Reimagining banking experience for kids and teens in MENA region

It's all about the card

Through numerous interviews with kids, parents, and stakeholders, it became clear that receiving the card is not just an event but a significant milestone for a kid. It's a mark of "graduation in life," a symbol of stepping into adulthood.

Inspired by this insight, we made the bold decision to build our design around the card. We chose to spotlight it—almost like a star on a stage—to highlight the freedom and independence it represents.

Pick your team

Recognizing that kids crave uniqueness, Cashee offers them to join one of the three teams and cards to choose from. Team Bolt caters to the thrill-seekers, Team Rocket to the boundary-pushers, and Team Hearts to those guided by heart and intuition.
‍
This commitment to individuality is represented in Cashee's cards, design, and marketing materials.

Infusing fun into core functionality

Using the banking app daily should be more than just functional but enjoyable. That is why we redesigned the routine features into engaging interactions. Requesting money? Jazz it up with gifs or effects. Exploring analytics? Dive into colourful visuals. Each element is designed to engage, amuse, and resonate with youthful users, from the app icon to the card freezing function.

Smart approach to savings

Instilling the habit of saving is a pivotal part of financial education for the youth. By introducing a dedicated savings tab, users are encouraged to separate their spending and allocate a portion of their income for saving, fostering the habit of budgeting and saving for future needs.
‍
Second, there are goals. Recognizing the challenges of long-term savings, we've incorporated auto-saving functionalities: Round-ups, Fixed % or amount from all of the transactions.

Parents are covered

Based on analytics and interviews, we’ve learnt that parents need to be informed about key actions within the app - the ability to set allowances, monitoring spending,  ensuring easy top-ups, and more.

Earn with Challenges

Cashee goes beyond spending and saving by also offering earning opportunities. Recognizing that the traditional "paying for chores" functionality may not align with Arabic culture, we have redesigned it into challenges. This new approach expands the range of tasks that kids can engage in and receive payment for.
‍
Moreover, parents are encouraged to assign specific tasks and provide monetary rewards, fostering a more incentivized system within the app.

No body loves studying, right?

When it comes to teaching important money topics, we understand that long videos or articles may not capture the attention of young learners.
‍
That's why we've embraced an interactive format as the key to effectively engaging young learners with money topics. Through a story-like content format, quizzes, a lessons-journey map, and rewards for each practice, we've successfully transformed the way children approach their financial education.
‍
To keep the learning experience exciting and fresh, Cashee distributes the content seasonally, taking inspiration from platforms like Netflix. This ensures that users always have new and captivating material to explore.

Contextual learning

Transforming theoretical knowledge into daily habits can be quite challenging. That's why we've introduced contextual learning.
‍
Just received money? Save 10% instantly with one click. Spending a lot on coffee? Activate auto savings and crush your goal in 2 months.

Gamification to add some spice

At the heart of this system are Cashee coins, the internal currency that users earn by completing educational topics, unlocking achievements, winning leaderboard challenges, and even through spending within the app.
‍
The economy has been carefully designed to ensure that users can accumulate enough coins to redeem them for valuable prizes such as app themes, t-shirts, earphones, movie tickets, and more. With Cashee, the more you participate, the greater the rewards you can earn.

Achievements worth collecting

We collaborated with illustrator Oles Derega to create over 60 unique achievements, each tailored to different actions and categories like saving solely with round-ups, referring 5 users successfully, or making 15 purchases of computer games. And there are even secretive achievements to discover – but we'll keep those under wraps!

Deals & discounts & more

All non-money related features were consolidated into "The Hub," simplifying navigation for users. Here, they can explore a variety of benefits, including valuable discounts and exclusive deals offered through an extensive network of partners. Additionally, users have the opportunity to earn money by referring friends, redeem Cashee coins for prizes, and even apply for special jobs. "The Hub" is the go-to destination for a wide range of exciting features and opportunities with Cashee.

Looks good. Feels good. Sounds good.

To create a truly immersive app experience, we've paid meticulous attention to sound design, incorporating custom haptics, and of course, captivating animations.
‍
Adding to the uniqueness, we've tailored these elements to suit each of the three distinct teams, ensuring a personalized touch for every user.

New app. New brand identity.

In the work process, we realized that the existing identity does not reveal brand emotions. Collaborating together with Directa, we developed a fresh visual style for Cashee, using dynamic typography, vivid gradients, and bold fonts to evoke a youthful and energized aesthetic.

Marketing support

To achieve a consistent look and brand experience, we redesigned everything from the website, to app store screenshots, card package, and support to align with the new product.
‍
This dedication to detail ensures that every interaction with Cashee reflects a consistent and unified look and feel.