AbdelRahman Atifcairowork with me

workcase study · product · brand

Fellows Coins: Smart credit assessment system

A gamified credit system that made credit assessment clear for Money Fellows users and cut default rates by 12%.

company
Money Fellows
role
senior product designer, visual designer
years
2023 to 2024
areas
fintech, gamification, product design, visual design
  • behance
  • Ahmed Wadi, CEO of Money Fellows, on the credit scoring system
Three phone screens from Fellows Coins: earning the first coins, choosing a circle slot, and the coin vault with recent activity.
Phone screen: an illustrated man hugging a gold Fellows coin above a 200-coin badge and the message “You’ve got your first coins”.
Two gold coins: a small one with a white sparkle and a large one with the Money Fellows mark in relief.
Phone screen for choosing a circle slot, with the third slot, March, highlighted: 130 coins and 1,000 EGP in fees.
Phone screen “Select slot” listing six monthly slots from January to June with their coin cost and fees; January is fully booked and June gives 400 EGP cashback.
Six monthly slots from January to June, each with its coin cost, fees or cashback, under filters for fastest, no fees or return, and high return.
Two phone screens: an explainer of what Fellows Coins are and what the coin colors mean, and “My Vault” with a 45-coin balance and its history.
Coin counters: a gold 200-coin pill, then 200 in green, red and blue next to matching coins, for coins earned, deducted and used.
The four coin colors stacked: gold, green, red and blue coins, each with a white sparkle.
Gold Fellows coin with the Money Fellows mark in relief and two white sparkles.
The two coin designs side by side: the gold coin with the Money Fellows mark and the gold coin with a sparkle.
Fellows Coins logo: a gold coin next to the gold Fellows Coins wordmark.
Fellows Coins card with an arrow pointing to a coin balance of 420.
Blue artwork reading “Simplified approach to financial literacy” with the Fellows Coins logo.
Blue artwork with the Arabic line “a simpler way to raise financial awareness” and the Arabic Fellows Coins logo.
Gold coin with a white four-pointed sparkle.
read the case study

so, what was the problem?

Money Fellows is a fintech startup that significantly impacts the sector by digitizing traditional money circles to make saving and borrowing simple and secure. To secure a license from the Central Bank of Egypt [CBE], Money Fellows needed a reliable credit assessment system to replace their manual assessment process.

user challenge

users lacked clear communication about their credit assessments and guidance on improving their credit standing.

business needs

traditional credit assessments confused users, leading to disengagement and lost business opportunities. manual processes were costly and unscalable, complicating the assessment process for the unique dynamics of money circles.

additionally, to obtain a license from the CBE, Money Fellows required a reliable credit assessment system to meet regulatory demands.

solution design

machine learning transition

first, we needed to transition from document-based to behavior-based assessments, enhancing operational efficiency and raising risk prediction accuracy above 90%.

gamification strategies [behavior driven]

a gamified experience was introduced to make credit information and improvement steps clear and engaging for our users. this included the introduction of Fellows Coins, a simple assessment system that allows users to understand and improve their credit ladder within the money circle framework.

process & implementation

discovery workshops

identified core issues and innovative solutions through ideation sessions and affinity diagrams.

sketching & rapid prototyping

visualized solutions through sketches and prototypes.

user interviews & competitor analysis

to ensure a user-centric and competitive approach.

visual design

featured the Coin visually and interactively, guiding users on earning and using points for better credit opportunities.

what we have learned

clear communication is key

users need transparent and easy-to-understand communication about their credit assessments and ways to improve their credit standing.

user engagement through gamification

Introducing game-like elements, such as Credit Smart Points, can significantly boost user engagement and satisfaction.

efficiency through technology

transitioning to behavior-based assessments using machine learning can streamline operations, reduce costs, and improve risk prediction.

iterative improvements

continuous feedback from users and iterative enhancements based on this feedback are crucial for maintaining and improving user satisfaction and engagement.

results and impact

the phased launch showed promising results:

  1. exposure decrease: reduced exposure by 56M EGP.
  2. default rates: achieved a 12% reduction in default rates.
  3. user retention rates: improved user retention rates by 10%.