Project
'EmpowerMint': Elevating Financial Literacy for Gen Z Women
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Despite the growing need for financial literacy, only 27% of high school students in the U.S. are required to take a personal finance course before graduating, with young women being left out of early financial conversations despite high school being a critical time for developing lifelong habits.
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Recognizing that young women aren’t encouraged to engage with finances as early or as often as men, we focused on closing this gap during their critical high school years. Through a playful yet informative approach, the project sought to demystify financial concepts, inspire curiosity, to take charge of their financial futures, making money management a skill they can own, not fear.
Key Details
Role
Research, Branding and Design
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Timeline
January 2024- May 2024
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Methodology
1:1 Interviews
Insights reporting
Illustration
Logo Development
Wire-framing (Prototyping)
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Team
Solo
Overview
Problem
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Given the lack of offerings for engaging financial education for GenZ women, the question was, how might we transform the complex subject of personal finance in a way that is fun, approachable, and rewarding, making it accessible without being intimidating?
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Outcome
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This project resulted in the creation of a comprehensive brand focused for Gen Z women that included a clear market position, a distinctive logo, and a user-friendly app. I also established key brand values to guide the brand’s identity and mission.​
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Customer Research
Research findings
I conducted both secondary and primary research through competitive analysis, interviews, and surveys to understand existing behaviors, gaps in offerings and needs to be addressed. Below are some key insights that were the foundation for the brand development:
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01
68% GenZ indicated having only enough money for necessities and nothing for their personal goals and dreams.
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Given that Gen Zs' have grown up amidst significant economic uncertainties—such as the 2008 financial crisis, the COVID-19 pandemic, and volatile job markets—there has been a notable 25 % increase in their interest in taking up financial education.
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40% individuals faced a setback of $10,000 or more due to lack of financial literacy in 2023-24.
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04
GenZ were found to have more access to financial information but didn't know how to plan and make financial decisions and were not sure they would have enough money to retire.
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Target Audience- Persona
Who exactly is this for?
Based on the research findings, I scoped out a persona to define who exactly the brand was for, outlining the short and long-term goals as well as barriers to achieving those given their current state context.
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Feels paralyzed by the complexity of the financial world.
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Doesn't know where to turn for help.
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Feels intimidated by financial institutions and doesn't know who to trust for advice.
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Overwhelming information creates fear and disinterest.
Short-term:
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Learn about finances in an easier way.
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Get access to resources that are relevant to her needs.
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Build confidence in handling money matters independently and remove any fears or misconceptions.
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Long-term:
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Build a secure financial foundation for herself.
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Pursue her passions, and live life on her own terms.
Goals
Barriers
“It feels like I'm playing catch-up with my finances while everyone else around me seems to have it all figured out. I just wish there was someone who could break it down for me in a way that makes sense.”
Opportunity area
Gen Z’s Financial Gap: Market Opportunity Unveiled
After examining existing offerings and conducting a competitive analysis, I discovered that exposure to financial education early in life, provided more confidence in money matters later on.
The opportunity was clear; build awareness and demystfy financial literacy by starting from the basics which could include budgeting, expense tracking, savings and so on.
Value Proposition: Brand Values
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Easy to use educational platforms
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Anytime, anywhere accessibility
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Self-paced learning
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Personalized
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Start with the basics
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Comfortable and inviting
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Empowering
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Independence
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Active
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Provide education
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Financial strength & confidence
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Women-centric
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Generational approach
Brand Naming
From Idea to Identity:
The Name That Stuck
It was now time to name the brand that aligned with the above core values and goals. I went through an iterative, trial-and-error approach to identify a name that was most relevant based on feedback from peers, experts, and professors.
Shown beside are the list of names I explored until arriving at 'MintiFi' as the final one. The other names were either too complex, formal sounding or not completely indicative of the service offering.
MintiFi: Breaking down the naming logic
Minting Success
‘Minti’ suggests the action of minting or producing money, implying amplifying success and growth.
Visualizing the ‘i’
Replaced with a leaf indicates nurturing yet resilient attributes. Also a person flying with wings (implying growth).
Fi
for Finance education.
The service aims to simplify financial intelligence and the subsequent path to success.
Mint Leaf= Freshness
A fresh approach to learning and handling finances.
End Result
The final app design
With all of the above learnings and branding guidelines, I developed a medium-fidelity app to showcase how users could utilise the app's offerings. Shown below is a video reel of the app design.
Lessons Learned
Reflecting on the project outcomes
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01
Design is Key, but Clarity Sells
I realized that while I invested significant effort in developing branding materials and the app, I struggled to clearly explain the core purpose and value of my solution. My early pitches fell short because I couldn't effectively communicate why I entered this space or how my design addressed a real need. This experience taught me that no matter how well-designed a product is, its impact is lost if I can't convey its value simply and clearly. I also gained important skills in marketing, pitching concisely, and presenting in a way that captivates the target audience.
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Brand positioning needs purpose and specific values
I learned that effective brand positioning relies on clear purpose and specific values. This is important also because the product/service offered, needs to align with this positioning. Initially, I tried to include too many attributes, risking overpromising. Instead, I found that focusing on a realistic niche and conducting thorough research to identify where competitors fall short led to a more credible and successful brand.
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​Ensuring Brand Appeal with Diverse Feedback
I learned that brand perception is incredibly subjective and varies widely between different groups. What can be a strong message to someone might be seen as a flaw by some. This experience made me realize just how crucial it is to test branding elements with a diverse range of users. I found that even small details like brand colors, fonts, and slogans need to be tested to ensure they reflect the brand’s values and impact. I now see the importance of including this testing phase in the design plan to make sure the brand resonates well with everyone in the target audience.​