Personal financial management


Fractal is an app that helps customers to manage money and the financial life. This project has made for the iBank Challenge 2016 (ABI Lab). The goal of this competition was to suggest ideas which aim to promote a new "customer experience" among banks, families and new generations that simplify the relationship using new tools and services.

Scope of the work — The traditional customer experience in banks industry doesn't work anymore. Almost all aspects of financial life today have been migrated to digital channels. Today customers go less inside the physical offices, where traditional they got services and advisory. Their needs for this services is still the same.



This project was done at the end of the year 2016. First of all, I analyzed the context, and I realized that the problem comes from the new relationship between banks and customers. The issue was in the customer experience. My focus was to figure out a solution, that used the latest technologies, to resolve it. In addition to the analysis of the customer experience, that helped me in understanding which was the real problem, and I did the UX of the project.

  • The traditional customer experience in the bank industry is built mainly in branches
  • Today, almost all aspects of financial life have migrated on digital channel
  • The traditional services that customers got used to finding in branches are now available in other channels
  • Customers want to engage with banks in the same way they interact with other services they everyday use.


Context — My first concern was to understand the context. I researched to find the main reasons why the customer experience doesn't work anymore. Several pieces of research showed that after the 2008's crisis customers didn't trust any longer in banks. Moreover, new players were entering, and the background was becoming more competitive. We could only think a the Fintech revolution. Also, the customer base has changed, a new generation called Millenials was coming to the scene. They were exigent, and the way of delivering services wasn't the one they expected.




New generations

Customer journey — I analyzed the daily life of a customer. The central insight that comes out of the research was that customer uses continuously their mobile phone in every moment of his life. I've thought that this new medium could to become the critical point for a new customer experience strategy.


Daily in the life


Content types — When I've agreed upon which medium would help me to build a new strategy, I started to think about what I needed to put inside the mobile. My focus was to understand which contents were more useful for the customer in everyday life. I knew that the most significant concerns of customers were to know where their money was going and helping them to save some of it. I've identified three main content types that might assist in achieving the goal. They were budgets, categories, and plans.


Budgets  —

Categories  —

Plans  —

Interactions and wirefremes  — I've sketched the first interactions by hand. When the organization of content was fine, and the central interactions were defined, I did the early wireframes.



The app put together two main aspects. One side showed the issues connected to everyday money, and the other connected to wealth. In the money section, customers can manage the daily money, discover how and when the money is spent. They also can set budgets in order to achieve personal goals and so implement new habits. In the wealth section, the customer can find preset plans or discover the performance of programs that he has already subscribed. 


my Money

  • manage daily money
  • set budgets
  • achieve goals
  • implement new habits

my Wealth

  • show investments performance
  • monitoring investments plans
  • browse and discover new ways to invest money.