Name: FLOW STRATEGY
Type: DIGITAL STRATEGY
Role: SUBJECT MATTER EXPERT
Duration: SUMMER/FALL2019

Executive summary

In my role as a subject matter expert in savings and investment, I provided strategic input on how to improve Nordea’s digital approach to financial well-being, focusing on the "slow money" aspects. My work involved transforming high-level strategic insights into actionable UX concepts within the savings and investment space, resulting in a more transparent and engaging digital experience for Nordea’s customers.

 Design challenge

Nordea sought to reduce customer financial stress by helping them gain a comprehensive view of their finances. Research revealed that customers often lack clarity on managing “fast” (daily expenses), “moderate” (short-term savings), and “slow” (long-term investments) money, creating feelings of frustration and a lack of control. The FLOW strategy aimed to bridge these financial areas, guiding users toward a more holistic view of their finances and fostering long-term well-being.

Source: Red Associates, What is people’s relationship to money? (2017)

 Process / Impact

The project led to an actionable roadmap that Nordea’s Product Managers and Owners could use to implement customer-focused savings and investment tools. These solutions provided a clearer financial overview, fostering a positive impact on users’ financial well-being and digital engagement.

Framework Development
Collaborated in the process of integrating "moderate money" into Red Associates' existing fast and slow money framework. This addition created a bridge between short- and long-term financial goals, enabling a more comprehensive financial overview for users.

Financial Timescale Creation
Translated the concepts of fast, moderate, and slow money into a customer-centric timescale, aligned with common financial mindsets.

• Spend (Fast Money): Covers immediate needs like rent and groceries, with money that exits accounts quickly.
• Save (Moderate Money): Builds an emergency fund for unexpected expenses, with money staying longer in accounts through regular contributions.
• Grow (Slow Money): Long-term investments, such as stocks or property, that allow money to grow over extended periods without frequent access.

Prototype Development
Helped translate strategic insights into app prototype designs, creating user-friendly paths for spending, saving, and investing within a cohesive digital experience.

User Testing
Validated the strategy by gathering user feedback, which confirmed high enthusiasm for clear investment guidance, personalized savings goals, and a customizable interface.

 Design solution

Investments for new investors
An intuitive onboarding experience for users new to investing, with guidance and wizard flows for setting up investment plans.

User Feedback
New investors found the investment guidance appealing and accessible, reducing the threshold to start investing.

Investments for investors
Easy access to all investments from the home screen with search, inspiration, and activity feed.

User Feedback: Users appreciated the streamlined interface for tracking performance, making financial insights more accessible.

Savings Goals
A customizable, engaging way to set and track savings goals.

User Feedback: Users expressed excitement for the personalized savings rules and clear progress tracking, finding it both convenient and motivating.