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.
Savings features in fintech tend to fail in one of two directions: too simple to be useful, or too complex to be approachable. Emma's brand sits firmly at the accessible, human end of the market - which meant the Save Service had to earn its place without adding friction or cognitive load.
UX / Product Thinking.
Three savings tools - Spend & Spare, Emma Bonds and Community Pots - each designed to meet users at a different point in their financial journey. The structure started with sketch notes, mapping flow logic and entry points before any Figma work began.
Each tool needed its own introduction, CTA and setup flow - distinct enough to feel purposeful, consistent enough to feel like one feature. A small mascot character, Nutty, was introduced to deliver tips and maintain Emma's tone throughout a journey that could otherwise feel dry.
Impact.
A 12-screen high-fidelity flow built to production standard. This project is included as an example of speculative product thinking - self-imposed constraints, no client brief, the design standing entirely on its own reasoning.
