Overview

Simple had strong customer loyalty but limited room to grow beyond checking. I led design for Savings Goal, a new product built within Goals to help customers save with confidence and earn interest.

Design and Implementation Challenges

System integration: I worked closely with engineering and legal teams to introduce a new account type inside Goals while meeting all compliance requirements.

Experience design: I preserved the familiar Goals experience while adding transfers, interest behavior, and account details that customers could understand at a glance.

Trust and clarity: I prioritized transparent language and clear account states so customers always knew what was happening with their money.

Product consistency: I ensured the new flow fit naturally with existing experiences like Safe to Spend, Goals, and Expenses.

Outcome

Savings Goal launched successfully and expanded the product line without increasing cognitive load. Customers gained a simple path to better saving habits and meaningful financial value.