Loved: Finance, Last Lauf

Loved: Investing

Context

Loved is a mobile investment platform centered around helping educate kids on how to invest and achieve their goals. I worked closely with the CEO as the founding design team member to develop the brand, product, marketing materials, and pitch. We built a small team to help execute on development, UX motion, and illustration.

Role

Lead Designer & Creative Director

Techniques

UI/UX, Branding, Strategy, Creative Direction

Framing

Problem:

Money and financial education are intergenerational. A direct relationship exists between Family Savings and Child Success. Those with money pass it on to the next generation with financial education. Kids from families without wealth, are less successful as they miss out on a dedicated savings account & financial education.

Solution:

Loved is a mobile investment platform designed around the needs of adults who wish to provide for anyone under 18, and kids who can derive significant life benefit from financial education. Loved empowers adults to invest for any kid whilst creating success via financial education.

Testimonial from the early concept:

“I have 14 grandkids and would like to start an account for each of them so they can learn how to save and watch it grow… Kids are all about technology these days, so I figured it would be a good way to capture their attention. I picked out several apps, but liked how yours was thoughtfully positioned the best. It was unique that helping kids learn was the focus of the application.”

Kathy, NC

Branding

We wanted the brand to be playful, approachable, and trustworthy which is why we chose blue as a primary color and primitive shapes as the basis of our visual language. The illustrations were created in collaboration with the talented Giulia Zoavo.

Brand Personality: Friendly, Empowering, Helpful, Quirky

Brand Pillars: Easy, Educational, Flexible

Marketing Collateral

We created a comprehensive set of marketing materials including a website, educational blog for parents and children, email templates, and printed collateral.

Product Design

The CEO had an existing flow and wireframe that we audited in detail. We took into account heuristics, flow, interaction, and overall look & feel of the app. After we aligned on the goals and direction we went through multiple iterations of wireframes and high fidelity designs until finalizing the product direction. We conducted concept and usability tests along the way to get signal from parents and children that fit into our demographics research.