Kiwi : Teaching kids all about money
A concept built around first principals based on conversations with our core users.
This is a project that never got shipped, but I was pretty proud of the thought process that went into it. To set the stage I was working at Greenlight and I was primarily focused on the child experience and growth. I spent hours talking with kids about money, technology, and what their interests were. One thing that seemed universal, kids use technology in different ways than their parents and they have different expectations.
They consumed video content from apps like TikTok and Youtube, and used the search functionality to explore these platforms. They didn’t look for specific solutions but rather categorically and broadly. Their areas of interest evolved with their age group, but the platforms remained the same. They were not Instagrammers and certainly not Facebookers (that was not news, just a context set.) There was no clear distinction made between education and entertainment, hours could be and would be spent watching how to videos to hack games, ordering at McDonalds, or how to apply makeup.
As digital natives they also had an uncanny eye for detail, though not quantifiable per se, they understood layout and interaction design and nuance between good enough and great. During our time together I would show them concepts and ideas we were tinkering with and one thing was clear, they wanted sophisticated but not “old.”
Based on all these insights I put together a new direction for Greenlight. The intention was not necessarily to pivot or ship, but to excite and inspire. To offer ways to alter the way we thought about our core audience. While parents were paying for the service, child adoption would determine our CLV. If we stayed the course and remained a banking app for families that could be easily replaced by availability and price. If we created an experience it would be nearly irreplaceable.