An app that helps save money by behavioral change


Help people save more money.


Piggy is an app that helps save more money by behavioral change

My Role (Solo project)

Primary & Secondary Research, behavioral analysis, wireframes, visual design, prototyping in Framer JS (coffee-script/Javascript)

Here is the design process…


After researching online and talking to 5 people, I discovered following insights on how do people save money:


  1. People are not saving money because they don’t have much money to save.
  2. People don’t save money because they spend too much to pretend they’re not poor by spending most of their money to “rich goods” (like clothing, jewelry, furniture, manicures, and exercise classes)
  3. People don’t save money because U.S. has made it easy to spend, easy to borrow, and easy to raid savings to spend and borrow more.

Meet Dinesh & Rosa

User Personas

Behavioral change by BJ Fogg

I used BJ Fogg’s B = MAT concept which describes how behaviors are affected by motivations, abilities and triggers. Easiest way to change the behaviour is to add triggers starting with lower motivation that are easy to do. And with the combination of stronger triggers and rewards over time, user gets motivated enough to do complicated tasks leading to behavioral change.

BJ Fogg’s Behavioral Model

Behavioral Statement

“People should be saving enough money from their incomes to spend later during emergency, retirement etc. But they are not saving as they have been spending too much on “rich goods” knowingly or unknowingly. As a consequence, people end up saving lesser than expected; leaving their dreams unfulfilled/delayed.”

Behaviors and their ability drivers

Ability Drivers

The following behaviors are the ideal behavioral states of Dinesh and Rosa to save more money:

  1. In the start of month/week, people should put some amount of their monthly/weekly salary aside for savings, so that they don’t have to worry about saving later. (Ability driver — money)
  2. People should perform less ‘luxurious’ activities which may utilize saved money (Ability driver — non-routine) ( luxurious activities — eating out daily, buying too many clothes, jewelry, furniture, manicures, and exercise classes etc.)
  3. People should calculate their expenditures, bills and loans and based on that calculation decide how much they should save every month/week. (Ability driver — Brain cycles)
Motivation, Ability & Trigger

How it works

A character ‘Piggy’ that belongs to you

In order to avoid reckless spending on ‘luxurious’ goods by Dinesh, the product needed to imitate piggy bank in which money is only added. And giving it a physical form and a name — Piggy, added immense value of ‘ownership’.

Your piggy
Wireframes: a) Link bank account b) Home- add money to piggy bank c) Check monthly progress d) Set limit to the goal e,f) manage expenses
Adding money experience

AI + Tiny Habits

Starting with savings of just $3, Piggy builds slowly, over time, builds the tiny habits of savings which is the key to behavioral change. 

As Piggy is linked to bank account and therefore, to spendings, it learns how much amount to be increased at every moment that helps user to save more money every day.

View the full app framer prototype

The breaking experience

Similar to 

Goals as motivations and success parameter

Setting up “Goals” within the app motivate users to achieve an objective that they wish to achieve for. Such as buying a camera, investing in stocks, saving for a gift, emergency etc.

What’s next?

Intelligent call to action to relate to the 

The Visual Delight

Sound, refreshing (Gradient) colors and delightful animations


The screens proceed with some custom animations triggered at the click of ‘Next’ button

View the Onboarding framer prototype

What I learned

  1. Framer is an amazing tool for prototyping real interactions
  2. Savings automation can surely help solve the problem of saving money to some extant, but it doesn’t help change the behavior of a person.
  3. Behavior is changed over time with practice when enough “learning” is induced into the experience. We can make it happen with right “triggers” and rewards at the right time.