Antigoni Rouka's Portfolio

RoundUp

Where Every Purchase Powers a Goal

This is a self-initiated UX case study designed to explore user-centered solutions in fintech—an industry I find both challenging and inspiring.

problem framing

People want to save money—but don’t. While the intention is there, most users struggle to turn that intent into consistent action, especially when saving for multiple life goals like travel, emergencies, or gifts. The root causes are deeper than lack of discipline—they’re design and experience problems.

Here are six core barriers users face:

Saving Feels Invisible and Unrewarding

Generic savings accounts offer no sense of progress. Without visual feedback or milestones, saving becomes emotionally flat and easy to ignore.

Savings Aren’t Tied to Personal Goals

People save more effectively when they know what they’re saving for. But most apps don’t make it easy to create, visualize, or emotionally connect with goals.

Budgeting Tools Are Too Complex

Budgeting platforms often require constant categorization, rule-setting, or math. They appeal to financial power users, not everyday people who just want to save.

Spending Is Effortless—Saving Is Not

Every tap, swipe, or scan makes spending easy. But saving still requires manual action or delayed gratification, which creates friction.

Round-Up Tools Are One-Dimensional

Existing round-up apps (e.g., Acorns, Revolut) typically save into a single account. Users can’t allocate by goal, track emotional progress, or build real habits.

No Motivation Loop to Keep Going

There are no streaks, badges, cheers, or reminders. Without positive reinforcement, users disengage from their savings journey—even if automation is turned on.

The opportunity?

To build a savings experience that is automatic, goal-based, and emotionally motivating, while fitting naturally into users’ daily transactions.

Product Overview

RoundUp Goals is a savings app that:

Connects to a user's bank account or card

Rounds up each transaction to the nearest dollar

Distributes the spare change into personalized savings goals based on custom percentage allocations

Young professionals and digital-native adults

People who struggle with budgeting but want to save painlessly

Users who are motivated by visual progress and simplicity

Target Users:

Product Strategy

Vision

To be the simplest, most intuitive way to build savings without thinking—turning every purchase into micro-progress toward meaningful goals.

Strategic Pillars

Automation-First

Round-up logic runs in the background without user effort.

Goal-Based Saving

Savings are always tied to something specific—like travel, a home, or emergencies—making the process personal and purposeful.

Emotional Design

Visual progress rings, milestone animations, and friendly icons help users feel rewarded and emotionally connected to their savings.

Behavioral Triggers

Nudges, weekly summaries, and micro-celebrations reinforce positive saving behavior and form consistent habits.

Multiple Source Support

Users can connect multiple cards or accounts and choose which ones trigger round-ups and which ones fund the savings.

Progress Transparency

Users always see where every cent goes—across goals, timelines, and transaction sources—building trust and reinforcing control.

Product ROADMAP

MVP

Round-ups, % allocation, multiple goals, dashboard, goal creation

Phase 2

Goal streaks, collaborative savings, Google Pay integration

Phase 3

AI-based savings suggestions, smart caps, boost savings

Phase 4

International support, investing goal types, financial education module

Success Metrics

User & Product Growth

>85%

Users connect a card or account

During onboarding

70%

Create at least one goal

In first session

≥3 goals

Average by end of week 1

Engagement Indicator

$50–$150

Saved per user

In first 30 days

>60%

Week 2 retention

Dashboard engagement

>80%

Of users enable auto-saving

Feature adoption

product walkthrough

Onboarding Screens

This onboarding flow is designed to ease users into the app experience by clearly communicating the core value of RoundUp: saving spare change automatically toward personal goals.

Introduces the concept visually, highlighting progress tracking and emotional motivation.

Builds trust by explaining the secure bank connection via Plaid, using clean design and clear language.

Allows users to optionally set a monthly savings cap, giving them control upfront without adding friction.

Homepage

This screen provides users with a high-level view of their total savings and recent round-up activity. The upper section displays the total amount saved and a summary of savings this month, reinforcing ongoing progress. Below, users can scroll through their active savings goals—each represented by a card with a visual progress ring and current balance. The transaction feed includes brand logos, purchase amounts, and rounded-up savings from each transaction, making the financial activity feel personalized and transparent. The light, friendly UI and interactive layout help establish trust and encourage continued use.

Goal Setup & Progress Tracking

This section guides users from the moment they define their savings goal to the moment they track its progress. In the Create a Goal screen, users can personalize each goal with a name, target amount, date, icon, and round-up percentage allocation. The interface emphasizes simplicity and clarity, helping users prioritize without overcomplicating setup.

Once a goal is active, the Goal Details screen provides a real-time view of savings progress. Users can see their current balance, how much is left to reach their target, a visual savings history chart, and a breakdown of recent round-up activity. This flow connects intention with outcome—turning passive saving into a visual and rewarding journey.