A stylized black and gray horse rearing up on its hind legs.

Motivate to save

Position

  • Provide new and existing customers the opportunity to save money towards a goal e.g. financial safety, home deposit etc.

Problems

  • Current design has many build and design drawbacks e.g. wrong illustration size, non accessible colours, bespoke components

  • The current visual experience of saving feels mechanistic and is lacking in emotion or incentive

Possibilities

  • Create a consistent experience and, if possible avoid using bespoke elements unless they will actually benefit the experience

  • Explore bringing emotion into the design to aid motivational aspect of consistent saving

Heuristic evaluation of current ‘Savings’
Card component + Screen

Peer review + Comparison analysis

Final designs

Pros Above the fold / Lower cognitive load / Personalised / Less corporate

Cons Machine-like / Utilitarian

Close-up of new designs.

Mobile app screen showing an active goal for a holiday in Venice with a photo of Venice's canals and buildings, savings progress bar, current savings of £2,750.05, and a target of £3,500, with navigation icons at the bottom.

Variant 3

Mobile app screen displaying active travel goal for a holiday in Venice with an image of Venice's canals and architecture, progress bar, current savings, and goal target.

Pros Emotive / Above the fold / Lower cognitive load / Less corporate

Cons High contrast / Green in card is overpowering

Variant 2

Mobile banking app screen showing a goal for a holiday in Venice, with a scenic photo of Venice's canals, historic buildings, and the basilica, and details about saved amount and target.
Mobile banking app screen showing active goal for a holiday in Venice, with a photo of Venice canals and domed buildings, saved £2,750.05 toward a £3,500 target.

Pros Emotive / Above the fold / Lower cognitive load / Less corporate

Cons Green is overpowering

Variant 1

Mobile app screen showing an active goal for a holiday in Venice, with a picture of a domed building and financial progress details.
Mobile app screen showing active goals, with a goal for a holiday in Venice funded at £423.56 of a £3,000 target, along with navigation icons at the bottom.

Pros Visual weighting good / Emotive / Above the fold / Lower cognitive load / Less corporate

Cons TBC

Pros Humanised / Improved hierarchy / Simplified layout / Improved info retention / Improved brand recognition / Positive / Modern

Cons TBC

Variant 4.

Mobile app screen showing active goals, including a goal labeled "Holiday in Venice" with a savings of £423.56 towards a £3,000 target, under the greeting "Morning, Ben" with navigation menu icons at the bottom.
Mobile app screen displaying active goals, featuring a goal for a holiday in Venice with a savings target of £3,000 and current savings of £423.56, with an image of a historic building with a large dome.

Pros Feels very Lloyds / Emotive / Above the fold / Lower cognitive load / Less corporate

Cons Too much green, its overpowering / Green distracts from info

Conclusion + Results…

Variant 3 performed particularly well during testing, scoring 4.8 out of 5 and was adopted into the Design System.

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