Financial Health
Restructuring the experience to turn diagnosis into action and increase engagement in the app.
Overview
Onze evolved from a pension app into a financial health platform, but engagement in the diagnosis area was low. This project redesigned the Financial Checkup flow and launched Goals, gamifying the journey so users would not only know their score, but also act to improve it.
My role
Senior Product Designer — Discovery, Gamification Strategy, and UI Design.
Challenge
Low engagement in the financial health feature. Simplify data collection and create a psychological reward system that encourages users to act, not just consume information.
Impact
Engagement increase
Higher retention in the financial health area through home visibility and gamification mechanics.
Consulting conversion
Growth in advisor-meeting scheduling after diagnosis completion.
Flow churn reduction
Simplified checkup step-by-step flow with lower drop-off during the questionnaire.
Process
- 01
Funnel and drop-off analysis
We identified that the old checkup was long and tiring. We reduced stages and improved UX Writing to make communication friendlier and less interrogative.
- 02
Gamification strategy
We designed an achievement-unlock logic. The checkup stopped being the end goal and became "Level 1," unlocking Personalized Goals such as an Emergency Fund.
- 03
Digital–human integration
We worked with the Product team to connect app diagnosis with real advisory support. Checkup results became input for advisors, creating a smooth journey between app and human assistance.
Gallery
Financial Health overview (scroll)
Current goal (scroll)
My goals
Success screen
Solution
- Simplified checkup: A new flow with lighter, more interactive components, focused on reducing cognitive load and increasing diagnosis completion rate.
- Goals system: A gamified interface where users track progress visually, creating an engagement loop between diagnosis and financial action.
- Score dashboard: A centralized area that does more than show a score: it offers practical guidance and clear next stages so users can improve their financial health.
- Home touchpoint: Home-screen widgets and shortcuts encourage curiosity and repeated visits to the financial-health area, sustaining engagement over time.
Key learnings
The value of gamification
Clear, unlockable goals are powerful tools for keeping users engaged in tasks that are usually boring or intimidating, such as reviewing personal debt.
Simplicity over extreme precision
In V0, we learned it was better to have a shorter checkup that people completed than an ultra-detailed one that no one finished. Completion matters more than depth in a first version.
Systemic thinking
Design must connect online (app) and offline (advisor). If the advisor does not know what the user answered in the app, the experience breaks — the digital product and human service are one system only.