BACKGROUND.
Emma is a money management app used by hundreds of thousands of people to track spending, cancel unwanted subscriptions and understand where their money goes. It's a product built on clarity - and one I'd spent time with as a user before approaching it as a design challenge.
This is a speculative concept project - a pitch I developed independently to explore how Emma could expand into savings without losing the simplicity that makes the core product work.
THE CHALLENGE.
The design problem with savings features in fintech is almost always the same: they feel either too simple to be useful, or too complex to be approachable. Emma's brand sits firmly in the accessible, human end of the market - which meant the Save Service had to earn its place without adding friction or cognitive load to an already well-loved product.
I started with sketch notes - mapping the feature structure and entry points before touching Figma. The goal was to understand the flow logic first, then design the interface around it.
Each of the three tools needed its own introduction, CTA and setup flow - distinct enough to feel purposeful, consistent enough to feel like one feature. I introduced a small mascot character, Nutty, to deliver savings tips and add warmth to what could otherwise feel like a dry financial service. It's a light touch, but it does meaningful work in keeping the tone aligned with Emma's personality.
The 12-screen high-fidelity flow was designed with a clear visual hierarchy throughout - guiding users from discovery to setup with minimal friction at every step.
Tools: Figma
RESULT.
The Save Service concept demonstrates how a savings feature can extend a fintech product's value without disrupting its core identity. Each tool is designed to feel flexible and rewarding - adapting to different saving behaviours rather than prescribing a single approach.
This project is included as an example of speculative product thinking - the kind of work that sits between client briefs, where the design constraints are self-imposed and the thinking has to stand entirely on its own.
