Partnering for Success
When our client came to use with a challenge in mind, but no clear solution, we partnered to explore multiple concepts and determined that gamification was the best way to reach this audience. Our ideation process involved developing a wide range of brand experiences — all using gamification as a way to help college students learn how to manage their finances. We tested the concepts to determine which ones resonated most with college students before choosing our final concept.
More Than a Game
Utilizing the principles of persuasive design, we created a student-focused platform aimed to increase financial acumen through a fun and engaging competitive mobile game application. Attempts by banks in the past to develop a game with these goals were focused on knowledge from a memorization perspective. This time the approach differed because the game was designed with community input that was primarily fun to play and educational as a secondary benefit: a game for millennials, designed by millennials.
Meet Them Where They Are
The conceptual evolution of the game presented an opportunity to engage millennials on their terms by abstracting intimidating terminology and offering a more digestible experience to improve financial understanding through intuitive gameplay. The game challenges students to learn key financial concepts while playing a match game of increasing difficulty to obtain resources necessary by balancing needs vs. wants in hopes of winning the game.