The problem

The original "14-Day Money Finder" experience had significant challenges that prevented it from delivering the desired outcomes. Users found the 14-day timeframe unreasonable, with drop-off rates peaking around Day 3. Additionally, the tool’s PDF-based format created barriers to tracking user interactions, limiting our ability to understand how users engaged with the experience. Compounding these issues, the design felt outdated, overly corporate, and far from the lovable products Ramsey Solutions strives to create.

The result? An experience that didn’t inspire users, align with our values, or meet our goals of helping people take actionable steps to improve their financial health while increasing EveryDollar app downloads.

The goal

To solve these issues, we aimed to achieve the following business outcome: Change user behavior by increasing completion rates of the money-finder challenge while driving more EveryDollar app downloads. For this to happen, we had to ensure the following:Users feel empowered to complete the experience in a single sitting.The experience is engaging, actionable, and lovable.Users can seamlessly transition to the EveryDollar app as the next logical step.

The solution

1. Simplified to 24 Hours: We shortened the timeframe to make the experience manageable in a single sitting. Clear, approachable copy was used to guide users through finding extra money quickly and effectively, ensuring the challenge felt achievable and actionable.
2. Refreshed the Design: The design was modernized with Ramsey’s updated branding and infused with Rachel Cruze’s personality to create a friendly, trustworthy feel. UI elements subtly pointed users to the EveryDollar app, seamlessly connecting Rachel’s brand with the app while maintaining a cohesive experience.
3. Introduced Interactivity: We developed an interactive calculator tool that allowed users to list their expenses and “cut” unnecessary ones. This hands-on feature simulated the process of finding savings in real time, making the experience more engaging and practical.
4. Enhanced Tracking: By replacing static PDFs with a fully digital experience, we gained the ability to track user behavior. This provided valuable insights into how users interacted with the tool and identified opportunities for optimization.