 1
BasedononeofthefeedbackfromING
orus tofurtherbreakdowneach
personasjourneyandtovisualizeit.We
wentaheadtocreatejourneymaps.
This wasakeypartofourproject,asit
did helpusdigdeeperintohowthe
expensesofeachusergroupchanges
and alsoshowedusareas
(opportunities)wherewecancomein
and curatedesignsfor.
Financially Stable
Worker
192

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User Journey Maps 2
Financially Unstable
Worker 193

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User Journey Maps 3
Financially Stable
Student 194

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User Journey Maps 4
Student 195

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Sketches 2
Financially Stable
Worker
After thejourneymapping
exercise,wedidanother
sketchingexerciseusingthe
crazy eightmethod,by
timingeachweek’ssketches
thatwedid.Theapproach
we usedwasdifferent in
someways.aswehadto
designwidgetsthatwillfit
into theopportunitieswe
have cometoidentifyineach
week.Within3minutes.
196

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Sketches 2
Worker 197

Widget system
Sketches 2
Financially Stable
Student
198

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Sketches 2 Cont’d
Student
199

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Sketch voting
Financially Stable
Worker
Weallvotedonthesketches.And
the mostvotedwidget sketches
werecompiledtogether.
200

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Sketch voting Cont’d
Worker 201

Widget system
Financially Stable
Student
202

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Student
203

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Mobile Design Inspirations (Banking app) 1
Checkingexisting conventionsfordesigningbankapps
helpedustostructureourwidgetdesignsusingexisting
conventions.

Thegoalofourdesign:

Todesignwidgetsthat are“useful”totheuserand
“usable”.Thesetwo goalsisachieved,whentheuser
interactswiththewidgetsmoreoftenandovertimethe
behaviouroftheuserisimpactedandthatcangetthem
toouroverallgoal-Foreachusertobecomemore
financiallysustainable.
References
ING Bankappconcept. (n.d.). Dribbble.https://dribbble.com/shots/18751539-
ING-Bank-app-concept#
Display of expense progression
204

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References
Bunq App
Display of monthly
overview
205

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References
Revolut App
To monitor savings
progress
206

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Mobile Design Inspirations (Money Saving app)
References
Dyme App
To analyze expenses
207

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Mobile Design Inspirations (Money Saving app)
References
Dyme App
Shows budget progression
208

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ING Style Guide 1
References
ING
209

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ING Style Guide 2
References
ING
Colour Guide
210

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ING Style Guide 3
References
ING
Colour Guide
211

Widget system
ING Style Guide 4
References
ING
Colour Guide
212

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ING Style Guide 5
References
ING
Typography
213

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ING Style Guide 6
References
ING
Typography
214

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ING Style Guide 7
References
ING
Typography
215

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ING Style Guide 8
References
ING
Typography
216

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Our Design Concept 1
Set A budget
This conceptisforeachINGusertobe
able toself-trackandmanagetheir
financesontheappeffectively.Hencewhy
itis called“self-management system”
217

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Keep track of expenses
218

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Get notified on your budget progress
219

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Value Proposition 1
Enable self-management
Theuserisableto seethecategoryof their
budgettheyarenotdoinggreatatandcan
takesomeactions basedonthis.
220

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Value Proposition 2
Makethehardstepseasier
Theusercanedittherecommendedbudget
orthebudget theyhavesetforthemselves
aswell.Alsowegivesuggestions while
editing,sothattheyknowwhatis feasible
fortheirincomecategory.
221

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Value Proposition Cont’d
ProvidePersonalizedActions
The user when viewing the monthly expenses
overview at the end of the monthly financial
cycle we have mapped out in the personas
earlier, will see some savings insights for them
to be aware of possible ways they can save
more and spend less. This insight is specific to
eachuser.
222

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Value Proposition 3
PreventFinancialErrors
The user is notified when he or she is over-
spending so that they take action to reduce
their spending, because if their spending
pattern doesn’t change, they would be left
with nothing before the end of the month. Or
withouta savingsat theendofthemonth.
223

Widget system
Usability Test Preparation 1
The schedule of the participants we will be
testing with, was sent to us by the ING
research team. And initially it was supposed
tospanfor2days(20th-21stApril).
User Testing Schedule provided
by ING Research Team 224

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TestScript(Worker)
Link to full test script
225

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TestScript(Student)
Link to full test script
226

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Storyboards 1
Inpreparationfortheusabilitytest,and
basedonafeedbackwegotfromHikeOne
duringourweeklymeetings.Wedecidedto
createstoryboards, tomaphowweenvisage
the usertojourneythroughourprototype.
Creatingpossible scenariosandtellingthe
storiesofthesedifferentscenarios.

This scenarioswere implementedinthe
promptsweusedat thestartofourprototype
and alsothroughthetaskpromptsaswell,to
givethetesters(participants)contexttowhat
they aredoingand alsoclarifyingthatthey
are workinginashoesofapersonacharacter
we havecreated.
Linktoother storyboardsforworkers
227

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Storyboards Cont’d
Linktootherstoryboardsforstudents
228

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Reviewing our Designs 1
As weapproachedtheusabilitytestdates,wereviewed
ourcurrentwidget designsusingabehaviouralchange
modelcalled“ ”

Itwasimportantforustodothis,becauseasgoodas
focusingonfinancialsustainabilitysinceeveryuser
eventuallygetstobenefitfromit.Beyondthe2base
layersofthefinancialpyramidwefocusedon.Itisalso
importantthatwe donotlosesightofakeychallengeof
ourbrief-“ ”,hencethereasonwe
exploredthismodelandusedittoreviewour widget
designs.Also,toassessthatatthevariouslevelsofthis
model,thatwehavea widgetdesignedtomakethis
changeshappen.
BehaviouralLenses
Behaviourchange
References
Hermsen,S.(2019). Behavioural Lenses Approach. TheBehavioural
Lenses.https://doi.org/10.17605/osf.io/6frsy 229

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230

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231

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232

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233

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234

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Adding New Design (Budget Screens)
Whilereviewingourdesigns,werealizedtheneed
forustocreateamoneymanagementtool-
budget.Hencewe carriedoutaquickideation
sessiononhowwe wantedthiswidgetto look
like.
The designs we decided to use
235

Widget system
Usability Test 1
During the Test
This was conducted with 12 participants, who are
existing users of ING app. They have different
financial situations as well and they fall into either
categories of Financially stable student; Financially
unstable students; Financially stable worker;
Financiallyunstable worker.

Location-Microsoft Teams

Duration of test-1houreach

Test days-19th-21st ofApril,2023
236

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Usability Test 2
DuringtheTest
237

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Usability Test Cont’d
During the Test
238

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Prototype 1 (Worker)
Link to Prototype
239
Fig.1 Fig.2

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Prototype 1 (Students)
Link to Prototype 240
Fig.1 Fig.2

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Usability Test Results
The feedback of the participants to the task prompts
and overall feedback, were documented in a figma
Jamfile.
Link to Fig-Jam File
241

Widget system
Compiling Usability Test Results
Thesefeedbackwere collated
togetherandwasspread across
the keycategorieshighlightedfor
thesetest.

E.g.Setupabudget; savingtips
etc. Thiswasdoneinothertoable
toimplementthesefeedback
accordinglyoneaftertheother.
242

Widget system
Usability Test 1 Quotes
Some -

“I want to opt-in or it
should be in another
screen”
Most -  
“This makes me
uncomfortable, it is too
close to my personal
life.”
Most -  
“I Understand the data, but
prefer the Budget widget”
Most -

“Useful, but most useful
with money to save”
243
Fig.1 Fig.2
Most -

“This comparison is not
relevant, everyone is
different”

Widget system
Usability Test Quotes 2
Most -  
“This is useful; Easier
to use, it has less
screens but it needs a
confirmation screen /
passcodes”
Some -

“This is not so relevant for me, I have a preference
to get feedback on my spending pattern.”
244
Fig.3 Fig.4

Widget system
All -

“It is useful to get a
recommended budget,
but give info on what
data it is based”

Some -

“I have difficulty in
understanding the
terms Fixed and
Spendable income ”
Some -

“I want fewer screens
to edit budget”
245
Fig.5 Fig.6

Widget system
Some -

“Give the possibility to edit
incorrect predictions”
Most -

“Unnecessary, would
rather use YouTube.

Some -

“Nice; More info on
Ingredient and cost”
All -

“This is useful, but make it
actionable - include link ; auto-
calculator; Financial comparison”
All -

“Surprising; doesn’t fit into bank
app; Like to save on groceries”
246
Fig.7 Fig.8
Fig.9

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Most -

“I Prefer this design
with less screens
(easier and faster), I
want it same week
when I get paid.”
Most -

“This comparison is
not relevant,
everyone is different”
Most -

“This is useful seeing
the progress”
247
Fig.10 Fig.11
Fig.12

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Usability Test Conclusion
Budget
Savings
Environmental Sustainability
Budgeting is done differently - Gut feelings; Monitoring expenses on paper and
balance; use of separate accounts for each expenses.
Most -

They know what they can do about living sustainable, but are not aware of
their CO2 footprint.

Some -

Want to do more but don’t know how.
Savings is important. They have different money management habits - based
on past experiences, upbringing.
248

Widget system
Usability Test Insights
Thesearethekeyinsightswegatheredfrom
the 1stusertesting resultsthatwasgathered.
Insights
Mostparticipantsliketo personalise whichwidgetsthey get tosee andin
whatorder.
Participantsaren’tlooking fortips to be moresustainable intheir banking
app,onlyifit’srelevant to save some money.
Mostparticipantsfoundit thatINGprovidesa
forthem.
useful recommended budget
Mostparticipantsareinterestedin settingupsaving goal(s). Especially the
daythattheygetpaid.
Savingmoneystraight away is afeaturethatmost participants
andit encourages them to save. 
appreciatea
lot
Mostparticipantsliketo getremindedwhen some peoplehaven’tpaidtheir
payment request, they also wantto seewho didn’tpay yet.
249

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Guiding Principles
Theseguidingprinciplesarebasedontheresearchwehadcarriedoutsofaronbehaviouralchange,andtheinsightsgatheredfromthe
usabilitytesting,
Provide personalised self management
INGusersallhavetheirownmoneymanaginghabitsandwould
liketocontinuethese.However,usersareopentoreceivemore
toolstooptimize theirself-managementtechniques.
Make the hard steps easier
Determiningpersonal budgetscan beahard,providing
recommendedbudgetshelps users to quickly gothroughthis
process.Also savingcanbe easierby aquickreminder after
receivingsalary.
Be transparent
Whenevergiving adviseorshowinginsights, betransparenton
whatinformationthisisbased.Usersneedtounderstandthe
contexttodecidehowrelevantitistothem.
Prevent financial errors
Usersarekeento getremindersifthey go overbudgetorwhen
someoneowes them money. Preventing errorsimprovestheability
ofself-management.
250

Widget system
Project L After-life
DuringtheafterlifeofprojectL,IworkedwithJelleandNicoleforthisperiod.

Thesewerethe2keyquestionsthatwewantedtoaddressduringthisphaseoftheproject.Itwasearlierdiscussedasateamattheproject
presentationandexhibition.

Alsobecausewehad just2weekstoworkonthesesiterations,andwealsowantedtotest itagainbeforewehanditintoING,adecisionwas
madetoworkononeoftheprototypes.Hence,weimprovedtheworkersprototypescreenswehad,becauseithadthethewidgetsthatthe
users wetestedwithfoundmostusefultothem.
Howcanwe personalizethewidgetstartscreentofitthedifferent moneymanagementhabitsoftheINGusers?

Howcanwe clarifythebudgetingfeature?
251

Widget system
Research - How to Design Onboarding
Screens
Toworkontheiterationoftheprototype,basedonthe2questionsweintendtoanswer inthisproject’sAfterlife.Theinsightsgatheredfromthe
usabilitytestwereusedasabaseforalltheiterationswemade.Also,researchwascarriedoutonexistingconventionswhendesigning
onboardingscreens.
References
Chung,E.(2023,January 17).DesigninganEffective UserOnboarding Experience
-UXPlanet.Medium.https://uxplanet.org/designing-an-effective-user-
onboarding-experience-666a2c83fa9
Weinberg,E.(2021, December 12). Guideto onboarding UXpatterns &whichone
isrightforyou.Medium.https://uxdesign.cc/menu-of-ux-onboarding-patterns-and-
when-to-use-them-3df2e3880fd
Balboni,K.(n.d.).5waysto personalizeyour useronboarding experience.Appcues
Blog.https://www.appcues.com/blog/user-onboarding-personalizatio
Alban,S.(2023,May22). New Feature Onboarding- howto getusershookedon
everypartofyourproduct.UserGuiding. https://userguiding.com/blog/new-feature-
onboarding/
252

Widget system
Research - How to Design Onboarding
Screens 2
Theonboardingconventionmodelwechosetogo
forwasthe“ asitis agood
fitto usintroducing thesenewwidgetsto theING
users,basedonthecriteriastatedforitto beused/
implementedinone’sdesign.
Topuserbenefitsmodel”
References
MaterialDesign.(n.d.).Material Design.https://m2.material.io/design/
communication/onboarding.html#usage

Criteria
253

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Understanding the users - Different
perspectives
NicoleandJellecreated5differentpersonasthat
representedthedifferentgroupsofusers thatwegotto
know of,whileanalysingourusertestingnotes.This
was forustofurtheridentifytheirpainpoints and
interestsaftertheyinteractedwithourprototypes,
beforecarryingouttheiterations.
2 out of 5 personas created
Link to other personas 254

Widget system
Design Inspiration
The Fitbit app and Eneco app were used as
inspiration on how to design the onboarding
screens with the floating icons and the different
states - when the user is editing and when not.
Fitbit home screen in edit mode
Eneco home screen not in
edit mode
255
Fig.1
Fig.2

Widget system
Prototype Iteration 1
Onboarding Screens Variations
Getstarted
New:Personalizeyourstartscreen
Personalizeyourbankingappnowtogetthebest
possibleexperience.Thiswaywecanhelpyou
understandyourfinancesevenbetter.
Addorremovewidgetsbybuttonsintop
right
Personalizeyourstartscreen
Close
Addwidgets
Yourwidgets
Editthewidgetsonthestartscreenany
timebypressingeditatthetopofthe
screen.
Initially, when Jelle was designing this frame,
he used the word “tiles”. And when he was
asking for our feedback on it, I suggested that
we call it “widgets” instead as most of our
target group - young adults, are familiar with
this term.
256
Fig.1
Fig.2

Widget system
Onboarding Screens
Getstarted
New:Personalizeyourstartscreen
Personalizeyourbankingappnowtogetthebest
possibleexperience.Thiswaywecanhelpyou
understandyourfinancesevenbetter.
Addorremovewidgetsbybuttonsintop
right
Personalizeyourstartscreen
Close
Addwidgets
Yourwidgets
Editthewidgetsonthestartscreenany
timebypressingeditatthetopofthe
screen.
In order to address the 1st question we had for
the afterlife - personalization of the widgets.
Onboarding screens were designed to ensure
each user gets to select the widget they want
to see on their homescreen upon first login
after these widgets have been deployed on the
ING app.
257
Fig.1 Fig.2

Widget system
Onboarding & Personalization Screens
Also giving them the option to edit their homescreen at
anytime, using the pencil icon, based on the priority they
want and remove widget(s) they don’t want to use again.
258

Widget system
Here, the user is given some information on
the functions of the budget feature. And the
user gets to make the decision of activating it.
The questions are given for us to get some
extra data to make the budget more specific
to the user’s financial situation.
The categories were
increased to 8, compared
to 4 that we had in the first
prototype
(Budgeting)
259
Fig.1
Fig.2
Fig.3

Widget system
Prevention of Financial Mis-management and Errors
The design of the budget
reminder was changed to
data visualization instead
of text as it was. Giving it
room for 2 other categories
the user isn’t doing well in
to be displayed. This was
also the current
visualization ING has for
representing such data.
The “spendable income” was replaced
with “expenses” and each of these
words has a question icon close to it, for
the user to be able to get clarifications
on what each of these labels means.
The open payment button
is now represented the
same way other CTA
buttons are on ING app.

Also the monthly overview
widget was redesigned to
make it consistent with
other designs of the app
and other widgets in terms
of colours and progression
bar size.
260
Fig.1
Fig.2 Fig.3

Widget system
Improve Saving Habit
This was changed from
savings buffer which
showed the user’s savings
to other users with similar
income to “savings insight”
that encourages the user to
keep saving as against
putting them under
pressure as we got as a
feedback during the user
testing.
Also, it was ensured that the figures we had
through the screens matched and there was
no disparity. This was also a feedback from
the user testing.
Users were no longer
compared to other workers
or students, now they are
compared to themselves.
261
Fig.1
Fig.2
Fig.3

Widget system
Prototype Iteration 1 (Prototype)
Link to view full prototype
262

Widget system
Experts Review
After thefirstiterations,wemetwith3expertswhoreviewed
the newdesigns.Thiswaspartoftherecommendationsfrom
the INGteamduring themeetingwiththemthefirstweekof
the Afterlife.

Itis goodthatweimplementedthissuggestion.Asitwas
valuableforustogettheirinsightsonareas of improvement.

Theexperts
Expertonpovertyinterventions(ProfessorAnnaLuise
Custers
2MastersofDigitalDesignlecturers(PaulandSanders)
“What if the family income is lower than
the expenses? Can you recommend them
support like rent allowance?”
“Interesting to see that you name
subscriptions under expenses instead of
fixed charges. But it’s important to remind
users subscriptions can be withdrawn.”
263
Fig.1

Widget system
Experts Review
“For some of your target group this is way too
much. Motivate them to set aside 25eu, small
differences matter.”
“I miss a total budget balance
overview here”
Thereisalotoffocusontheiconsinsetsavings
account

264
Fig.2
Fig.3
Fig.4

Widget system
Experts Review
Budgetononebankaccountonly
Thetipslooklikeaadvertisement.
Makeitclearthatyoucansave
money(Changethewordsto
emphasizesavingmoney)
Youwanttoseeyouroverall
budgetbalanceonthe
homescreeninthewidgetitself
265
Fig.5
Fig.6
Fig.7

Widget system
Experts Review Full Notes
Link to full notes of feedbacks from MDD lecturers
Linkto fullnotes ofPoverty expert(Prof.Anna)
266

Widget system
Basedonthesefeedback,wereviewedsomeofour
designsbyprioritizing whatwecanchangewithinthe
time framewehad left-1daytothesubmissionofthe
afterlifedeliverables.

Andtherestwillbeaddedtotherecommendationsfor
INGwhenwesendinourprojectsnotesandthekey
insightstheyshould workwithforfurtheriterations.
Theoverallbudgetspendingprogresswas
addedtothewidgetonthehomescreenfor
userswhomaynotwanttoviewall.For
themtogetanoverallperspectivetowhat
theyhavespent.
267
Fig.1

Widget system
Thisshowstheusertheneedtofillin
theotherinformation.AsthishelpsING
givehim/heramoreaccurate
recommendedbudget.
Theiconsizeswerereduced.
Theusercanchoosetooptoutof
answeringthesequestions,butthen
getsthispop-up. 268
Fig.2
Fig.3

Widget system
Thelanguageofthesavings
insightswasre-writtento
highlightsavingtocatchthe
user’sattentionandwhat
he/shewillsaveiftheyuse
thesetips
Thebudgetscreenshowsthe
accountofthethatisusedto
createthisbudget,iftheuserhas
multipleaccountswithING.

Thishelpswithtransparencyas
well.
Thecolourwas
changedtogreen
forthesavings
overview
269
Fig.5
Fig.4

Widget system
Prototype Iteration 2 (Prototype)
Link to view full prototype
270

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Recommendations for ING
Allow personalization of the widgets of the start screen, instead of selecting widgets for the user.

Further refine and develop monthly budgeting. The first results from testing are promising and show interest from a decent number of users
(6 participants).

271

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MDD Project Presentation and Exhibition
Jelle, Nicole, Jasper and Me (Team 9)
272

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ING Global Project Presentations
Pictures taken at the ING Design X HvA Digital Design Masters Meet n Greet at ING
headquarters (Amsterdam Bijlmer)
Presentation Slide273

ING Widget System Case Study

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ING Widget System Case Study