[Case 01]
Saturn – Budgeting App
Finance
Saturn
Boosting Conversion Rates for E-commerce Checkout
A Budgeting Mobile Application
Saturn is a budgeting app designed to help users track expenses, set savings goals, and reduce financial stress. The project emphasized clarity, personalization, and emotional support through features like Budget Buddy, a friendly assistant that makes budgeting approachable.
[Problem Statement]
Managing personal finances is often overwhelming and fragmented across multiple tools. Users struggle with cluttered dashboards, limited automation, and lack of motivational feedback, leading to disengagement and poor money management habits.
[Industry]
Finance
[My Role]
Product Designer
[Platforms]
Mobile App
[Persona]
Claude Noél
Occupation: Data Scientist
"I'm tired of apps that just dump data on me. I need one that actually helps me make smarter choices"
Age: 29
Location: New York City
Tech Proficiency: Advanced
Single
[Goals]
Wants to automate savings to reach 6 months of expenses.
Strategically tackle student loans using data-driven approaches.
Monitor and optimize recurring expenses that can drain budgets.
[Pain Points]
"Most budgeting apps feel like infographics, not tools."
Wants sophisticated features that match her analytical needs
Wants to see progress metrics and countdown timers.
[Process]
[01 Measurement Plan (KPIs)]
Increase frequency of logged transactions.
Growth in savings goals set and achieved.
Reduce drop-offs in onboarding.
Positive satisfaction in usability feedback.
[02 Competitor Analysis]
Benchmarked against Copilot, NerdWallet, and Rocket Money. Findings showed:
Competitors offered strong automation but cluttered dashboards.
Few addressed emotional design or approachable tone.
Accessibility in charts was often neglected.
Saturn’s opportunities became clear: clarity, motivation, and friendliness as differentiators.
[03 User Interviews & Surveys]
Surveys and User interviews revealed:
Users wanted clear expense tracking with category filters.
Savings goals felt more motivating when visualized as progress bars.
A friendly assistant (Budget Buddy) reduced intimidation and encouraged use.
[03 Hueuristic Evaulation & IA]
Early prototypes had issues:
Real-world match:
$0empty states confused users.
Error prevention: Low contrast made charts unreadable.
Recall vs. recognition: Users clicked multiple screens to see progress.
[Wireframes]
Home
[Features]
Option to add expenses and adjust budget on the dashboard along with a summary of overall expenses.
Expenses
[Features]
Each category previews the budget with a progress bar indicator and the amount of budget used out of total budget.
Icons correspond to each category in expenses and transactions.
Goals
[Features]
Investments
[Features]
Incorporated a search feature for stocks.
Made the stocks expandable and collapsable to reduce clutter and allow visibility for below categories.
Budget Buddy
[Features]
Agentic; only accessible on by clicking the Saturn icon, making it easily accessible.
Added emojis to make it friendlier and to make the actions appear clickable.
[Projected Outcomes]