CAPITEC
END-TO-END PRODUCT REPOSITIONING
Overall Save Journey
CX Design & UX Prototype
Many Capitec clients struggle to navigate the bank's savings offering or are unaware of some of the offerings or how they work — products are framed in technical, business-first language that leads to poor product choices, and results in early withdrawals or missed benefits.
The Overall Save project was built to fix this, shifting the experience toward a needs-first client positioning.
How might we simplify the Save Plans experience across all channels so clients can identify their goals, select the right product for their needs, and visually track their progress?
DESIGN CHALLENGE
PROJECT OBJECTIVES
CX OBJECTIVES
To deliver a clear, trustworthy, and client-friendly savings experience that empowers clients to easily compare products and see benefits at a glance, confidently select the most suitable plan based on their needs, experience saving as rewarding and personalised through customisable goals and progress feedback, and remain engaged through ongoing motivation
PROJECT SUMMARY
A goal-based, behaviour-first savings journey that guides clients from awareness through to goal achievement across a 9-stage experience.
Clients are profiled upfront,
matched to the right product based on their goals and behaviour,
they can visually track throughout their savings journey,
they are motivated through personalised nudges and savings challenges,
prompted of better suited products based on behaviour and
prompted to reinvest or set new goals upon completion — creating a continuous, rewarding savings culture.
ROLE: PRODUCT CX SPECIALIST
PROJECT DATE: 2025 - 2026
CLIENT: CAPITEC
PROJECT STATUS: COMPLETE - IN FINAL DESIGN PHASE
SOLUTION
A defining characteristic of the project was its iterative and at times non-linear nature — multiple stakeholder playbacks required significant rework, including a full restart of the journey design at one point. The conceptual breakthrough that drives the current design came from proactively seeking an external UX perspective, which unlocked the final direction the project is now built on. The project is currently in its final design phase ahead of stakeholder sign-off.
Goal-based Savings
CAPITEC
END-TO-END PRODUCT REPOSITIONING
Overall Save Journey
CX Design & UX Prototype
Many Capitec clients struggle to navigate the bank's savings offering or are unaware of some of the offerings or how they work — products are framed in technical, business-first language that leads to poor product choices, and results in early withdrawals or missed benefits.
The Overall Save project was built to fix this, shifting the experience toward a needs-first client positioning.
How might we simplify the Save Plans experience across all channels so clients can identify their goals, select the right product for their needs, and visually track their progress?
DESIGN CHALLENGE
PROJECT OBJECTIVES
CX OBJECTIVES
To deliver a clear, trustworthy, and client-friendly savings experience that empowers clients to easily compare products and see benefits at a glance, confidently select the most suitable plan based on their needs, experience saving as rewarding and personalised through customisable goals and progress feedback, and remain engaged through ongoing motivation
PROJECT SUMMARY
A goal-based, behaviour-first savings journey that guides clients from awareness through to goal achievement across a 9-stage experience.
Clients are profiled upfront,
matched to the right product based on their goals and behaviour,
they can visually track throughout their savings journey,
they are motivated through personalised nudges and savings challenges,
prompted of better suited products based on behaviour and
prompted to reinvest or set new goals upon completion — creating a continuous, rewarding savings culture.
ROLE: PRODUCT CX SPECIALIST
PROJECT DATE: 2025 - 2026
CLIENT: CAPITEC
PROJECT STATUS: COMPLETE - IN FINAL DESIGN PHASE
SOLUTION
A defining characteristic of the project was its iterative and at times non-linear nature — multiple stakeholder playbacks required significant rework, including a full restart of the journey design at one point. The conceptual breakthrough that drives the current design came from proactively seeking an external UX perspective, which unlocked the final direction the project is now built on. The project is currently in its final design phase ahead of stakeholder sign-off.
Goal-based Savings
Research was conducted to ground the design in real client behaviour and needs. This included a South African savings landscape study drawing on the cultural, economic, and behavioural factors that shape how South Africans save — from the role of stokvels and informal savings methods to the impact of black tax, low trust in banks, and inconsistent income.
Gambling behaviour research was conducted to understand how accessibility, instant gratification, and gamification drive consistent engagement — informing the design's approach to making saving feel rewarding and progressive.
A design thinking workshop was facilitated, producing a POV statement, HMW question, and a prototype framework for a personalised savings guidance experience.
Voice of Client data, CSAT, social listening, and product health metrics from June 2025 were also analysed to surface live pain points.
PROCESS:
Research & Insights
Competitor Research
Competitor analysis was conducted across local and international, in and out of industry competitors to understand best-in-class approaches to product comparison, goal-based saving, hyper-personalisation, gamification, rewards, and behavioural data-driven savings. Key findings informed the ideation phase — identifying what to borrow, what to avoid, and where Capitec had a genuine opportunity to differentiate.
Ideation — Goal-Based Savings Concept
A consolidation of ideas from product teams and research outputs produced the core concept: Goal-Based Savings. Key concepts prioritised for the product design included:
smart product matching,
behavioural analytics,
personalised communications based on savings persona, v
isual goal tracking,
customised savings challenges,
educational nudges, and r
ewards linked to goals and milestones — integrated with Live Better benefits.
The full TO-BE end-to-end Client Journey Map was developed across 9 stages - each stage captures client goals, front-stage actions, channel touchpoints, meeting and failing expectations, considerations and opportunities, marketing and communications requirements.
A final, behaviour-first version of the journey map was produced as the final consolidated output, refining the stages based on stakeholder feedback and the breakthrough concept direction.
End-to-End Client Journey Mapping
Multiple iterations of the UX concept were built as Figma Make interactive prototypes to bring the experience to life and support stakeholder playbacks. The current final version prototype reflects the breakthrough concept — a 9-stage goal-based savings journey built around the client's needs, behaviours, and goals rather than the bank's product structure:
UX Concept Design — Figma-Make Prototyping
Stage 1 — Awareness:
Client is profiled upfront — new to Capitec, existing client without savings, or existing saver — using behavioural data to personalise the experience from the first interaction.
Stage 2 — Goal Setup & Product Filtering:
Client selects what they are saving for from goal categories — Clients can choose a personalised match or skip to view all products side by side.
Stage 3 — Product Selection & Uptake:
The system matches the client to the most suitable product based on their goal and answers. Specialised accounts route clients to a dedicated page.
Stage 4 — Account Opening:
Account setup is pre-filled based on the client's answers, showing a savings goal target, monthly savings amount with projected growth, contribution frequency, and an optional automatic transfer — eliminating repetitive input and reducing friction.
Stage 5 — Tracking:
A personalised savings dashboard displays progress toward the goal, interest earned, estimated next interest, time remaining, next contribution date, and a peer comparison — alongside a monthly progress chart and simulate-progress tool.
Stage 6 — Motivations & Nudges:
Personalised milestone celebrations, and reminders keep clients engaged and on track without pressure.
Stage 7 — Personalised Savings Challenge:
A goal-linked savings challenge is generated based on the client's account opening commitments, with Live Better rewards activated upon completion — turning consistent saving behaviour into a rewarding experience.
Stage 8 — Behaviour-Based Review & Simulation:
Based on client behaviour, an enhanced product is presented showing a retroactive simulation of their potential in the presented product.
Stage 9 — Goal Achievement, Reinvest & Closure:
Client goals are celebrated and the have the options to explore new goals and products.