AI-Powered Financial Wellness
Backbase | Amsterdam
Goal
To design a financial wellness experience that increases engagement while helping users make smarter, more confident financial decisions
My role
I led the research, product discovery, design prototyping, and testing for this concept, using Gemini Deep Research and Lovable AI to inform the UI experience. I collaborated cross-functionally with Product and Design to align on vision and execution.
Impact
Insights from this concept are now shaping client conversations around a complete and more personalized Financial Wellness overhaul.
Before and After
Where we started
During the Retail Banking Revamp, most of our focus was on improving the app’s dashboard and overall information architecture. We streamlined navigation and reduced friction across core user flows.
At the time, the Financial Insights page was largely out of scope. It existed as a generic screen with little insights or personalization, and user engagement was low. We saw an opportunity to revisit this neglected area and reimagine how insights could feel actionable, emotionally supportive, and easy to act on.
Our first steps
Revisit existing data to understand how users were interacting with the Financial Insights page.
Review prior research from the Retail Banking Revamp, including insights related to navigation, dashboard usage, and content hierarchy.
Discovery
Here’s what I did:
Survey review: I revisited a previously run financial wellness survey with 397 participants across the US, UK, and Canada to identify what people expect from financial dashboards. Key findings shaped early decisions around clarity, forecasting, and actionable guidance.
Segment & persona alignment: I used Gemini Deep Research to surface behavioral segments and mapped these against existing personas to clarify needs, goals, and pain points across different user types.
Prompt design & ideation: I created a structured prompt combining survey themes, behavioral segments, and tone considerations, and input it into Lovable AI to generate actionable nudges.
Rapid concept iteration: I translated the AI nudges into a first concept prototype, integrating forecasting, debt tracking, and contextual guidance. Internal feedback and helped refine this direction.
I explored multiple ways to organize and prioritize financial insights. Each layout tested different strategies for reducing overwhelm and guiding user focus.
Concept exploration: layout variations
Lovable AI prompt for generating insight card components
We moved forward with a combination of Concept 1 and Concept 2, as it offered clear direction for users while maintaining focused access to specific topics.
Impact
Research on the redesigned wellness dashboard has so far indicated:
Strong perceived value and emotional resonance. Participants described it as “very helpful” for managing their finances, highlighting its clarity and depth compared to existing apps.
Insights from this concept are now shaping client conversations around a complete Financial Wellness overhaul.