Hubble money: Designing an app for instant savings on top brands
Hubble money: Designing an app for instant savings on top brands
Hubble money: Designing an app for instant savings on top brands
Built from scratch, scaled to 1.5L transactions in 4 months
Built from scratch, scaled to 1.5L transactions in 4 months
Built from scratch, scaled to 1.5L transactions in 4 months
CONTEXT
CONTEXT
In India, discounts are widely sought but painfully fragmented, current systems are spread across websites, SMS campaigns, and brand-specific apps, forcing users to navigate confusing interfaces for something as simple as a gift card.
In India, discounts are widely sought but painfully fragmented, current systems are spread across websites, SMS campaigns, and brand-specific apps, forcing users to navigate confusing interfaces for something as simple as a gift card.
PROBLEM STATEMENT
PROBLEM STATEMENT
This scattered landscape created cognitive load particularly for mobile-first users. The absence of a unified platform left a critical need:
This scattered landscape created cognitive load particularly for mobile-first users. The absence of a unified platform left a critical need:
MY ROLE
MY ROLE
Assisted end-to-end product design
Assisted end-to-end product design
Assisted end-to-end product design
STARTUP TEAM
STARTUP TEAM
Senior designer, 2 founders, 6 developers
Senior designer, 2 founders, 6 developers
Senior designer, 2 founders, 6 developers
TIMELINE
TIMELINE
6 months
6 months
6 months
IMPACT IN 4 MONTHS
IMPACT IN 4 MONTHS
50K+
50K+
50K+
transacting users in 4 months
150K+
150K+
150K+
transactions in 4 months
85%
85%
85%
monthly GMV growth
200+
200+
200+
partner brands onboarded
PROCESS STEP 1
PROCESS STEP 1
The analysis of responses of survey forms from ~ 800 and 20 semi-structured interviews users indicated a strong inclination towards discounts & brand loyalty influenced by discounts.
The analysis of responses of survey forms from ~ 800 and 20 semi-structured interviews users indicated a strong inclination towards discounts & brand loyalty influenced by discounts.
80% look for discounts at checkout during online shopping.
80% look for discounts at checkout during online shopping.
60% are dissatisfied with current discount availability
60% are dissatisfied with current discount availability
80% prefer shopping from well-known brands, showing strong brand consciousness
80% prefer shopping from well-known brands, showing strong brand consciousness
70% said they would use an app offering discounted gift cards
70% said they would use an app offering discounted gift cards
Anirudh, 24, Developer
Anirudh, 24, Developer
I am very particular about getting the best value for my spends. I have tried using some gift card apps but they are cluttered & difficult to understand. Most don’t feel safe.
I am very particular about getting the best value for my spends. I have tried using some gift card apps but they are cluttered & difficult to understand. Most don’t feel safe.
Pratyush, 35, Business Manager
Pratyush, 35, Business Manager
Many apps & websites offer rewards for loyalty, but the rewards come in later, sometimes when I have long forgotten about them, reducing the impact.
Many apps & websites offer rewards for loyalty, but the rewards come in later, sometimes when I have long forgotten about them, reducing the impact.
Shweta, 28, Marketing Manager
Shweta, 28, Marketing Manager
I don’t have a credit card, feels like it has potential risks of debt accumulation and interest charges. I like the sound of upfront nature of gift cards, it gives me more control.
I don’t have a credit card, feels like it has potential risks of debt accumulation and interest charges. I like the sound of upfront nature of gift cards, it gives me more control.
SYNTHESIS
SYNTHESIS
Easy discounts
Users want a single, simple platform instead of scattered options.
Diverse brands
Strong demand for gift cards across a wide range of brands.
Inclusive access
Brand gift cards should serve all payment personas (UPI, credit card)
Instant savings
Goal-based apps & cashback failed; users prefer instant rewards.
STEP 2
STEP 2
To translate resarch findings in to actionable directions, we used the Jobs-to-be-Done framework to uncover underlying feelings and converted them to opportunities focused on ease, trust, and delight.
To translate resarch findings in to actionable directions, we used the Jobs-to-be-Done framework to uncover underlying feelings and converted them to opportunities focused on ease, trust, and delight.
STEP 3
STEP 3
We brainstormed features that would make the user journey delightful. To prioritise them, we used the Kano model:
We brainstormed features that would make the user journey delightful. To prioritise them, we used the Kano model:
STEP 4
STEP 4
The IA focused on reducing friction by keeping discovery upfront and structuring purchases as a clean 3-step flow, making it effortless for users to move from browsing to saving.
The IA focused on reducing friction by keeping discovery upfront and structuring purchases as a clean 3-step flow, making it effortless for users to move from browsing to saving.
STEP 5
STEP 5
The goal was to prioritise clarity in discovery, transparency in discounts, and ease in understanding how much the discounted price would be.
The goal was to prioritise clarity in discovery, transparency in discounts, and ease in understanding how much the discounted price would be.
STEP 6
STEP 6
With over 200 diverse brands, each with its unique colours and identity, we used a minimalist approach and created a white based app with hints of green to highlight savings. The goal was to use partner brand colours as much as possible for strong association.
With over 200 diverse brands, each with its unique colours and identity, we used a minimalist approach and created a white based app with hints of green to highlight savings. The goal was to use partner brand colours as much as possible for strong association.
Snow
#F6F8F8
Snow
#F6F8F8
Text
313538
Text
313538
Sucess
#0F8849
Sucess
#0F8849
Gradient
#DDEAE6 | #F0EDDE
Gradient
#DDEAE6 | #F0EDDE
NEXT STEPS
NEXT STEPS
I led initiatives that helped acquire users, drive conversions, and sustain engagement through delightful experiences.
I led initiatives that helped acquire users, drive conversions, and sustain engagement through delightful experiences.
~30%
~30%
~30%
faster partner setup through onboarding asset guidelines that streamlined new brand integrations.
15%
15%
15%
lift in retention by introducing gamified milestone discounts that kept users engaged.
15%
15%
15%
from initial 7% Gen Z adoption, by designing a playful, shareable referral feature (“Roast Your Friends”)
2.5×
2.5×
2.5×
higher campaign CTRs driven by promotional assets (festival offers, brand deal banners) created with AI tools.
REFLECTIONS
REFLECTIONS
At Hubble, I wore every hat possible, designing flows, making marketing posts, even answering support calls. It taught me how seemingly messy work can spark the fastest growth. I also learned how user insights travel across disciplines to shape better design, strategy and communication.
At Hubble, I wore every hat possible, designing flows, making marketing posts, even answering support calls. It taught me how seemingly messy work can spark the fastest growth. I also learned how user insights travel across disciplines to shape better design, strategy and communication.
Hubble was my first full time industry experience. I worked directly with founders, developers, and marketers. I got sharp, diverse feedback on my work and learned how to navigate different priorities and perspectives while always keeping users at the centre.
Hubble was my first full time industry experience. I worked directly with founders, developers, and marketers. I got sharp, diverse feedback on my work and learned how to navigate different priorities and perspectives while always keeping users at the centre.
What began as a goal-based savings app quickly revealed its limits, early prototypes showed that users weren’t motivated to return. Pivoting fast helped us deliver a truly valuable product. This experience deepened my belief that good design is less about holding onto solutions and more about adapting fearlessly when insights point us elsewhere.
What began as a goal-based savings app quickly revealed its limits, early prototypes showed that users weren’t motivated to return. Pivoting fast helped us deliver a truly valuable product. This experience deepened my belief that good design is less about holding onto solutions and more about adapting fearlessly when insights point us elsewhere.
LET'S TALK ALL THINGS HUMAN
सृजन् आनंदम्
“Creation is joy.” Everything I design is an act of joy, curiosity, and care for the people who will use it.
LET'S TALK ALL THINGS HUMAN
सृजन् आनंदम्
“Creation is joy.” Everything I design is an act of joy, curiosity, and care for the people who will use it.
LET'S TALK ALL THINGS HUMAN
सृजन् आनंदम्
“Creation is joy.” Everything I design is an act of joy, curiosity, and care for the people who will use it.
LET'S TALK ALL THINGS HUMAN
सृजन् आनंदम्
“Creation is joy.” Everything I design is an act of joy, curiosity, and care for the people who will use it.