Relaunch of a Savings App Post-Acquisition

Long Game Rewards is a mobile personal finances app built upon behavioral economics mechanisms, like prize-linked savings, and deep insights from mobile gaming. After serving almost 1M customer accounts, Long Game Rewards was acquired by Truist bank in 2022. As of 2024, Truist Bank is considered the 8th largest U.S. bank.

The Challenge

Redesign the UI and UX to integrate with Truist tech, brand, and legal requirements.

The Solution

Newly optimized onboarding flow and account linking interactions to integrate with the Truist stack, and newly branded Truist Long Game mobile app and webpage.

The Results

The app maintained a 4.8 app store rating and a 65% 3-month retention rate with an average of 4.8 days per week of engagement.

My Role

Lead Product Designer & Design Director: UI/UX, Testing, Prototyping, stakeholder management, marketing materials, art direction.

The Challenge

Long Game Rewards was built as a B2B product that integrated with various financial institutions to drive user acquisition and retention. Once the team and product were acquired by Truist, it needed to become something a top-ten bank could promote as its own. This meant rebuilding and redesigning the majority of the app to integrate with Truist’s ecosystem and represent the brand both with the visual and the content. As a game built upon a sweepstakes model for the prizes, this presented more rigorous legal, risk, and compliance reviews and edits.

Process

1. Collaborate with legal, risk, compliance, marketing and brand stakeholders to document and refine the content, imagery, and reward system of the app to appropriately represent the bank while adhering to regulatory requirements.

2. Redesign and rebuild the onboarding funnel, flows, and technology to integrate with Truist frameworks for an optimized financial user experience.

3. Work with other teams to launch a product page and systematically roll out the new experience to ensure a great end experience.

Solution

Truist Long Game launches

We launched a new vibrant brand to complement the existing Truist suite of product offerings. Truist Long Game featured a revamped onboarding process to integrate Truist account linking and promote Truist One Checking and Savings accounts during the 24-hour trial of the app. The Truist brand was integrated throughout the app, and every transactional flow was redesigned to support and visual communication between the Truist mobile app and Truist Long Game. This way clients know what to expect and when to expect it when it comes to their finances.

Brand new content and financial trivia launched to better align with the Truist voice. Finally, a new Coin economy was created to support sign up bonus incentives in addition to the variety of methods to earn Coins to play games. After slowly rolling out to Truist teammates, Truist Long Game was launched in May 2023.