🚨 Understanding the Problem

I started by understanding the problem with a context of the UK where managing personal finances has become increasingly complex. Here are some of the notable problems:

• Users hold multiple bank accounts and cards

• Subscription services are hard to track and manage

• Rising cost of living makes financial planning critical

• Most banking apps are reactive, not proactive

Users don’t lack data, they lack clarity, guidance, and timely intervention

🎯 The Goal

The goal of this project is to design a system that:

• Helps users understand their spending behaviour

• Provides proactive financial insights

• Encourages better decision-making in real-time

👥 Target Users

• Young professionals (22–35)

• Multi-account banking users

• Digitally active consumers with recurring subscriptions

🔍 Key Insights gathered from Research

From research and behavioural analysis:

• Users check their banking apps after spending, not before

• Subscription costs are often underestimated

• Financial stress is linked to lack of visibility + control

• Users prefer simple, actionable insights over complex reports

💡 The Opportunity

Shift from “expense tracking” → to “financial coaching”

Instead of showing:

• What users spent

We design for:

• What users should do next

⚙️ Product Strategy, Thinking & Trade-offs

Why NOT build a full banking app?

• Focus = intelligence layer, not infrastructure

Why AI coaching over manual budgeting?

• Users don’t want to configure, they want guidance

Why simplified dashboard?

• Reduces cognitive overload, thereby driving action

🎨 Design Approach

• Minimal, distraction-free interface

• Clear hierarchy of financial priorities

• Behavioural nudges instead of overwhelming data

🚀 What Makes This Different

Unlike traditional finance apps:

• Not reactive → proactive

• Not data-heavy → action-focused

• Not static → adaptive