Can saving be made effortless and intuitive? Easypaisa’s Savings Pockets set out to simplify how people manage their financial goals by creating a personalized savings experience. In this case study, explore the journey from user research to final design, addressing real-life financial needs through intuitive functionality and empowering users to build better saving habits—one pocket at a time.

Users Interview

In-depth interviews were conducted with the help of user research team to gain a comprehensive understanding of the objectives. The user segmentation was created by collective efforts of product owners, me, and user research team which is as follow:

User segmentation for user interviews created by collective efforts of product owners, me, and user research team

The following presents the findings and insights gathered from interviews with 12 candidates as per the user profiles mentioned above.

Everyone had savings in consideration unanimously.

Savings are spontaneously associated with a safe and secure future. Money saved helps users become financially secure and provides an emergency safety net.

Saving is instantly associated with the bigger plans / long-term plans. Occasional / small needs came up on the prompted level.

Saving is a means to multiply income for some (Group B).

Saving has become a challenge lately, mainly because of inflation.

Empathy Mapping

After thoroughly investigating user concerns, I created an empathy map. This carefully crafted map proved invaluable insights on understanding user pain points and emotions, greatly enhancing our ability to meet their needs effectively.

Empathy Map based on user interviews

Based on users interview insights, I focused on incorporating features like gamification and flexible access, which made saving enjoyable and aligned with user needs for financial security without hidden fees.

Saving Strategies

Through user research and interview analysis, I uncovered various methods users employ to save money, whether for long-term goals, short-term objectives, or building emergency funds.

Saving Strategies

User Flow Diagram

After defining user personas, pinpointing goals, and identifying pain points, I explored savings strategies and underwent product validation. I then embarked on developing the product's user flow. Throughout this phase, I engaged in multiple discussions with stakeholders. This collaborative approach ensured we crafted an optimal user experience, adhering to UX guidelines and seamlessly integrating aspects from development, production, and marketing.

User flow Diagram

This flow reflects learnings from previous researches on user behaviours, emphasizing simplicity in task completion. Each step was designed to minimize user drop-off and ensure intuitive guidance, contributing to a smoother experience.

Wireframes

Given the timeline, I decided to move straight to wireframes based on user research insights. After finalizing the user flow and screens, I designed detailed wireframes that served as both a clickable prototype and a guide for the entire team, using arrows for clarity to ensure everyone understood the screen progression.

Here are the design principles I applied when creating wireframes:

Parkinson’s Law

Any task will inflate until all of the available time is spent. Reducing the actual duration to complete a task from the expected duration will improve the overall user experience.

Zeigarnik Effect

People remember uncompleted or interrupted tasks better than completed tasks. Provide a clear indication of progress to motivate users to complete tasks.

Wireframe and flow diagram

Here, I applied principles like Miller’s Law to keep each screen’s cognitive load low, allowing users to process key information quickly. Additionally, each interaction point was tested for accessibility to ensure usability across various devices.

Solution

Users can tailor their savings goals, aligning with short-term or long-term objectives. They also have the option to decline rewards for religious reasons, ensuring a personalized savings experience.

Users can withdraw their savings to their Easypaisa account anytime without penalties, but they'll lose their savings goal reward. This highlights our commitment to flexibility and reward transparency.

Users save and earn extra by being rewarded on completing savings pockets goal amount, fostering rapid financial growth. This approach encourages disciplined savings and incentivizes long-term financial stability.

Features like personalized notifications were included based on testing insights, ensuring users receive timely reminders without feeling overwhelmed, encouraging consistent savings behaviour.

Final Remarks

Following the launch, the reception from users has been overwhelmingly positive. Over 10,000 individuals have engaged with and explored the product, resulting in the creation of more than 12,000 pockets. To date, the total cash deposited has exceeded 30 million PKR.

Future Direction

I will conduct usability testing to identify issues and gather feedback for refining the solution. Working with developers, I’ll integrate analytics to track user behaviour and satisfaction. This data will give insights on areas of improvements which will enhance the overall experience.