InCent - Empowering financial wellness

Three questions to the project team

What was the particular challenge of the project from a UX point of view?
Project presented several UX challenges. The first was a lengthy onboarding process in financial apps, which research revealed caused many users to disengage early. To address this, Instead of requesting all permissions and details upfront, they were asked gradually, reducing cognitive load, initial friction & building trust. Each stage's purpose was clarified with simple language & animations to enhance user experience. Another challenge was making financial concepts understandable, engaging, and accessible, while encouraging users to apply their learning to develop good financial habits. This was tackled through bite-sized modules, personalised quizzes, and gamification techniques, ensuring the experience remained engaging & motivating.

What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
A personal highlight in the process was decision to integrate AI for personalised financial education. Initially, plan was to create a database manually of financial topics, which was challenging, generic and limited. AI, allowed the app to scale, offering engaging and tailored financial guidance. It could not only teach basic concepts but also help users set goals and take actions. The low point occurred during early prototype testing, where users found AI responses too monotonous, which was off-putting, especially for young adults. We resolved this by making the AI tone witty, adding emojis and GIFs, making it more engaging and fun. This significantly improved user engagement in final usability testing, which was the 'Aha! moment'.

Where do you see yourself and the project in the next five years?
In the next five years, I see the InCent app becoming a leading platform for financial literacy and personal finance management. My goal is to empower individuals’ financial wellness, make financial education accessible, and help people build good financial habits. With continuous innovation and a user-centered approach, InCent will expand to address a wider range of personal finance challenges, becoming a comprehensive solution. Ultimately, I aim to extend financial wellness education to children, ensuring its reach to everyone.

Personally, I seek to grow alongside this journey, refining my UX skills and collaborating with cross-functional teams to create impactful, user- and business-friendly design solutions.