Insight

Behind the design: GoTyme.

We partnered with Tyme Bank to launch GoTyme, a new digital bank aiming to bring financial freedom to the unbanked of the Philippines. To achieve this we needed to create a cohesive and empowering digital experience with brand purpose at its heart. Here’s a glimpse at our product vision, design principles and early sketches that were key to accomplishing this.

“To enable our vision of bringing financial freedom to the unbanked of the Philippines, it was vital to create a digital experience that was able to educate as well as empower. We needed to build intuitive product journeys that guided and informed new users through their financial journey, powerful product features that truly enable financial freedom and flexible motion systems capable of celebrating all levels of success.”

Ben Wynn-Owen - Head of Experience Design

Design principle 1: Be Surprisingly human.

Authentic and empathetic with a perspective worth sharing. A familar voice in a world of ones and zeros.This principle was inspired by the insight that the banking landscape in the Philippines is historically very rigid and authoritarian. For us to create an experience that is right for our customer and create stand out in a crowded market, it was crucial to speak from the heart, as equals.

Design principle 2: Always Empower.

Giving you control of your financial life by building access, understanding, and empowerment into everything we do.

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Financial planning in the Philippines is very low within the unbanked communities. This has a real knock-on effect to the quality of life and well-being for a huge amount of people. Building quick and simple features that allow people to take control of their finances and help them understand that small actions add up to big results was key to success.

Design principle 3: Deliver real-world honesty.

Financial perspective, and information delivered on your terms. Open, transparent, and honest; fuelled by optimism.

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Trust is of huge importance within banking. Sadly there are communities where trust in banks is at an all time low. These communities would rather keep their money in their homes than in a bank. To build trust it was vital to facilitate an open, transparent and honest financial perspective. Human first and bank second, delivering information in a clear and positive way.

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To draw people in and make the offering clear we used recognised shapes of debit cards and coins reimagined in new ways to create stunning patterns with varied transparency and layering to suggest accumulation and momentum, showing people how to take control of their finances.

Design principle 4: Create a future for us all.

We do things differently to help shape a better way forward for us all. We confidently build on the now to bring you what’s next.

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The product sets the tone for a new kind of financial future, shaping a better way forward for us all. Equal parts innovation and human understanding, giving people the access, information and tools they need to achieve financial freedom.

Behind the design: GoTyme.

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