Redesigning a consumer savings game as a layer on top of any banks’ platform.
Long Game Rewards is mobile finance app built upon behavioral economics and game mechanics. After functioning as a neobank, Long Game needed to pivot to a B2B offering during the pandemic.
The Challenge
Pivot to a B2B business model to grow revenue through affiliates for user acquisition and to help banks retain clients longer.
The Solution
Redesign the onboarding flow to support account integration with multiple banking partners in to custom branding for each bank experience. Adjust the UX to support limitations of new tech integration.
The Results
Onboarded 12 financial institutions in the first year of product launch.
My Role
Lead Product Designer: UI/UX, Research, Testing, Prototyping, Marketing Design
Earlier exploration of onboarding to support multiple banks through Plaid. This iteration included maintaining our multiple “Savings Jars” feature, which was an envelope style of budgeting. As development continued, this solution was replaced with a solution that could only maintain a single savings goal at once due to technical constraints.
Later iteration of the updated onboarding flow, including incentivization to sign up for a partner bank account early for a Coin reward. Coins are the in-game currency of Long Game Rewards, earned for saving and used to play games of chance for cash prizes. This flow shows what user journeys for both signing up immediately or partaking in the trial experience.
The Challenge
The consumer app Long Game Savings was honed over 4 years with several billion data points from almost 1M customer accounts. Those customers were inspired to engage daily and grow their savings by an average of 20% a year. The challenge of this new user experience was to create a product that could integrate a variety of bank and credit union accounts while maintaining the core experience of the Long Game experience. Additionally, we found that banks were hungry for more modern tools to engage the millennial and gen z user base.
Process
Collaborate with engineering to identify new constraints and edge cases for bank account integration through Plaid.
Redesign onboarding and the internal app to support partner messaging and brand.
Test the concept on new users through remote user testing platforms. Iterate based on feedback.
Alert previous Long Game Savings users we would no longer be a neobank and help transition users to new accounts.
Launch with new partner banks.
Solution
Long Game Rewards launches
The new Long Game Rewards launches in 2021. During this version of the product’s lifespan, over 10 partner banks were supported. Their logos and custom messaging were front and center on the home page, where they could cross-sell and reward customers for saving, depositing and learning more about their products.
Consumer facing website to share our value prop as a fun way to save integrated with your financial institution.
Financial institution facing webpage to share our value prop as an engagement and acquisition tool for the younger target demographic.
App Store Screens 2021