Contriibia
Designing a Trusted Group Savings App
Type: End-to-end Mobile app
Role: UX & UI Designer and Researcher
Tools: Figma, Zoom, Notion
Duration: 2 months
Background
Our collaboration began when founders Shakir and Lateef approached our UX team with a mission deeply rooted in cultural heritage: to digitally preserve and enhance the centuries-old tradition of Rotating Savings and Credit Associations (ROSCAs).
Having witnessed firsthand how these community savings circles fostered trust and provided critical support for life milestones and unexpected hardships, they also recognized systemic challenges, security vulnerabilities, member reliability issues, and cumbersome manual tracking.
Through immersive stakeholder interviews and contextual inquiry, we gained profound empathy for both the communal value of ROSCAs and the frustrations users faced.
Design Thinking Framework
Our Human-Centered Approach
We applied the Design Thinking framework to transform an ancient financial tradition into a secure digital experience
Empathize: Deeply understand trust/security concerns through user interviews and competitive analysis.
Define: Synthesize core challenges around group dynamics & financial transparency.
Ideate: Generate inclusive solutions through collaborative workshops.
Prototype: Build user flows focused on security and simplicity
Test: Iteratively refine through multiple usability sessions.
This structured approach guided our market investigation, ensuring every design decision would address real user needs in a competitive landscape.
Competitive Analysis
By mapping out key strengths and gaps across major competitors, we uncovered insights that shaped our product positioning and design decisions.
Key Insights from Competitive Analysis
We audited 9 direct and indirect competitors in communal finance to identify market gaps and differentiation opportunities for Contriibia:
1. Trust is a major barrier.
Many existing apps focus on digitizing traditional systems (Pardna, Asusu), but they often feel risky to mainstream users.
Platforms that succeed (like SoLo Funds or Esusu) tie their model to credibility (credit reporting, lending transparency).
2. Group savings is often misunderstood.
User research showed people were hesitant and confused by the concept.
Competitors reinforce this by either burying group savings as a secondary feature (Esusu) or presenting it in ways that feel niche or informal (Pardna, Asusu).
3. The opportunity lies in reframing.
By presenting group savings not as an “old” system but as modern, empowering, and community-driven, we can highlight its value in a fresh way.
Bloom hints at this approach with gamification, while there’s room to strengthen trust-building elements to fully engage users.
4. Differentiation = blending trust + usability.
None of the competitors fully combine trust-building (e.g., credit reporting, fraud protection) with a delightful, user-friendly experience.
This is where Contriibia can stand out: reliable like Esusu, but engaging like Bloom.
While the competitive analysis gave us initial insights into features and trust signals, it also highlighted a key question: would potential users feel confident using a group savings app? To answer this, we turned to user interviews to understand their concerns, motivations, and expectations around safety, transparency, and collaboration.
User Interviews
To gain a deeper understanding of our users, we conducted interviews with potential participants across the US and Canada, representing both Latin American and African backgrounds as well as North American-born individuals. We synthesized these insights using an affinity map to uncover key patterns and themes.
These interviews revealed that while group savings holds strong potential, it remains a new and sometimes confusing concept for many users. Participants expressed hesitations about trying it without clear benefits, visible trust signals, and reassurances around financial security.
Key Insights from User Interviews
Our user interviews revealed that while group savings has potential, it’s still a new and sometimes confusing concept for many participants. Users were hesitant to try it without clear benefits, trust signals, and reassurance about financial security.
Value Proposition:
Social accountability matters: 75% of participants, who had been part of savings groups in the past, preferred group savings because it helped them save more consistently than on their own.
Financial flexibility: 50% valued faster access to funds in emergencies.
Users need a clear explanation of why group savings is better than solo saving and how it aligns with their goals.
Trust & Collaboration:
Users don’t need to know others personally; if the system itself inspires confidence, they’re willing to try saving with people they don’t know. Trust in the process is enough for them to give it a chance.
Hesitations & Pain Points:
Users worry about trusting their money, being “locked in,” or losing access in emergencies.
Concerns exist around group order disputes, leaving groups, and overextending financially.
App Adoption:
Security, transparency, and legitimacy are non-negotiable for users to adopt a digital platform.
Platforms must provide clear communication, strong privacy assurances, and visible fund safety measures to encourage users to transition from informal practices, such as pooling money with friends and family without any formal oversight.
Understanding current habits and informal systems (e.g., WhatsApp or Excel tracking) informs potential design solutions.
What we learned from the user interviews shaped our core persona and helped us define clear design opportunities.
Persona
Synthesizing these patterns allowed us to bring our user to life through one detailed persona, ensuring our solutions remained deeply human-centered and grounded in real needs.
“I want a platform that makes saving easier and safer - something I can trust, with people I know will come through”
After conducting our research, we discovered that many users were unfamiliar with the concept of group savings and hesitant to try it.
While the market opportunity wasn’t immediately clear, the CEOs were passionate about moving his vision forward. We saw this as an exciting challenge and collaborated with them in a brainstorming session to reframe the app in a way that felt valuable and approachable for users.
From that process, we generated a long list of potential features that addressed both user needs and stakeholder goals, features that we later prioritized to define the scope of Contriibia’s MVP.
Feature list
Onboarding Process
New User Registration
Linking Bank Account
User Profiles
Group Creation + Joining Functionality
Automatic Contribution Functionality
Automatic Payout Functionality
Transaction History
App FAQs / Learning Hub
Customer Support + Help Center
Real-Time Notifications
User Trust Scores
Group Communication Features
Flexible Payout Order Functionality
Multiple Language Support
Goal Setting Features
Gamification and Incentives
Personalized Savings Recommendations
Credit-Building Services
Financial Educational Resources
Financial Consulting Services
Feature Prioritization
Our user interviews revealed a significant adoption barrier: newcomers lacked a North American credit history. This critical insight surfaced a missing, high-value opportunity. During our prioritization exercise using the MoSCoW method, the credit-building feature was decisively classified as a 'Must-have.' We determined it was not just an enhancement but critical for the product to work and deliver core value to our target users, especially those new to establishing a financial history.
This framework was instrumental in aligning the team and the CEO on what was essential for launch. It allowed us to confidently prioritize this user-validated feature while logically organizing other ideas into 'Must', 'Should, 'Could' and 'Won't have' categories for future iterations."
After prioritizing key features, we mapped out Contriibia’s primary user flows to shape the app’s structure. We organized essential actions into a clear, streamlined sitemap to keep the experience intuitive and easy to navigate.
Sitemap
To make this feature intuitive and accessible, we gave credit tracking its own dedicated tab within the app. This design choice reflected our users' desire for clarity and control as they built their financial profile. By surfacing credit progress as a primary navigation item, we aimed to encourage continued engagement and reinforce a sense of ownership over their financial growth.
User Flow
The core user flow begins with login or account creation, followed by setting up a user profile. Once onboarded, users can create or join savings groups, enabling collaborative goal setting and shared financial progress from the start.
After mapping the structure and user flows, we moved into low-fidelity wireframes to visualize core interactions.
Low Fidelity Wireframes
With a clear understanding of the problem and our users’ needs, we began wireframing. Our goal was to create an MVP that prioritized accessibility, trust, and ease of use. Here’s how we approached it:
Onboarding:
We knew that many users would be unfamiliar with group savings, so we designed an onboarding process that clearly explained the app’s purpose, benefits, and functionality. We also emphasized user safety and introduced the credit score-building feature as an added incentive.
Group Creation:
Creating a savings group should be as easy as sending a text. We designed an intuitive flow that allowed users to set up groups quickly and manage them with ease.
Sign-Up:
The sign-up process needed to be secure yet simple. We minimized the number of screens and used clear, easy-to-understand steps to build trust from the very beginning.
Trust & Rating System:
To address users’ concerns about trust, we introduced the Contriibia Score, a rating system based on on-time payments and user reviews. This feature gave users visibility into group members’ reliability, helping them feel more confident about who they were saving with.
Credit Score:
The credit score gauge gives users a clear, at-a-glance view of their current score. It's easy to understand and reinforces progress by showing how on-time payments in Contriibia contribute to steady credit improvement.
Low Fi usability testing
Participants:
5 young adults with a strong interest in personal finance and savings.
Format:
Moderated sessions conducted both remotely and in person, using a new set of participants (distinct from previous interviewees).
Tasks:
Complete onboarding
Sign up for an account
Create a savings group
User testing on the low fidelity wireframes confirmed that our core design resonated well, especially the onboarding flow’s overall ease and the appeal of features like credit score improvement. However, several areas need refinement:
What worked well:
The onboarding flow was easy to follow and well-received.
Users were drawn to key features like credit score improvement.
Overall, the core concept resonated with users.
What needed refinement:
Terminology: Terms like “contribution cycle” and “payout” were unclear—users requested simpler language or supporting visuals.
Onboarding: Users wanted progress indicators and a more streamlined setup process.
Group settings: Preference for private over public groups, with more customization and control.
Dashboard & Navigation: Users were confused by the wording of the categories as they didn’t feel intuitive, the tabs on the top were also confusing.
Security & Trust: Users wanted more transparent communication around security features and trust scores to build confidence.
Branding
We defined the app’s visual identity, including the color palette, typography, and logo, to create a cohesive and engaging experience. The goal was to make the app feel modern, trustworthy, and approachable.
With the core structure established and branding approved by the client, we moved into high-fidelity mockups.
Iterations: Hi Fi Wireframes
Sign up
These screens brought the product vision to life while aligning closely with user expectations, ensuring a smoother, more intuitive experience. The refinements focused on simplifying decision-making, improving visual consistency, and highlighting what matters most to users.
Group Creation
After gathering insights from our first round of user testing, we translated the updated user flows into high-fidelity wireframes that addressed key pain points around navigation, task clarity, and content hierarchy.
Trust & Rating System:
By integrating profile photos with a clear in-app star rating, we created clean, recognizable member profiles that enhance the credibility of the trust system. These visual cues made it easier for users to quickly assess the reliability of group members, fostering a stronger sense of safety and transparency within the app.
Credit Score
We introduced color to the gauge to make credit scores instantly readable (green for strong, yellow for fair, red for needs improvement).
To deepen user understanding, we added a month-over-month progress graph below the gauge, helping users connect their on-time payments with real improvements in their score over time.
One of the core features I worked on was the group creation flow, an essential part of helping users organize and manage collective contributions.
Based on feedback, I streamlined the process into clear, digestible steps that guide users from naming a group to setting goals and inviting members. The goal was to reduce friction, encourage collaboration, and make setup feel approachable, even for first-time users.
Onboarding
To ensure our designs continued to align with user needs, we conducted a second round of usability testing using high-fidelity mockups.
Hi Fi Wireframes Testing
Participants:
5 young adults with an interest in personal finance and savings. Some were already familiar with group savings models, while others had never encountered the concept before.
Format:
Remote, moderated usability sessions.
We did a round of user testing and found some interesting insights and opportunities for improvement
✅ What Worked
Onboarding, sign-up, group creation, and joining tasks were all completed successfully by users.
Users appreciated group customization options and the credit score improvement feature as a motivating factor.
The app’s core functions were intuitive and easy to navigate.
Joining groups and viewing member profiles was straightforward.
⚠️ Pain Points
Onboarding navigation and scrolling were confusing for some users.
While users appeared to understand the onboarding, later tasks revealed gaps in comprehension, suggesting the information wasn’t fully retained or internalized.
Dashboard lacked clarity and engaging visuals to track contributions and group progress.
Credit score feature and trust scores were unclear, causing confusion and privacy worries.
🔧 What to Improve
Simplify onboarding with clearer navigation, progress indicators, and community benefit explanations.
Redesign dashboard with clearer data visualization and labels for easier tracking.
Clarify credit score and trust score features with transparent, user-friendly explanations.
The feedback we received helped us identify areas for improvement and guided the next round of iterations to further refine the user experience.
Implementing Feedback & Finalizing the Design
The insights gathered from user feedback guided key improvements to the app.
Onboarding Clarity: While users completed onboarding successfully, enhancement to navigation cues and providing clearer explanations of community benefits and group savings are needed to ensure users fully understand the platform’s value from the start.
Group Features & Financial Clarity: testing revealed that key financial details (such as contribution amounts, insurance terms, and platform fees) needed clearer wording. To build user trust and confidence, we focused on refining this language to make financial commitments more transparent and easier to understand, especially for those engaging with credit-building tools for the first time.
Visual Appeal & modernization: While users found the functionality intuitive, feedback pointed to areas where the visual design felt outdated and lacked engagement. To address this, I focused on modernizing the UI introducing a more dynamic layout, vibrant visuals, and an inviting aesthetic. I used a clear grid system to ensure consistency, alignment, and visual hierarchy across screens, helping create a more polished and cohesive experience.
🌟 The Outcome: A Strong Foundation
The final MVP prototype was enthusiastically received by the client. It successfully addressed core user needs, prioritized trust and clarity, and laid a solid foundation for future growth. While this MVP marked a major milestone, it was just the beginning. The client envisioned many future enhancements to help Contriibia stand out even more in the market.
🚀 What’s Next?
While the MVP is a strong starting point, there are exciting opportunities ahead. Future iterations could focus on:
Strengthening security and transparency
Communicate data protection measures more clearly, adjust the timing of sensitive requests (like bank linking), and offer detailed explanations of trust scores and credit features to build user confidence.Refining dashboard and group management
Create a more engaging, informative dashboard with visual progress indicators and clearer group status tracking, empowering users to easily understand and manage their savings journey.Deepening engagement and celebration moments
Make milestones like payouts more rewarding and memorable with celebratory visuals, and explore features that encourage sharing achievements in a privacy-conscious way.Expanding features for differentiation
Explore advanced customization, new community-driven features, and financial wellness tools to further differentiate Contriibia in the market and keep empowering users to reach their goals together.I’m excited to see how Contriibia will continue to evolve and proud to have helped lay the foundation for its journey.
Reflection
This project was a valuable learning experience that helped me grow both as a designer and as a collaborator. A pivotal moment came when our initial user research revealed that the core problem the CEO wanted to solve was not a primary pain point for our target users. Rather than seeing this as a setback, we framed it as a crucial opportunity. By presenting our findings with empathy and focusing on the shared goal of product success, we were able to align stakeholders around a different, more validated user need, ultimately saving the project from building a solution in search of a problem.
Some additional key takeaways include:
Reinforced the importance of defining scope and prioritizing features when building an MVP.
Highlighted the value of clear, empathetic communication, especially when working with clients new to UX/UI.
Emphasized the impact of aligning stakeholders around core user needs to accelerate testing and iteration.
Demonstrated how to turn challenges into opportunities: although our user research didn’t fully validate the CEO’s initial vision, we used those insights to reframe the problem, brainstorm with them, and identify features that would provide real value to users.
This project also challenged me to collaborate effectively with other UX designers, learning how to:
Divide tasks strategically based on our strengths
Present our work cohesively as a team
Identify and lean into my own strengths as a designer
While the team collaboration process was a learning curve, it ultimately strengthened my confidence and prepared me for future cross-functional work.
