Dayforce Wallet
2019
Client_ Cerdian | Fahrenheit 212
Collaboration_ Alex Koplin, Maggi Patillo, Yael Hendel, Danielle Koplin, Sid Singh
Timeline_ 5 month project | August - December 2019
Client brief_
Ceridian came to us with the challenge of creating a platform where shift workers could access their pay on demand. After conducting user interviews and ensuring that the product would empower workers and discourage unhealthy financial habits, we designed the revolutionary Dayforce Wallet and accompanying debit card.
Competitive Audit_
Over the course of our research, we conducted secondary research into competitors across the capabilities that lie within Dayforce’s larger product map. By experimenting with each product first-hand, we extracted learnings in two main areas:
Features + Services to understand the value proposition of existing products in the earned wage access (EWA) space, and adjacent categories.
User Experience to understand how products in the digital finance space create and design delightful customer interfaces.
User Interviews_
Our 1-on-1 interviews with consumers, coupled with an exploration of the broader macro, and category shifts, helped surface six key insights, which were essential to our design features and ultimately app design.
Persona + Journey_
Through our interviews and research we identified two distinct audience types: 'the hustler' and the caregiver living on the edge'. Understanding their spending and saving habits and their cadence of money in and money out was critical to understand which app features would be most important for our MVP tool.
Design Principles + Strategy_
By leveraging our discovery findings we developed a design brief and a list of design principles central to the user needs that help bring our features and functions to life for MVP and in future iterations.
The brief
Create a Dayforce wallet app that delivers a satisfying consumer experience to help employees feel a sense of empowerment over their earnings and regain control over their finances.
The brand
Trustworthy
Empathetic
Helpful
Inviting
The design
Expressive
Relational
Transactional
Traditional
Design Principles
01 Actionable: Earn trust and gain measurable app utility through actionable data visualizations
02 Empowerment: Create a ‘big picture’ view to give people a sense of control over their finances
03 Simplicity: Display clear visual language and present most important information in-context
04 Social: Build inclusive tools to facilitate community sharing and communication
05 Nudges: Empower safe spending and saving actions without being didactic or limiting
06 Anticipatory: Build user’s confidence with features that encourage proactive, not reactive behavior
07 Trust: Use transparent notifications to make users feel more confident and secure
08 Flexibility: Provide users with efficient and adaptive features to ease their irregular pay cycles
09 Empathy: Use inclusive, human imagery that reflects a clear understanding of our consumer and employs language that is appropriate for the audience
Mapping all our features against technology feasibility and our 3 essential consumer attributes, helps us prioritize lower-effort, essential features for MVP.
Design Sprints + Prototyping_
We performed a rigorous learning-focused 2-week sprint that is highly iterative and prototyping-centric.The goal is to experiment and validate all aspects of the new solution through research and user testing. This allowed us to advance the product internally and easily transition into the build of a pilot-ready state product with greater confidence.
We executed 2 two-week sprints, incrementally evolving the product and feature set using Dayforce users in our target group to help us along the way.
Besides validating our core value proposition, our goal for the sprints was to test visualizations to see what resonated most with our audience.
Final app and card design_
