SaveM

Reimagining Financial Wellness for Gen Z

E2E Case Study

Internship Project

Design Systems

The challenge -

Despite the availability of financial tools and educational resources, many young Canadians struggle with financial literacy, leading to anxiety, avoidance behaviors, and poor financial outcomes. The 2024 Financial Stress Index reveals that financial concerns remain the top stressor for Canadians, with a significant impact on their mental health and well-being.

The Solution -

SaveM' integrates goal visualization, personalized guidance, and intervention nudges at critical decision points to empower users rather than simply tracking their financial activities. By meeting Gen Z where they are—both digitally and emotionally—Save M converts financial anxiety into financial confidence.

Our approach focuses on behavioral psychology, emotional design, and just-in-time learning to create lasting financial habits.

Preview Final Prototype

Preview Final Prototype

My Role

  • Conducting background research and competitive analysis to ensure informed and user-centered design decisions.

  • Contributing ideas, facilitating brainstorming sessions, and asking critical questions to guide the creative process.

  • Designing high-fidelity wireframes quickly and efficiently.

  • Serving as the team’s go-to presenter for expert reviews and stakeholder check-ins, ensuring clear communication of design rationale.

  • Delivering a compelling final presentation that received enthusiastic feedback from industry professionals, showcasing my ability to articulate design concepts effectively.

My Role

  • Conducting background research and competitive analysis to ensure informed and user-centered design decisions.

  • Contributing ideas, facilitating brainstorming sessions, and asking critical questions to guide the creative process.

  • Designing high-fidelity wireframes quickly and efficiently.

  • Serving as the team’s go-to presenter for expert reviews and stakeholder check-ins, ensuring clear communication of design rationale.

  • Delivering a compelling final presentation that received enthusiastic feedback from industry professionals, showcasing my ability to articulate design concepts effectively.

My Role

  • Conducting background research and competitive analysis to ensure informed and user-centered design decisions.

  • Contributing ideas, facilitating brainstorming sessions, and asking critical questions to guide the creative process.

  • Designing high-fidelity wireframes quickly and efficiently.

  • Serving as the team’s go-to presenter for expert reviews and stakeholder check-ins, ensuring clear communication of design rationale.

  • Delivering a compelling final presentation that received enthusiastic feedback from industry professionals, showcasing my ability to articulate design concepts effectively.

Context

The uXperience Design Jam was a designathon organized by the Stratford School of Interaction Design and Business, with sponsorship from SunLife.

Duration

May 2025 to Dec 2025 (8 months)

Tools

Figma, FigJam, JIRA, Confluence

My Team

Six other UX designers (Tanisha, Khushi, Harshita, Rishi, Eric, Sydney)

Our Process

01

01

Define the problem

Desk research & Competitive analysis. We narrowed down our target users to Gen Z.

02

02

Our Solution

Brainstorm solutions. Create Low and High-fidelity wireframes.

03

03

Present

Presented our solution before experts from Sunlife

01

Define the problem

Desk research & Competitive analysis. We narrowed down our target users to Gen Z.

02

Our Solution

Brainstorm solutions. Create Low and High-fidelity wireframes.

03

Present

Presented our solution before experts from Sunlife

01. The Problem

What is the problem?

31%

31%

31%

of Canadians don't pay off their full credit card balance each month.

42%

42%

42%

of Canadians say money is their leading source of stress in 2024.

"Only 7.1% of Canadian adults consider themselves 'very knowledgeable' financially."

Examined discussions on Reddit and customer reviews of financial applications.
Examined discussions on Reddit and customer reviews of financial applications.
Examined discussions on Reddit and customer reviews of financial applications.
Why is this a problem?
The User Personas
Persona #1: Ben Pierre, The Busy Professional

After processing this feedback, we moved forward with persona creation and developed the Ben persona.

However, the experts from SunLife recommended that we narrow our focus to a specific user group, as our original persona, Ben, was too broad. Despite having only a few hours to respond to this critique, we remained calm and adapted quickly.


I suggested shifting our focus to Gen Z, and the experts loved the idea!

Gen Z is more likely to feel stressed (42%), anxious (37%), and overwhelmed (31%) than any other generation when it comes to their financial situation (link).

Persona #2: Aaron Adams, The Aspiring Artist

To humanize these insights, we developed Aaron. Aaron is a recent marketing graduate navigating the challenges of financial independence while balancing his passion for music, travel, and shopping. Managing finances is especially challenging on his limited income.

To better understand the feasibility and impact of our idea, we explored Aaron's financial journey—his current "as-is" scenario.

Key Insights-
Money Stress is Real

70% worry about their finances, but only 30% actively track spending

70% worry about their finances, but only 30% actively track spending

70% worry about their finances, but only 30% actively track spending

Impulse Spending

65% struggle with overspending on food delivery and online shopping.

Gamification works

80% are motivated by progress tracking, challenges, and rewards.

Conversational UI is Key

Users want financial guidance that feels like chatting with a friend, not a lecture.

User Journey

We identified a recurring pattern where users experience highs upon receiving income, followed by discretionary spending, emergency expenses, financial anxiety, and ultimately resignation—creating a cycle of financial instability.

User journey of Aaron
User journey of Aaron
User journey of Aaron

Each of us individually brainstormed ideas and then narrowed them down to the final features list.

02. Our Solution

Personalization, Learning & AI Chatbot

  • Gen Z engages and prefers fast, visually engaging content. SaveM' will simplify complex financial concepts through bite-sized, 60-second video explanations designed in the dynamic, scroll-friendly style of TikTok.

  • SaveM' will feature personalized dashboards and reward users with achievement badges, reinforcing positive financial habits.

  • "Financial Bestie" is an AI-powered assistant that uses natural language processing to facilitate casual, judgment-free conversations, offering guidance rather than rigid financial advice.

  • SaveM' will allow users to customize their experience by creating an avatar, selecting a mobile app theme, and adjusting the chatbot’s style and tone to match their preferences.

Easy Financial Goal Setting


A fun and flexible way to set financial goals that let users adjust their goals without pressure, reducing financial anxiety.e of TikTok.


Desktop & Mobile Nudges


For the apps selected during the onboarding process, subtle nudges are shown when the user reaches the checkout screen, not when they are browsing. To make sure that users are aware and not overspending.

Aaron can also use SaveM on the desktop, as a Chrome extension to enable nudges while shopping.


03. Learnings

The importance of Research

The importance of Research

The importance of Research

Research is the cornerstone of the design process. Thank god we were provided with a great research report by Sunlife. It was easier for us to dive into the needs of our users, understand the problem space, and pull this off in 13 hours!

Embracing the Challenge of Presenting

When the clock struck the final hour and we were called to the main hall for presentations, our team was still busy finalizing some screens. It was nerve-wracking to step up and present our work in front of the experts, but I decided to take on the challenge. Despite my initial fears, the presentation went exceptionally well, and it was a rewarding moment that boosted my confidence.


Diversity of Opinions is a Strength

Diversity of Opinions is a Strength

Diversity of Opinions is a Strength

Working with a design team for the first time on a design project, I realized the value of differing opinions. When multiple perspectives come together, the ideas are richer and more innovative. Although there were debates, it was exciting to see how these differences pushed us toward better solutions.

The Power of 13 Hours

The Power of 13 Hours

The Power of 13 Hours

The Designathon showed me how much can be accomplished in just 13 hours. From researching to ideating, prototyping, and finally presenting, our team was able to move through all the critical stages of design. It was a testament to the effectiveness of focused teamwork and time management.

My team and I at the designathon 😀
My team and I at the designathon 😀
My team and I at the designathon 😀
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Got thoughts on design, sustainability, or want to swap Spotify playlists over chai?


Send me a hello!

Email

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Got thoughts on design, sustainability, or want to swap Spotify playlists over chai?


Send me a hello!

Email

ux.asthadhami@gmail.com

LinkedIn

aasthadhami

Instagram

astha_dhami

Got thoughts on design, sustainability, or want to swap Spotify playlists over chai?


Send me a hello!

Email

ux.asthadhami@gmail.com

LinkedIn

aasthadhami

Instagram

astha_dhami

Designed and occasionally overthought by Astha Dhami ©

2025

Designed and occasionally overthought by Astha Dhami ©

2025

Designed and occasionally overthought by Astha Dhami ©

2025