To increase app visits and downloads among Gen Z banking customers, a comprehensive app redesign was implemented, aligning with Gen Z’s preference for self-service, digital-first experiences, and gamification to drive engagement and retention.

Key enhancements included:

• Modernized Account Terminology: The traditional “checking” account was rebranded as the “Spend” account to better reflect actual user behavior and resonate with Gen Z’s financial habits.

• Gamified Financial Literacy: Addressing the top consumer need, the app integrated bite-sized financial literacy lessons, incentivized through streaks and a point-based reward system to encourage continuous learning.

• Goal-Based Budgeting & Social Challenges: Users gained the ability to set financial goals, create budgets, and participate in group savings challenges, adding a social and interactive element to financial accountability—helping turn group trip plans into reality.

• Enhanced User Support: A live chat feature with financial counselors was introduced, eliminating hold times and streamlining access to expert guidance.

By prioritizing convenience, digital fluency, and engaging financial tools, the redesign positioned the app as a must-have platform for Gen Z users seeking financial empowerment and seamless banking experiences.

EXPERTISE
Figma
UX/UI Design
Product Marketing
App Development