Booja Hub
OVERVIEW
How Do You Feel About Money Right Now?
Are you confident in your financial decisions, or do rising costs make you feel out of control?
My role
Skills
Tools
Project time
Product designer (with 1 founder and 2 developers)
User Research (interviews, surveys), Brainstorming & Ideation, Wireframing, Prototyping
Figma, FigJam, Discord, Looker Studio, fireflies.ai, Airtable
7 months
<MY WALLET> Your BoojaHub!
🏆 Achievements
Try this! You can see all the trophies you've earned so far - your milestones on this journey. Keep collecting them and stay motivated to rack up more Booja!
💡 How to Earn More Booja
Need more Booja? Don't give up! Get helpful tips and tricks on how to maximize your earnings. Keep going, and watch your balance grow!
💰 Track Your Booja Balance
Let's see how much Booja you've earned so far! Your hard work is turning into real rewards - keep an eye on your balance and set your next goal.
1. Select Currency & Enter Amount
🌍 Choose Your Currency
Depending on your bank details, you can select the currency you want to convert your Booja into. Pick what works best for you!
2. Add & Choose Payment Account
🏦 Manage Your Accounts
Need to send your earnings to a different account? No worries! You can easily add a new one before making the conversion.
3. Review & Confirm
Almost there! Just enter the amount you want to convert, review the details, and hit that convert button. Watch your Booja turn into real cash!
RESEARCH
Understanding the Landscape: What’s Happening?
📈 Grocery & Living Costs Are Rising
- Grocery prices are up 9% in the past year.
- Restaurant prices are also climbing due to higher labor & input costs. (Source: StatCan)
💰 Inflation & Uncertainty Impact Spending
- Rising interest rates → Consumers cut back on travel, dining, and leisure.
(Source: Bank of Canada, Q1 2023)
- 67% of people are reducing discretionary spending.
- 43% have delayed a major purchase.
📊 What Consumers Are Feeling Right Now
X% of consumers say they are extremely concerned about their financial situation.
X% of consumers have changed their shopping behaviors in response to rising costs.
What People Are Doing to Cope
To better understand how consumers are adjusting to financial challenges, we conducted a user survey.
🛍 How Consumers Try to Stay in Control
📚 Where They Learn About Money
🔹 Seeking Discounts & Lower-Cost Alternatives Rather than cutting spending entirely, consumers are strategically adapting -actively searching for deals, switching to more affordable brands, and prioritizing value.
🔹 Where People Learn About Money When faced with financial uncertainty, most turn to social media, blogs, and online communities to learn about money management - relying on real experiences and shared advice rather than traditional financial institutions.
IDEATION
How People Actually Make Financial Decisions
To dive deeper into how people make financial choices, we conducted user interviews.
👀 They Research Before Buying
They enjoy thorough research before making a purchase.
Reading & leaving product reviews matter.
“Reviews are very important to me. I want to make sure that the investment is worth it, and I’m not going to feel like blindsided by a purchase that.”
🤝 They Share Decisions With Others
Some people co-decide with partners.
Others share purchases with friends/family post-purchase.
"My wife and I usually shop together, and we bounce ideas off each other — especially since we’ve got pretty different styles. I want to know what I’m getting into, so I don’t end up regretting the purchase later."
And guess what?
Users didn’t hold back! they want ...
real talk,
"On LinkedIn, everyone is so positive and happy. Jesus Christ, life isn't that happy. Please. That’s annoying to me."
real motivation,
"I like sharing progress with my sister .. like, ‘Did you close your rings? I closed mine!’"
and a little help from tech!
“I asked ChatGPT to create a list for me .. like, ‘Give me all the EVs available in Canada, with price ranges.’”
What This Means for
Building a Finance Community/App
So! Based on the research, we've uncovered the 3 core keywords.
1️⃣ Community
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People don’t want to navigate financial decisions alone.
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They rely on friends, family, and online spaces to share insights and learn.
2️⃣ Motivation
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Financial progress should feel rewarding -positive reinforcement works.
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People enjoy friendly competition (e.g., Apple Watch rings).
3️⃣ Authenticity
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People crave real, unfiltered conversations about money.
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Not everyone relates to shiny, success-driven content - they want honesty.
Okay! Let’s create a platform where people can engage in conversations, respond to sincere stories,
and encourage authenticity by rewarding meaningful contributions.
PROCESS
Building the BoojaHub Experience
💡 What is BOOJA?
In Korean language, "Booja" (부자) means a rich person—but it’s more than just financial wealth.
it’s about stability, trust, and strength.
Did you know that "Booja" (부자) can also mean father and son in Korean?
It reflects the idea of passing down knowledge, learning from each other, and sharing wisdom.
BOOJA HUB is built on this principle—we want people to connect, learn, and grow together by sharing real, trustworthy financial insights.
🧭 Mapping the Booja Journey: Information Architecture
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🚪 Welcoming with Purpose: Onboarding Wireframes
