Encourage more regular saving and strengthen the Ultra proposition without making the experience feel punitive or difficult to control.
Fintech product · Subscription feature
Plum
Exploring a playful saving rule for Plum Ultra, designed to increase the value of the subscription while keeping customers in control.
FintechProduct DesignResearch
Project at a glance
My roleSenior Product Designer, Core Experience team
TeamSubscription squad
StageDiscovery, concept and validation
ScopeResearch, prototyping and product design
I helped shape the proposition through customer interviews, prototyped the concept and led usability testing of the new rule.
A tested concept direction and complete journey covering discovery, activation, tracking, notifications and membership upsell.
01
Making a subscription feature feel valuable
Plum wanted to strengthen its Ultra plan with a feature that could increase engagement and support retention. The opportunity was to use everyday spending behaviour as a prompt to save, while ensuring the rule still felt positive, understandable and voluntary.
02
From saving goals to a product concept
We began with customer interviews about the existing app, financial goals and saving habits. Those conversations helped shape the proposition: the Naughty Rule, an optional automation that moves money into savings when a customer spends with a retailer they would prefer to avoid.
03
Testing motivation, clarity and control
I prototyped the first end-to-end concept and led user testing. We looked beyond basic usability to understand whether the idea felt motivating, how customers interpreted the rule, and where they expected to adjust, pause or monitor it. The findings informed both the proposition and the interaction design.
04
Designing the complete journey
The experience covered discovery on the home screen, rule activation, settings, progress tracking, notifications and the Ultra membership upsell. Each step clarified what would trigger a deposit, how much control the customer retained and where the feature could be changed.
05
A playful idea with responsible controls
The final direction balanced the personality of the concept with the transparency expected from a financial product. The work produced a coherent, testable feature journey and clear evidence for the squad’s next product decision.
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