Case study • The Ultimate Money Bestie | Product Design

The Money Bestie.
AI-Powered App to Help Women Take Control of Their Finances

I led the end-to-end design of a financial app helping users build healthier financial habits. My role covered research, wireframing, UI and UX design, and prototyping - focused on a friendly, supportive experience. I worked closely with small Team of Founder and Engineers, shaped the visual identity, and helped define the tone, positioning the app as a relatable "Money Bestie" for spending, goals setting, and financial confidence.

Research Findings

User interviews revealed key challenges British women face with finances: a lack of financial knowledge, confusion from conflicting advice, fear of investing, and poor money habits. Many also lack the confidence to take control of their finances. These insights led to the creation of an app that provides education, personalized advice, and support to help women manage their money more effectively.

Problem

Women don’t have a tool that guides them through managing their finances, offering supportive advice, building confidence, and simplifying financial decision-making.

PROJECT DETAILS
PROJECT GOAL
To design a product that immediately captivates users through compelling aesthetics and ease of use, while also providing ongoing value, reliability, and adaptability to their evolving needs, leading to both short-term and long-term user attachment.
BUSINESS GOALS
• User Acquisition: Address market demand effectively
• Customer Retention: Enhance customer satisfaction and loyalty.
• Competitive Advantage: Develop innovative features
and experiences that differentiate the product from competitors.
• Data collection and analytics: Implement features that gather
user data to guide future business decisions.
METRICS
Daily Active Users

324

over first month
User Retention Rate

34%

over first month
Conversion Rate

22%

over first month
App Store Rating

5.0

over first month
USER RESEARCH
Raquel, 32

Lack of education

" I guess because I'm now much more aware of my financial situation, I feel like I'm losing an opportunity. It's just that I don't have the information and the security to do something different "

Rajani, 38

Lack of control

" It's not nice to make ends meet.
I don't understand why we make so much money, yet we still struggle with debt where we shouldn't be. Where is the money going? "

Kash, 42

Misinformation

" I was getting fragmented information from different people, which made it hard to understand what to do. It felt like I was trying to piece together a puzzle."

Sam, 28

Fear of risk

" I know that I'm not investing and I know that women in general are a bit risk averse and don't tend to invest as much, but it's something that I'd like to do, I know it's higher risk, but higher reward."

Catherine, 34

No habits

" Thinking about money around - feel guilt. I feel like I can’t spend any fun money because it should all go to kids. ADHD - impulsive with spending. Harder to save money. Shouldn't do that. Complex, specific things. Being mom has changed a lot. "

Agata, 31

No confidence

" I haven’t done anything else. I didn’t feel confident doing it. Takes a lot of effort to look at things."

How women’s interactions with products and services can differ from men’s ?

Understanding the differences between men and women in communication, emotional engagement, and decision-making styles is crucial for designing products that effectively meet their needs and foster long-term attachment. It involves recognizing various behavioral, emotional, and social factors. Here are some key differences:

Communication style

Women:
‍Tend to favor more collaborative and conversational styles, often seeking detailed explanations and feedback. They might engage in discussions and value social support.

Men:
Often prefer direct, concise communication and may focus on problem-solving with less emphasis on collaborative dialogue.

Emotional Engagement

Women:
Generally more emotionally engaged with products and services, seeking features that resonate with their personal values and emotions. They may prioritize products that offer emotional support or connect with their identity.

Men:
May focus more on functionality and efficiency, sometimes placing less emphasis on emotional aspects.

Decision-Making Process

Women:
Often take a more holistic approach, considering how products fit into their overall lifestyle and long-term needs. They may value recommendations from peers or community feedback.

Men:
Might prioritize speed and efficiency in decision-making, focusing on immediate benefits and technical specifications.

Preference for Detail

Women:
Typically appreciate more detailed information and context about products, including user reviews and educational resources.

Men:
May prefer straightforward, high-level information and quick comparisons.

Design Aesthetics

Women:
May place a higher value on design aesthetics, including color schemes, styling, and visual appeal, in addition to functionality.

Men:
Often focus more on the practical aspects of design, such as durability and functionality.

Motivations and Goals

Women:
Might look for products that align with personal goals such as health, family, or lifestyle improvement, and prefer features that support these goals

Men:
Often focus more on the practical aspects of design, such as durability and functionality.

Feedback and Support

Women:
May seek more extensive customer support and follow-up, including personalized assistance and community support.

Men:
May prefer straightforward support solutions and less frequent interaction with customer service.

DESIGN PROCESS: SETTING THE FOUNDATIONS

Design Strategy

Focusing on women's financial challenges and interactive behaviours, we defined engagement categories that guide users through different types of actions, ranging from educational steps, practical training, to interactive, goal-oriented tasks.

Our team got together for a brainstorm session to define the app goals and main areas of user engagement.
We all came from different backgrounds - Design, Engineering, Finance, Marketing, so it was great to hear everyone’s perspective on key activities.
‍
We identified our target user personas, which included young professionals, mothers balancing household finances, and women interested in long-term financial planning.
This laid the foundation for a user-centered design that would focus on education, training and empowerment.

By the end of the session, we had a clear vision that would guide us through the next steps.
The app should be:
FUNCTIONAL
• Streamline tracking of income, expenses, investments, and savings
• Provide AI-powered personal financial advice and insights tailored to user behavior
• Seamless banking integration and goal-setting features with reminders for bills and milestones
USABLE
• Intuitive, easy-to-navigate user interface
• Simplify complex financial data and support voice/text search
• Include a comprehensive library of financial products (e.g., loans, insurance, investments) with detailed comparisons and recommendations
ENGAGING
• Integrate AI-powered financial advisor to offer personalized tips, nudges, and recommendations
• Include gamification and community features to motivate users
• Foster engagement through tracking financial goals progress
HIGH QUALITY
• Guarantee accurate data, fast performance, and secure, encrypted connections.
• Regular updates based on user feedback and performance
USER FLOWS AND WIREFRAMING
AI support guides users through key areas like understanding money, managing their finances, and dealing with real-life situations in the game.
By mapping out the user’s interaction with these features,
I created a smooth, engaging flow:
The user flow formed the foundation of the mobile app's navigation by organizing key activities into easily accessible sections:
Transforming the structure into wireframes created a clear visual guide that brought user flows to life
VISUAL DESIGN
When working on the visuals, my goal was to make finances feel less intimidating. I used bright, vibrant colours to bring a sense of energy and positivity, helping users feel more at ease and open to engaging with their money.
Tone of voice
We trained our AI's tone of voice to provide friendly and supportive assistance, so it can respond to users' questions and needs in a warm and approachable way. Just like having a helpful companion by your side.
I applied the same tone across the entire user experience, from onboarding to all the interactions.
Tracking Finances
Bestie helps users build healthier money habits by guiding them from the very first step. Starting from the home screen, users are encouraged to set clear financial goals — whether it’s saving for a holiday, paying off debt, or building an emergency fund. As they progress, Bestie provides easy-to-read tracking dashboards, timely updates, and personalised financial advice, making it simple to stay motivated and make smarter money choices every day.

Control, Track, and Grow Your Finances

In the Financial Wellness section, users first connect their current accounts securely, creating a real-time view of their money. They’re guided to set custom spending ratios — balancing essentials, non-essentials, and "Future You" investments. As they spend, Bestie automatically tracks and categorises transactions, helping users stay aligned with their goals and build lasting financial habits.

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