Wellthi App
Designing a new fintech category of Banking Social

Wellthi Tech, is a forward-thinking fintech startup, set out to modernize a longstanding tradition of peer saving by digitizing it. With a focus on social finance, the product aims to seamlessly integrate community influence into the collaborative achievement of financial milestones with loved ones.

The first phase of the project was to design and develop a marketing site capable of a successful launch and gaining traction for new partners, investors, and users. The second phase involved creating an intuitive app that provides users with a distinctive blend of a banking platform, social media features, and a virtual debit card.

Recognizing the power of accountability, the app offers users a space to save with trusted teams or pursue goals independently, highlighting the transformative influence of social connections in achieving financial success.

wellthi-collage
My role

As the lead and solo designer on the team, my responsibilities spanned both the strategic design and operational aspects of the project.

I designed, developed, and maintained the responsive WordPress marketing website, resulting in a substantial 50% increase in site visits and an average of 250+ unique site visitors in 2020.

I led the end-to-end product design for the Wellthi MVP / V1 App, my responsibilities included conducting user interviews, mapping user flows, creating wireframes, creating high-fidelity designs, interactive prototypes and collaborating with international development team for launch.

Collaborating with a cross-functional team of stakeholders, advisors and contracted development teams, over 16 sprints through out this multi year project.

Responsibilities

Website design and development, End to End product design for Wellthi MVP app, user interviews, user flow mapping, interactive prototypes, lead product meetings and developer handoffs, usability testing, synthesize research to develop product strategy.

TIMELINE & OUTPUT

October 2019 through August 2021 . Delivered marketing website and all essential app designs for MVP, V1, and proprietary traditional wellthi.

TEAM

CEO, CTO, Project Manager, Company Advisors, Contracted app development team.

High level goals
01/ Design and Launch the Marketing Website
Create an engaging online presence that attracts visitors and effectively communicates the platform's value proposition.
02/Introduce the Intuitive Mobile App
Envision, design, and launch an intuitive mobile app that combines the functionality of a banking platform, social media engagement, and a virtual debit card.
03/Enhance Website Traffic and Engagement
Optimize the responsive WordPress marketing website to increase sign-ups and inquiries for partners, investors, and users.
04/ Integrate Social Finance Dynamics through out both products:
Create a unique user experience that empowers users to leverage community support in achieving their financial goals.
Getting Started

Prior to this project, I had not heard about the tradition of peer saving groups. I was fascinated to discover the enduring tradition practiced by people worldwide, where they form small groups to organize a structured savings payout schedule.

These collective savings often lead to substantial payouts, enabling individuals to pursue their dreams of financial independence. Inspired by this tradition, the stakeholder team embarked on a mission to develop a platform that digitizes this practice and empower users.

In initiating the process of creating a website to promote this concept, I conducted interviews with company stakeholders and potential users of the product. By crafting a discussion guide, I unearthed valuable insights that shed light on user perspectives and expectations.

Wellthi Discussion Guide
User Interview
Synthesis
01/ Stakeholder pain points
1. Conceptual Communication Challenges:
Stakeholders identified difficulty in effectively communicating the concept to potential users.
2. Desire for Modern Website Design:
Stakeholders expressed a need for a modern and minimalistic website design that not only conveys information effectively but also captivates users.
3. Focus on Analytics and Conversion Rates:
Analytical benchmarking and conversion rates emerged as key objectives for stakeholders. They aimed to measure platform effectiveness.
4. Building Trust and Credibility:
Stakeholders emphasized the importance of presenting the platform as a world-class financial tool by positioning the platform as reliable and trustworthy.
02/ User pain points
1. Lack of Awareness of Peer Saving History:
Although they find the concept intriguing the lack of awareness highlights the need to educate users about the benefits of peer saving.
2. Preference for Traditional Community-Based Peer Saving:
First-generation Americans prefer to participate in peer savings within their own community rather than digitally. The challenge will be finding ways to bridge traditional practices with a digital platform.
3. Difficulty Imagining Digital Version:
Despite their interest in exploring the concept, there was hesitation. Additional support will be required to understand how the platform would function and benefit them.
4. Lack of Trust in Current Website:
The existing website fails to inspire trust among users due to a lack of transparency and explanation of a Social FinTech product.
Opportunities

The user interview synthesis clearly illustrated the challenge ahead. Building trust and demonstrating the apps functionality on the website seemed like the biggest hurdle. While the current website had great content it wasn’t organized in a way to communicate effectively with the users, partners and investors.

01/ FOCUS ON CLARITY AND TRANSPARENCY

Provide information about the platform's security measures, financial regulations, and user protections can instill confidence and encourage user participation.

02/ INCORPORATE USER FEEDBACK INTO CONTENT DESIGN

Tailor the content design to user preferences, interests, and needs.

03/ Visualize the Wellthi Experience

Demonstrate “ How it Works” Show users the steps of how to build a Wellthi.

04/ Define the Wellthi Value proposition and product differentiation

Articulating the unique benefits and offered to users, partners and investors by Wellthi compared to other financial platforms.

Sitemap
Phase 1
Website Opportunities

The research and planning phase provided so many insights that influenced my design approach. Re-platforming the website from Shopify to WordPress gave me the added advantage of a fresh start.

Following discussions with the team, we decided on a two-phase approach to the project. Initially, I would focus on website design, followed by designing a few mobile app screens to be included on the website.

Areas of focus:
01/ Organize and simplify content

Solution:
Organize the content on individual pages with careful consideration for the target audience.

02/ SET A HIGH STANDARD FOR USER EXPECTATION

Solution:
Create a memorable first impression that captures users' attention and encourages them to explore further.

03/ Elevate visual design

Solution:
Establish brand identity and recognition through well-crafted visual elements, high-quality images, vibrant colors, pleasing typography.

04/ SYSTEMIZE COMPONENTS

Solution:
Ensure visual consistency across all touch points, focus on creating intuitive layouts. Establish a cohesive visual language and improve usability.

Website Wireframes
Website Final Design
Wellthi desktop Final Design
Phase 2
Mobile App
Opportunities

As the mobile app is the company's most important product, I chose to concentrate on four key opportunities to shape my design approach and brainstorm solutions for the app.

Areas of focus:
01/ PERSONALIZED RECOMMENDATIONS

Solution:
Implement personalized recommendation features based on user preferences, demographics, and financial goals.

02/ INTERACTIVE LEARNING TOOLS

Solution:
Interactive tutorials within the platform assist users in building a Wellthi and navigating features through step-by-step guidance.

03/ DESIGN FOR SOCIAL

Solution:
Design a playful interface with immediate visual feedback and the ability to recover based on scroll (tap) and select.

04/ Social Proof and Community Validation

Solution:
Boost user confidence through features that highlight participation and interaction. Enhance user trust and platform credibility.

MOBILE APP USERS

Referring to the research and user interviews conducted by the team before my involvement in the project, I opted to create simplified user personas. This approach, which focuses on understanding users' identities, motivations, and goals, greatly informed the app's design process. The 'Create your Wellthi' goal flow is entirely based on these personas.

Mina Persona
Fundraiser Persona
The encourager persona
The Organizers Persona
Mobile Wireflows
Wireflow-debit-card-activation-banking-functionality
Wireflow - create-wellthi-wallet-account-flow
traditional-wellthi-entire-flow-originator
fINAL MOBILE APP DESIGN

Recapping the App in the following flows to give a sense of the onboarding, card activation and a social saving pool experience.

How did I decide on these flows? They all balance both user goals and business requirements. Narrowing down was a challenge—my design file contains over 300 screens!

Onboarding and Influencers

The onboarding flow guides users through the process of connecting with their social community and interests. Additionally, the explore flow was introduced to showcase learning opportunities and social features.

Wellthi-Onboarding-Influencers Animation
Onboarding Screenshots
Create an Account & Banking

Creating an account goes hand in hand with creating a Wellthi savings plan. I highlighted the major screens in the flow, along with a Plaid integration.

Wellthi-Create-Account-Banking Animation
Card activation screen shots
Traditional Wellthi

The traditional Wellthi is the social banking platform closest to the traditional practice. I highlighted the flow from the perspective of a plan originator.

*Note: Under FDIC review, shown for design purposes only*

Traditional-Wellthi Animation
Traditional Wellthi Screenshots

Project

highlights

$1M


Designed a prototype that enabled a 1M raise for Wellthi App

250+


Unique Daily Visitors to website in 2020.

50%


Increase in site visits in 2020.
iMPACT

Throughout the Wellthi project, both research and my comprehensive design process were pivotal in shaping the platform. The journey began with research and planning, leveraging insights from user interviews and stakeholder discussions to inform the design strategy. Transitioning from Shopify to WordPress provided an opportunity for a fresh start, enabling a refreshed approach to design and user experience. The iterative design process involved creating simplified user personas, developing user flows, and refining interface elements to align with user needs.

USER IMPACT

By focusing on understanding user motivations, goals, and preferences, the platform was tailored to meet the needs of its diverse user base. Features such as personalized recommendations, interactive learning tools, and social integration enhanced user engagement and empowerment.

business impact

From a business perspective, the Wellthi project had a significant impact. The website and mobile app prototypes played a key role in building momentum with investors and partners. While design isn't the sole factor contributing to the company's success, it certainly laid the foundation.

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