Focused on turning complex systems into clear, intuitive digital experiences.
Focused on turning complex systems into clear, intuitive digital experiences.
User Research
Visual Design
UX Researcher
Microcopy Writer
Visual Design
UX Researcher
Microcopy Writer
Surveys
Visual Design & Branding
UX Strategy & Onboarding
UX Strategy & Onboarding
Microcopy & Tone of Voice
Visual Design & Branding
UX Strategy & Onboarding
UX Strategy & Onboarding
Microcopy & Tone of Voice
Project Overview
The Concept Young adults often avoid financial management due to information overload, complex jargon, and a fear of making mistakes.
Shekel is designed to bridge this gap by leveraging Open Banking technology and AI.
The system scans connected accounts to identify "lost money" (such as unnecessary fees or duplicate subscriptions) and visualizes it as "Potential Money" that can be saved. The experience is delivered using a conversational, direct, and non-judgmental tone ("No-BS"), making financial growth accessible and less intimidating.
The Problem
The Challenge: The "Ostrich Effect" In user research conducted among young adults aged 20–30, I identified a clear pattern of avoidance regarding financial management:
• Anxiety & Confusion: Users reported feeling "stressed" and "overwhelmed" (Cognitive Overload) when facing complex jargon like "Gross/Net Salary" or "Pension Funds".
• The Trust Gap: A feeling that banks "speak a different language," leading to an avoidance of bureaucracy and a lack of engagement.
• The Bottom Line: The core problem isn't a lack of money,
The Solution
Our Approach: Value First, "No-BS" Language The solution is based on a paradigm shift: Instead of displaying "Debt" or "Overdraft" (which creates guilt), we visualize "Potential Money" (which creates motivation).
• Smart Aggregation: A system utilizing Open Banking to connect with all financial institutions (banks, pensions, social security) to provide a complete, holistic financial picture.
• Microcopy Strategy: A conversational, accessible, and actionable Tone of Voice that simplifies complex financial concepts.
• Actionable Insights: Practical recommendations and quick wins that can be executed in just 2 clicks.
but a lack of motivation and clarity.
(Recommended: Insert a visual graph of your survey results here, or a strong quote from a user, e.g., "I'm afraid to check my bank account").
Competitive Analysis & Market Opportunity
The Landscape I analyzed key players in the Israeli market, including RiseUp (Fintech) and HaSolidit (Financial Blog). I identified two main categories:
1. High-Tech Tools: Effective but require high trust (bank credentials) and monthly subscriptions immediately.
2. Content Hubs: Comprehensive but suffer from "Cognitive Overload" and lack actionable tools for beginners.
The Gap (ההזדמנות שזיהית)
Users are stuck between overwhelming information and intimidating banking tools. They need a solution that provides immediate value ("Potential Money") to build trust before demanding full commitment.
My Advantage Unlike competitors that demand full access upfront, my onboarding strategy focuses on "Value First"—showing users what they can save before asking for a subscription or bank credentials.