Untangle Money - Digital Retirement Planning Tool for Women

Untangle Money is a fintech startup aimed at closing the gender-based wealth gap at retirement with a self-service financial planning tool,"the Mini," that helps women to spend responsibly to stay on track to their broader financial goals.

The work I did at Untangle Money involved determining exactly who the core Untangle Money customers might be, developing user personas to reflect this discovery work, and then developing a set of low fidelity test prototypes for a number of potential Mini product pages that explained how it could help customers in pursuit of some different potential savings goals they might have.

While, at base, the Mini is a tool for retirement planning, our team determined that in order to make up for the savings shortfalls that many women experience at retirement age, it would be necessary to target a much younger demographic—one that is normally not as preoccupied with retirement. This insight helped us to develop a set of product pages pitching the Mini as a way to save for things like downpayments on cars or property; other types of big purchases or unexpected expenses; and even some female-specific expenses like infertility treatments, or maternity or caregiver leave from work.

Testing a set of different Mini purchase pages highlighting each of these potential savings goals with real users revealed that saving for a house or a car resonated most with them, and led to an overall shift in emphasis in how Untangle Money portrayed its product and services.