Every 4th woman over 65 in Austria is affected by old-age poverty and ⅔ of the 200,000 people at risk of old-age poverty are also women. These figures show the effects of a centuries-old taboo for women to talk about and deal with money.
Because women live longer than men, have shorter professional careers and tend to earn less, they need to invest more in their financial education than men.
A major challenge on this path are societal and cultural attitudes towards finance for/by and about women. An OECD study from 2013 shows that women are less confident about their financial knowledge than men. This is where Moneytalk comes in.
Year: 2021
Role: Editorial Design, Concept, UX/UI Design
Tools: InDesign, Figma
Project: Master Thesis
Role: Editorial Design, Concept, UX/UI Design
Tools: InDesign, Figma
Project: Master Thesis
What is Moneytalk?
Moneytalk aims to break the money taboo among women. It uses the interaction behaviour of well-known dating platforms to talk anonymously with other women about money topics.
In keeping quiet about money, we get caught in the vicious circle of financial ignorance, which translates into financial mistakes, which in turn results in embarrassment and shame.
The topic is avoided, even more, leading to a manifestation of the money taboo.
Talking about money, regardless of the discomfort and sense of vulnerability it can cause is the only way to break the money taboo.
And that is why Moneytalk exists.
Hooked-Modell
Moneytalk is based on the Hooked model by Nir Eyal, a framework that aims to develop products that become habits and are therefore frequently used. It starts with analysing what action you want to encourage in users and what habits they are already used to. After that, the user needs a trigger that makes them want to use your product. In the case of the Hooked model, you look for intrinsic triggers.The action that the user performs must trigger pain relief of an itch that the user has had. The pain relief or reward could be the other person's response and satisfy your curiosity. The following and final part of the Hooked Cycle is the part where the user has to invest in the application so that its use becomes a habit. The investment could be responding to the question, onboarding or wiping through possible money matches.
Branding
High-Fidelity Prototype
Let's talk Money!
