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How might we make saving feel so easy, valuable, and rewarding that low to middle-class Americans are eager to participate?
Role
Sole Product Designer
Contribution:
Full experience, pitch deck
Platform:
Web App
Team/ Project:
Forum3 Consulting for WorkMoney
As part of a week-long design sprint, I partnered with WorkMoney to conceptualize "Money Finder;" an AI-driven tool that helps low to middle-income Americans negotiate their bills and save money automatically. Our goal was to create a relatable, action-driven experience that made financial savings feel urgent, achievable, and real.
I led the UX and visual design for the MVP prototype, with a focus on triggering a “big number” moment: showing users how much money they were losing out on by not taking action. This money was represented both in everyday terms like🍦 ice cream cones and in bigger dreams, like 🚗 cars. I used playful, relatable UI elements like emojis and simple metaphors to connect emotionally with users.
This sprint was a unique opportunity to validate the core value proposition and emotional flow before building. We needed to ensure we had the right hooks to build trust and drive engagement.
Process
Iterations
Initial designs were inspired bythe physical shape of receipts and coupons.
We realized that leading with good news (“You’ll save $706 a year!”) missed the opportunity to create emotional urgency, because users hadn’t yet felt the pain of how much money they were losing.
This iteration clarified that we needed a stronger emotional arc: starting with a clear “loss moment” to create discomfort around overspending, followed by relief through an easy solution. That contrast is key for incentivizing our users.
I learned that humans are more motivated by loss aversion than by potential gains. ie - we need to include more screens that touch on a fear of losing than by showing an abstract number of potential savings.
Takeaways
From the 1 week sprint
Delivered a full flow within one week and presented to WorkMoney's CEO and leadership team, who loved the core experience and will be continuing on with our (Forum3's) consulting.
With more time I would have dove a bit deeper into creating custom brand assets (for example custom emojis) using AI, and spent more time on animations to add a wow effect.
