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 business 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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Led a multi-phased research and design process across three targeted geographic markets. Conducted 15 in-home empathy interviews with Mass Affluent prospects and customers to surface deep behavioral and attitudinal insights about saving, spending, and financial goals. Synthesized findings into design concepts, then tested those concepts through 12 prototype-testing interviews to validate assumptions and 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.
