Introduction
Leading the design for the Ramsey Gazelle debit card presented a unique opportunity to create a comprehensive and user-friendly financial app from the ground up. This case study outlines the research, design process, and key features that shaped the Gazelle app and its integration into the Ramsey solutions suite.
The Product
A modern mobile banking experience for managing your daily finances. A place for payments, transfers, and all your day-to-day banking needs, in one intuitive mobile experience.
A learning platform that teaches users how to handle money the Ramsey way. A destination for financial conscious people trying to get out of debt.
The Problem
Too many banks are in the business of keeping people in debt. Ramsey and Gazelle are in the business of getting people out of debt. Too often, banks get people tangled up into credit card debts, personal loan debts, and other debts they don’t need.
The design problem to solve for Gazelle was “how can we create a banking experience that...”
Is a safe place for people who are trying to make a better life for themselves
Has a modern and intuitive interface, that links digital and physical design
Provides tools that align with the Ramsey’s principles (baby steps)
The Process
Stakeholder Workshop
Answer the what, who, why, where, when, how questions for a unified vision and clear path forward with the larger group.
Understanding Users Baseline Needs
I conducted extensive research by signing up for 10+ unique online bank accounts.
This hands-on experience allowed me to analyze different signup processes, data security measures, onboarding flows, and daily interactions users have with these applications.
Exploration of many banking apps
Standard trifold card carrier
Another standard trifold card carrier
Ideation
Brainstorm Ideas
How might we encourage users to save $1,000 as part of baby step 1?
How might we eliminate users urges or desires to use a credit card for purchases?
How might we create an experience that guides users through the Ramsey plan?
Flowcharts
Does this path make it easy for user to follow and achieve their goals?
Prototype
Validate the idea
Do separate budget categories or envelopes that match the Ramsey envelope system work digitally?
Does it also work for savings goals?
User Feedback
Is this a modern take on mobile banking accounts that is clutter free and very intuitive?
Show Stakeholders
Is this the correct direction, aligning with company goals, before we move along?
Test
Does this help users through the Ramsey Baby Steps better?
Throughout each design phase, we engaged with early adopters to test our concepts. Conducting both in-person and virtual sessions, we gathered insights on the signup flow, money transfer interactions, envelope management, and integration with external bank accounts.
User feedback was invaluable in refining the UX, ensuring that our designs felt familiar and intuitive.
Iterate
Making on the fly changes between interviews to get the prototype in a place they was intuitive to all testers.
We also ran a BETA program with early access to users to test the early product in real world situations.
Signup Flow
First deposit flow
Activate card user flow
Adding a sinking fund (savings goal) test
Designing the Physical Card
A unique aspect of this project was the design of the physical debit card and its accompanying user experience. This involved not only the card design itself but also the packaging and app interactions related to the card's arrival.
Gazelle card carrier design
Physical card carrier proofs
Gazelle debit card print specs
The team and I using our physical cards to buy lunch
We explored the intersection of print and digital design, considering how color consistency and user experience would translate between the two mediums. Upon signing up for Gazelle, users received a tracker within the app to monitor their card’s delivery. Additionally, we incorporated a fun QR code interaction for card activation, enhancing user engagement.
The Results
Gazelle mobile app and physical debit card
A safe place for people who are trying to make a better life for themselves
No ads or fees, just a banking app that does everything a user needs to do while guiding them in the right direction with little nudges.
Activity on joint account / Funds and digital envelopes
In app notifications / Guidance
Gazelle bank account signup flow
Transfer money / Baby step complete
Home / Envelope
A modern and intuitive interface, that links digital and physical design
All designs are part of the larger Ramsey Solutions design system, with modifications to make this a unique brand within Ramsey.
Integration of a QR code on the mailer with a deep link to the app to easy in the card activation process.
Physical card that matches look and feel of digital assets.
Provides tools that align with the Ramsey’s principles (baby steps)
Digital envelopes and goals, to match physical ones.
In app notifications to guide user through the baby steps.
Celebrating a Baby step 1 completion!
App store gallery
Conclusion
The Gazelle debit card project was a rewarding experience that allowed us to build a financial product from the ground up. By focusing on user needs, integrating innovative features, and ensuring a cohesive experience between digital and physical elements, we created a tool that empowers users on their financial journeys. The launch of the Gazelle app exemplifies the impact of thoughtful design in the financial technology space.