Smart Saving with gini

gini (2019)

This case study examines how gini, a fintech company in Hong Kong, addressed the challenge of encouraging users to manage their finances effectively through the introduction of a gamified budgeting feature. By considering localized factors and leveraging gamification, gini developed a feature that allowed users to set saving goals based on a percentage of their salaries, assigning them to different "Saver" categories. The feature also included visual representation of saving progress through savings rings. The launch of the feature received positive user feedback, with users expressing enthusiasm for the gamified approach. Additionally, gini implemented a "giniTales" campaign, presenting saving tips in a fairytale format, which further resonated with the audience. Overall, gini's gamified budgeting feature successfully engaged users and positioned the company as an innovative and customer-centric fintech solution provider.

Background

gini is a prominent fintech company in Hong Kong that offered a personal finance management app (discontinued in 2021). The app enabled users to track their transactions across all their bank accounts, and see comprehensive reports about their monthly spending patterns, with the hopes of helping the Hong Kong market save more. However, gini recognized the need to enhance its app's features to provide a more comprehensive solution for users looking to manage their finances and save better.

The Challenge

The primary problem we aimed to tackle was the absence of a budgeting feature. While our existing features allowed users to track their finances in one place, there was a noticeable gap when it came to supporting effective budgeting. Previously, users would have to manage their budgets manually, without that much assistance from the app. We recognized the opportunity to address this issue by incorporating a robust budgeting feature directly within our app.

The Solution

To address the problem at hand, gini developed a sort of gamified budgeting feature that revolutionized the way users approached personal finance management. Understanding the Hong Kong market's affinity for gamified experiences, gini strategically incorporated gamification elements in the hopes of increasing user engagement. The feature provided users with the capability to set saving goals as a percentage of their salaries. The percentage selected by users determined their corresponding "Saver" category, such as Spender, Saver, Saving Expert, Saving Master, or Future Billionaire. By introducing different "Saver" categories, gini created a sense of achievement and motivation for users to save more.

1. Goal Setting

The Goal Setting feature allows users to set personalized budget goals. This feature utilized a user-friendly slider that allowed users to easily adjust their savings percentage based on their desired financial objectives. The percentage of savings selected by users on the Goal Setting feature determined their assigned "Saver" category. For example, selecting a savings percentage of 10% would classify the user as a "Spender," while opting for a range of 11-14% would designate them as a "Saver." Higher savings percentages, such as 15-20% as a "Saving Expert," 21-25% as a "Saving Master," or exceeding 26% as a "Future Billionaire," provided users with further motivation to save more. By detecting the user's salary from their transactions, the feature automatically offset the budget goal against their income, ensuring that the savings target was aligned with their financial capabilities.

2. Salary Detection

The built-in salary detection feature serves as the foundation for various financial calculations. This feature intelligently identifies recurring monthly income from the user's transaction history, allowing for enhanced financial management capabilities. By accurately detecting the user's salary as a recurring monthly income, gini's app utilizes this information to establish spending limits. The app analyzes the time frame between successive salary deposits, providing users with insights into their available discretionary income until the next paycheck. The built-in salary detection feature also plays a crucial role in determining the duration of the saving period. By analyzing the time frame between recurring salary deposits, the app calculates the standard saving period for each user. This timeframe provides users with a clear understanding of how long they have to work towards achieving their saving goals, enabling them to plan and manage their finances effectively.

3. Savings Rings

To provide users with a visual representation of their saving progress, gini introduced Savings Rings, inspired by Apple's fitness ring features. These rings served as a visual indicator of users' financial habits and the time remaining until their next paycheck.

The outer ring of the Savings Rings visually depicted users' saving progress. The ring was color-coded, with green indicating that spending was within the budget, orange indicating that spending was approaching the budget limit, and red indicating that spending had exceeded the budget and they were starting to dip into their savings.

The inner ring of the Savings Rings represented the number of days remaining until the user's next paycheck. Inside the ring, the actual values were displayed, indicating how much was ok to spend within the remaining days of the pay cycle. This real-time feedback helped users monitor their financial habits and encouraged them to stay within their budgetary limits.

4. Summary of Expenses

The Savings page provided users with a comprehensive summary of their spending progress, offering a detailed breakdown of their salary, expenses, savings goals, and overall savings achieved using the feature. This breakdown allowed users to gain a clearer understanding of their financial situation and evaluate their progress in saving for the month.

The summary on the Savings page included the following key elements:

  1. Income: The page displayed the user's salary, providing a reference point for their saving goal.
  2. Expenses: Users could see how much they had spent so far during the month. This information helped them gauge their spending habits and identify areas where they may need to adjust their financial behavior.
  3. Saving Goal: The page presented users with their savings goal for the month. This served as a target to work towards and helped users stay motivated in achieving their desired savings.
  4. OK to Spend: Users could access information on how much was acceptable to spend within the given month, considering their salary, expenses, and savings goal. This feature provided users with clear guidance on their spending limits and encouraged responsible financial decision-making.
  5. Saved with gini: Displays the total amount saved using the feature over time. This cumulative figure allowed users to track their progress and celebrate their achievements in building their savings.

By offering this detailed breakdown of expenses, savings goals, and overall progress, gini's Savings page empowered users to have a more accurate assessment of their financial health and make informed decisions to improve their saving habits.

Monthly Report

At the end of each cycle, gini provides users with a comprehensive summary of their performance in achieving their savings goal for that month.his summary offers valuable insights into their progress and helps users assess their financial accomplishments.

Promotion & Marketing

To complement the launch of this new budgeting feature, I conceptualized a series campaign called "giniTales." These stories, presented in a fairytale format, educated users on how to save effectively using gini's new budgeting feature. The campaign's success can be attributed to its ability to make financial education accessible and enjoyable.

Conclusion/Results

gini's introduction of the gamified budgeting feature represented a significant milestone in its efforts to empower users in managing their finances effectively. By incorporating gamification and considering localized factors, gini successfully appealed to the Hong Kong audience's preferences, resulting in favorable user responses. The feature, along with the "giniTales" campaign, not only enhanced user engagement but also positioned gini as an innovative and customer-centric fintech company.