Design an experience to engage and motivate millenials to improve their financial health.

Overall flow


Wells Fargo gave us a day to create a prototype that would answer the above question. It was a rapid process of research, ideation, and prototyping with feedback from mentors along the way. Other than the user focus being millenials, we were able to explore all the ways technology could make a meaningful impact on financial health. We discussed the socio-technological gap between what the user needs and what current solutions actually offer. We also looked at how different platforms from web to mobile would influence the experience for the user. In the end we created a platform that took the best aspects of the tools that millenials were already using(Yelp, Quora, Reddit) and aligned it with motivations that influence their financial behaviors to create Seedling.


We weren't expected to create a functional prototype, and that exposed us to the dangers of thinking too far out of the box. We had to reign in our ideas several times with pointed questions to figure out the most direct way of solving the problem.

My roles

User Research, Prototype Development, UX Design, Information Architecture


Winning the competition was great, but the time constraints of the day left me wanting to develop the product more. After a couple of hackathons, I've come to realize that it's a great opportunity to work rapidly and learn on the fly, but the product will never be fully complete. The next steps will be to follow up with Seedling and nurture it's growth to the next stages. A key insight is how much data is generated by the financial transactions of individuals. If harnessed properly with proper privacy protections, a software application could make a meaningful impact on a whole generation of users.