Toss Bank Designer Shares Success Story of Financial Product Planning with 'Grow It 31-Day Savings'

Jang Seo-young, a savings and deposit designer at Toss Bank, revealed the process of planning a new financial product using OOTB (Out of the Box) time to address the low revisit rate of the existing 'Grow It Savings'. The core idea was to create an experience that draws users in naturally, aligning the direction of saving with character growth by incorporating game elements.

Combining Game Elements with Saving

The designers initially tried various worldviews, such as spaceship repair, but reverted to a 'raising' concept due to a lack of connection with saving. This led to the introduction of two game mechanics.

• Daily Quests: Delivering different stories every day to encourage app access
• Multi-ending System: Evolving into one of nine forms based on dialogue choices and stats

Reward Structure and Data-Driven Validation

To enhance the product's appeal as a financial instrument, the team collaborated with PO to design the reward structure. They decided to apply an annual 10% interest rate, which appeared most attractive to users within the same cost. Regarding initial concerns about the small daily saving amount of 5,000 KRW, user testing confirmed it was a burden-free amount for users with unstable income.

Team Persuasion and Actual Results

By analyzing data with DA, the team identified that converting users who only use checking accounts into savings and deposit users was the core task. This product was positioned as an entry-level option for savings and deposits, successfully persuading the team. Actual subscribers showed high participation rates, with half saving for more than three weeks in a month, and one in five saving every day for 31 days.