INDUSTRY:
Financial Technologies
CLIENT:
Emma App
YEAR:
2024
EXPERIENCE:
Integrated Service, Prototyping & Interface Design
Emma Finance
about.
Overview
Emma is a money management app that helps users track spending, manage subscriptions, and make smarter financial decisions. As part of an evolving product strategy, I was brought in to design a new “Save Service”—a savings-focused feature that introduces users to creative, engaging ways to build financial resilience.
Working from early ideas through to final interface design, I created a 12-screen high-fidelity flow that introduces and supports three innovative savings tools: Spend & Spare, Emma Bonds, and Community Pots.
My Role
Product & UX Designer
I led the design of the Save Service feature, from sketch notes and wireframes to final prototypes. I worked closely with internal teams to align on structure, messaging, and functionality—delivering a cohesive experience across multiple entry points and user journeys.
Key Features
Spend & Spare: Allows users to round up purchases and save the difference
Emma Bonds: Encourages investment-based saving through tax-free monthly prize draws
Community Pots: Lets users save together toward shared goals with friends or family
Each feature was carefully designed to feel empowering, flexible, and rewarding—meeting users where they are in their savings journey.
challenge.
Design Highlights
Developed a clear visual hierarchy to guide users through the feature options
Introduced “Nutty” the squirrel, a playful mascot who delivers savings tips and adds warmth
Created tailored CTAs and intro flows for each savings service
Focused on simplicity, motivation, and personalisation in copy and layout
Ensured each tool could be accessed, understood, and set up with minimal friction
Approach & Process
Starting with hand-drawn sketch notes, I mapped out the feature structure and flow, then iterated through wireframes in Figma, building up to a polished set of high-fidelity screens.
Each savings tool had its intro page, CTA, and breakdown screen—designed to strike a balance between education and ease of use. The inclusion of Nutty helped humanise the journey and reinforced Emma’s approachable tone.
result.
Impact
The result was a friendly, focused savings experience that fit naturally within Emma’s ecosystem. Key benefits included:
Strong visual clarity and user flow from intro to setup
Playful UX elements like Nutty to boost engagement and approachability
Flexible savings tools that adapt to different financial behaviours
A cohesive, branded experience aligned with Emma’s tone of voice
