We designed an MVP to enhance Americans’ financial literacy by integrating interactive learning modules, rewards, goal setting, and co-learning into a family finance app. I led the design through discovery, iteration, research, and UX design, collaborating with Deloitte’s UI/UX team.
TIMELINE
MY ROLE
TOOLS
Adobe CC
Protopie
Hatch is a financial tool that helps families learn together and build healthy financial habits across generations
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Financial illiteracy is impacting American's ability to manage finances, avoid debt, and plan for the future. This knowledge gap hinders millions across the country from achieving financial security and stability.
How might we encourage generational learning at home to foster good financial habits?
AGILE
We prototype, we test, we fail, we restart
While typically seen as a linear process, my journey involved dynamic movement between these phases. I continuously circled back to refine and adapt our solution based on real-world feedback and changing insights.
USER RESEARCH
Why Isn’t Financial Education Working—and How Can We Make It Effective?
We conducted desk research and over 12 user interviews across different age groups to understand the gaps in financial education. The insights revealed generational differences and practical challenges in making financial learning accessible and engaging.
TARGET AUDIENCE
Why Families Are Key to Effective Financial Education
We focused on families to boost participation, foster accountability, and create lasting generational influence. Many interviewees emphasized the importance of learning financial skills early, making family involvement a natural fit.
We tested several new features, but market feedback quickly showed they didn’t resonate with users.
We implemented a reward system to motivate kids, but many parents were reluctant to offer material incentives due to financial limits or concerns about over-rewarding.
Test Learnings:
Parents reluctant to provide material rewards.
Financial constraints limit reward options.
Over-rewarding concerns make system less appealing.
We designed a points system, rewarding children for completing learning modules. However, it was hard determining the right point allocation for each goal, making the system overly complex and hard to manage.
Test Learnings:
Difficulty assigning points fairly to goals.
System too complex to understand.
Progress tracking unclear and ineffective.
An App that Empowers Families With Financial Knowledge For Generational Literacy
GOAL SETTING
ADVICE SEEKING
Feeling stuck? Experts are here to help you
A feature that lets families schedule consultations with financial advisors for expert guidance.
Impact: Encourages usage of premium, paid services, generating revenue while providing families with valuable support.
LEARNING MODULE
Fake it till you make it
Real-life scenario learning content that helps families tackle everyday financial situations together.
Impact: Enhances user engagement and retention by offering practical, relatable content.
CO-LEARNING
Learn together, grow together
A co-learning feature that allows family members to share modules and learn together in real-time.
Impact: Boosts user engagement and retention by encouraging more frequent app use and stronger family connections.
Accelerating Growth Through Family-Centered Learning
We’re hoping to acquire 2.15 additional users for every 1 user onboarded, driven by our strategy of encouraging parents to start their families’ financial journeys.
9.99% monthly user growth rate projected to increase registered users from 1,000 to 2,850 by Month 12, indicating strong acquisition potential.
