Kale Money Management

UX, UI, Data Visualization, Mobile

A smartphone with the Kale app is held above a desk.

Kale is a hypothetical money management app primarily for young adults that recognizes different data is useful at different times. Rather than presenting information on a dashboard visible all at once, Kale breaks it up so users can quickly see how they have managed money in the past, their current finances, and future plans and recommendations with a swipe to the left or right. 

Kale automatically provides graphs, budgeting and saving plans, advice, and encouragement to help users learn more about their habits and how to stay on track. The desktop interface in progress.


Kale is designed to address gaps or improve upon the utility of money management apps.

  • While many money management apps are on the market, none are targeted specifically at the 18–24 age group. Kale will be able to provide a more specialized experience tailored to young adults’ needs.

  • Users can choose how much information and guidance is helpful to them and customize their experience. Kale lets users look at their money both as an overview and up close so they can make choices informed by the most relevant information in the moment.

  • Kale provides a range of features so that users can have a comprehensive look at their finances in a way many other services do not. Kale is capable of handling income, expenses, budgets, debt, and saving goals all in one.

User Personas

A man wearing a beanie and hooded jacket.

Sales Associate | 18 |Single
Working retail since he was sixteen, his main goal is to save money that he can go to college and study nursing. Daniel is new to managing his money and wants to learn how to be financially responsible.

A smiling woman with long, dark hair.


Developer | 25 | Single

Veronica already keeps track of her budget manually by cataloging her receipts, but is looking for a faster and easier way since it is a time-consuming process. She would value something that automatically keeps track of income and expenses, generates charts, and analyzes trends.

A smiling woman with green and blond hair and sunglasses.


Student; Barista | 23 | Dating

Emma likes to keep her social life busy, so she spends a lot of time at concerts, sporting events, and with friends. Emma knows she needs guidance to break her poor budgeting habits, so she is looking for a way to hold herself more accountable.

A smiling man with short, curly hair.

Student; On-Campus Job | 20 | Dating
A second-year in college, Nick is starting to get the hang of living on his own. He doesn't overspend, but would like an easy way to keep up with his money and track his budgets. Nick would also appreciate tools to help him manage his money better than he already does.

Use Cases

As someone who manages their own money, I want to easily and quickly see all my accounts, cards, and budgets in one place so that I can make smart financial decisions in the moment.

As someone new to managing my money, I want to see what I can afford to spend without exceeding my income so that I can make smart financial decisions and avoid accumulating debt.

As someone who is busy, I want my income and expenses to be tracked and categorized automatically so I can make financial decisions without spending as much time collecting data.

As someone new to managing my money, I want guidance on interpreting my spending habits and recommendations on how I can improve so that I can develop strong financial management habits.

UX Approach

A smart phone shows how each screen organizes data by the scenario it is most useful.

Kale organizes content in two ways: along a timeline and from general to specific. The data dashboard first divides content into sections designed to mimic a timeline. Organizing content in this manner prevents the user from being overwhelmed and makes it easy for users to decide which data section is most useful for making different decisions.

Try out the wireframe prototype to see it in action.


Looking Back shows user data from previous months to easily compare past financial behavior and spot habits or patterns that could otherwise be missed.

Now shows users data that is most relevant in the present, particularly in the moment of making a financial decision.

Looking Ahead shows data that will influence the user long-term such as any debt or savings plans.

In a single section, content organized general to specific. Kale begins a section by showing an overview of the user’s data or crucial pieces of information they may be looking for quickly. By scrolling down or selecting to expand a chart, the user then can see increasingly granular data as they choose.

Kale is also customizable, as users set their own budgets, or payment or savings plans. While the charts are designed to represent some of the same key information for all users, the users choices will affect the information shown on the charts and will make it more personally relevant. This ensures that the user’s experience is not only consistent, but can be shaped to meet whatever level of financial planning wanted.

App Flow


UI Approach

This UI is designed to promote trustworthiness and approachability. Users must input a large amount of personal financial information for Kale to be effective, so a professional UI tone increases user trust that their information and privacy will be protected. Combining sharp geometry and bold colors creates a modern aesthetic that adds to Kale’s credibility.

Still, approachability is key. With a focus on younger, less financially experienced users, a charismatic typeface, upfront data, and highlighted chart insights make for a friendly and positive experience they may struggle to find in other financial management apps.

Someone holds a smart phone with the Looking Back screen.
An overview and details of the Now screen and its charts.
An overview and detail of the Now: Learn More screen and its charts.
An overview and detail of the Looking Back screen and its charts.
An overview and detail of the Looking Ahead screen and its charts.