July 2020
smarter, social financial decisions
This project was created under the supervision of Ayesha Hasan in a workshop titled Design for Change. Based on designing solutions for financial problems and concerns of Generation Z, Endgame is a digital product allowing users to track expenses, set personal and collective goals with others, achieving financial security and confidence. Making smarter, social financial decisions.
Primary research methodologies included interviews and surveys, synthesized into empathy maps and persona creation. The product utilized one round of user-testing.
market research
36.76%
Generation Z, born between 1995 and 2010
10.61%
Currently aged between 18 - 24, enrolled in universities or entering the job market.
Target Audience
22,044,876
people
focus area
Pakistan's youth unemployment is the highest across the age demographics; with COVID-19, this unemployment is projected to increase leaving many with a need to save and budget their money.
Findings indicate that even with a limited source of income the youth has a desire to save.
For this reason, we decided to focus on designing a solution for Gen Z in Pakistan to equip them with saving techniques for a stable and fulfilling financial future.
target market
The User
Amna
Is a senior in university, earning PKR 5000 - 10,000 a month from small projects and part-time jobs. She has a desire to save but not entirely deprive herself from spending.
She decides that to do what she wants and have new experiences she must have her finances in order.
pain points
Low sense of financial confidence
Loses track of their expenses
Is unable to budget and save for the things they want
key opportunities
A desire to save and manage expenses
Comfortable with technology
Is socially motivated, wants to do things with friends.
key pain point
and opportunity
Amna has a desire to use her wealth responsibly and save for her goals but she needs a structured, convenient method, and a social motivation to do it
value proposition
Endgame allows users to track expenses, set personal and collective goals with others, achieving financial security and confidence.
The Circle
At first, she manually pitches the money in, a push notification reminds her when the set date is close, but eventually sets a rule allowing her to automatically contribute.
Amna and her friends decide that at the end of the year, they want to take a graduation trip to the North. To afford the trip they have to save. So, Amna and her friends create a Circle to set aside money for their goal and keep everyone on track.
By creating a Circle for the Graduation Trip, Amna and her friends regularly pitch in money without fail. The Circle allows them to see how much they still need to pitch in and when they should ideally be doing so to reach their goal.
The Safe
Aside from the Trip, Amna’s aspiration of being a professional photographer prompts her to save up to buy a camera for herself. She sets a personal goal for herself and puts aside money every month for it.
Track Expenses
The monthly overview shows her where she is spending the most, telling her where she could cut back if she needs to. Amna can also see that she is doing a better job at saving this month, and can compare her spending over the year so far.
She fears that despite the goals, she may overspend and so, she tracks her expenses.
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Amna sets a limit of Rs. 6000 to her monthly spending, in case she begins to near that, she receives a push notification telling her she should monitor her spending more closely
Dashboard
After Amna has taken the Trip with her friends or bought the camera, she shares it with her friends on her Timeline, where they can celebrate each others achievements.
With her use of Endgame Amna managed to pay off her student loans, buy her camera, and fund a few trips with her friends. This would not have been possible without saving responsibly and purposely. Setting aside money for her goals was simply seamless with Endgame
Whenever she needs a quick update on where she’s at with her goals, Amna can see an overview on the Dashboard.