Product Design
Savings Engine
Capital One identified the Mass Affluent segment — consumers with significant investable assets but not yet at the wealth management tier — as both underserved and strategically valuable.
The Savings Engine project was a multi-phased research and design initiative to understand that segment's financial behavior, uncover unmet savings needs, and design a savings goal experience that could capture their loyalty. As Lead Designer embedded in a dedicated research team, I led the design work across synthesis through prototype testing and design execution. Working alongside business strategy, consumer insights, and project management — rather than a traditional product design team — the engagement operated closer to brand and market research than conventional UX practice.
The complete UX process documentation for this engagement lives at the direct link below.
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Consumer Bank's existing savings products weren't resonating with the Mass Affluent segment — a growing customer group with distinct financial goals, higher expectations, and real alternatives.
The problem was both a product gap and a strategic opportunity: build a savings experience compelling enough to deepen Mass Affluent relationships with Capital One before competitors did. Without it, the bank risked losing a high-value segment to fintech challengers better aligned with their needs.
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Daryle M. // Lead Designer
Amanda D. // Senior Business Manager
Chris A. // Project Manager
Gerald B. // Manager, Consumer Insights
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Joined the project at the research synthesis phase, following 15 in-home empathy interviews with Mass Affluent prospects and customers. Synthesized findings into design concepts, then validated through 12 prototype-testing interviews to refine direction. Facilitated ideation sessions with 25 Capital One bank associates to incorporate frontline insight into the product vision.
Translated the full research arc into a savings goal experience designed for the specific motivations and habits of the Mass Affluent segment.
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The Savings Engine concept delivered a research-grounded, intuitive auto-savings tool tailored to the Mass Affluent segment, addressing a strategic gap in Capital One's consumer product portfolio. The engagement held high-impact potential for customer acquisition, loyalty, and deepened banking relationships within a high-value segment.
