Designers
Oleg Gasioshyn, Viktor Hotskivskyi, Sasha Shumylo
Year
2024
Category
Product
Country
United Arab Emirates
Design Studio / Department
The Gradient
»Cashee innovates banking for the youth, aligning with evolving money formats and modalities. The app features a modern design, clean UI, and gamification elements, creating a novel value exchange. It educates future generations about finance and empowers both children and parents by offering a fresh take on spending habits. This approach reflects banks' adaptation to changing financial landscapes, driving business value through financial literacy.«
Monika Khanna and Alex Mulder
And the award goes to...
Three questions for the project team
What was the particular challenge of the project from a UX point of view?
One of the challenges was how Cashee could help to teach kids financial literacy. According to a survey Cashee conducted, over 80 percent of parents in UAE said they faced challenges teaching kids about money. We solved this challenge by going beyond basic banking functionalities to offer a comprehensive financial education experience. Cashee incorporates gamification elements to make financial education fun and engaging for users. By earning points, badges, and rewards for completing tasks and reaching financial goals, users are motivated to participate in their financial journey actively.
From a UX perspective, the app should have a colorful and intuitive design that appeals to kids and teens. From playful animations to user-friendly navigation, the app was designed to make the experience enjoyable for the young audience.
What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
This project provided a unique opportunity for our product design and engineering teams to work closely together, with rapid iterations, faster feedback loops, and validation of a solution's technical feasibility.
Validating ideas and features with users (both kids and parents) during development was another key element. Regular feedback sessions provided valuable insights into their needs and preferences, allowing the team to refine or prioritize features based on customer excitement and satisfaction. This user-centered approach ensured that the final product was not only innovative and visually appealing but also highly functional and user-friendly.
Where do you see yourself and the project in the next five years?
In the next five years, we are committed to expand Cashee’s reach from regional to a global business. This is more than just a banking app. We envision Cashee to become a holistic financial partner for kids, teens, and families and to educate them on money management and financial skills. One of the ways would be to build more meaningful partnerships with schools and universities. Another one is to add new ways of gamifying financial literacy. But the long-term view is to move from a financial literacy for youth to financial literacy for everyone.
View our Deep Dive with Sasha Shumylo, Associate Partner at The Gradient.
