Cheeep!

UX DESIGN
2019

THEMES
Service Design, User Experience Design, Prototyping, Native mobile app design, Banking

TEAM
Alex Landra, Michela Alessandrello, Ayse Selin Yagsan, Pietro Lezzani, Macarena Saravia, Kilian Re

Done in collaboration with Banca Mediolanum, Cheep! is a goal wallett app dedicated to GenZ users. Its aim is to teach young users how to smartly spend and save money through a gamification system that consists in launching and creating challenges between user, also promoting sustainable lifestyles and against waste, creating a network of connections on the community.

A GEN-Z SAVING APPROACH
First, the users connect their debit card to the app and they set themselves a saving goal over time, for a specific date. Then, thanks to an online community, they launch themselves challenges about small daily actions to save some money, promoting a sustainable economical approach that avoids money waste and stimulates personal growth. By winning the challenges, they save small amount of money that they will put into the virtual wallet, useful to reach their goal.

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USER CENTERED APPROACH
In this project, a relevant space has been given to the user centered approach. Three user research methods were combined: qualitative research via semi-structured interviews, quantitative research questionnaires, and digital ethnography to analyze web trends. Thanks to this approach, the Cheeep! has a strong focus on the digital user experience of Gen-Z users, considering their latent desires and pain points. Many visualization tools has been implemented to visualize data and results of the research, such as customer journey maps, empathy maps, personas.

GAMIFICATION APPROACH
Cheep! strongly relies on a gamification approach, thanks first of all to a user’s community where they can launch themselves the challenges or also decide to do them together (e.g. a poolcar challenge), and then to the external brand rewards: there are some discounts on their products every time the user unlocks them with the right amount of feathers, collected through the completion of the different challenges.

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THE SERVICE SYSTEM
Cheep! is first of all a system, though as a service for Banca Mediolanum addressed to Gen-Z users, in order to convince them to open a bank account or link their card to the bank: to do this the group analyzed their habits, needs and desires, and focused on their approach to saving money.
The team also thought about external partnerships to guarantee some small discount rewards every specific amount of feathers collected, unlocked thanks to the completed challenges.