Turning everyday savers into confident investors through goal-based automation
Client
WeLab Bank (HK & SEA)
Release
June 2024
Timeframe
3 months
Role
Lead Product & Growth UX
Stack
N/A
Millions of young professionals across Southeast Asia keep their money in current accounts that earn next-to-zero interest.
WeLab challenged us to design a mobile experience that nudges users from passive saving to proactive investing—without the intimidation of charts, jargon or minimum balances.
The answer is Go-Save, a “smart bus” that leaves the station every Monday. Each passenger chips in a preset amount; as the bus fills, the communal interest rate climbs, giving everyone a shared reason to invite friends aboard. Complementing the bus is a Goal Generator that reverse-engineers any dream—wedding, first home, PS5—into a personalised monthly plan.
Traditional investment flows are linear and text-heavy, causing 67 % of WeLab’s Gen-Z test group to abandon setup after entering a target amount.
The product needed to pack complex calculations into playful, one-thumb micro-flows while meeting strict banking-app security and accessibility standards.
Go-Save launches with a bright, WeLab-yellow splash and a 3-D mascot who explains that “saving alone is good—saving together is better.”
An open-loop “Invite a Friend” banner remains anchored beneath the progress bar until the bus departs, feeding viral growth. Once riding, users can switch to a Weekly Investment View—a soft gradient graph that plots balance against predicted trajectory—while in-line tips suggest rounding-up payments or activating auto-pay.
Peer-to-peer Payment Requests borrow from social apps: drag a friend’s avatar into a concentric ring around the WeLab logo, enter an amount on a colour-shifting numeric pad and tap “Collect”. Micro-savings from these requests can be funnelled straight back into Go-Save, closing the habit loop.
By wrapping compound-interest math inside an upbeat bus ride—and reinforcing progress with social proof—Go-Save repositions saving as a collaborative game rather than a solitary chore. The result is a stickier balance sheet for WeLab and, more importantly, a generation of users who actually enjoy watching their money grow.
