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Previously known as "Financial Awakening"

Photo of Marco Yin

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To learn how the initial ideas were developed, check previous posts:

Image title


  • Elevator Pitch
  • The Problem
    • Spenders
    • Savers
  • Our Solution
    • A Customer Journey
    • Key Offerings
    • Potential Brand Extensions
  • Test and Feedback
    • Test Design
    • Feedbacks
  • Values to CO-OP Financial Services and Credit Unions
  • Market Size
  • Business Model
  • Competition
  • Money and Milestones

ELEVATOR PITCH urges and facilitates people aged 40-60 to reimagine their retirement lives, and guides them to overcome financial obstacles to pursue dreams.


The problem is more comprehensively analyzed in Phase I: Research and Phase II: Ideas. Here's the short version below.


Spenders see money as a way to express love, the power to fulfill dreams and impact others.

  • Spenders are often shocked when they realized retirement costs so much money, and regret they didn’t save enough.
  • Spenders often say they will do this or do that after retirement, but the financial feasibility is rarely considered. There are many “invisible” expenses in retirement, they ignore/underestimate potential threats.


Savers see money as security. They feel better when money saved, even it’s unnecessary.

  • Savers denys themselves too much and often tight their budget way too narrow. They often find retirement is boring and feel depressed.



Note: We showed the video to some friends, and realized that it's hard to fully understand the solution by reading the text on the video. Therefore, we are going to add commentary voiceover in the near future (not done yet). If there is any difficulty right now, please just pause, fast forward/backward. :D


Note: Some feedbacks informed us that our previous solution briefing somehow misled people to believe that the solution is a brochure. Actually, the solution is a system which creates and delivers value to users through different deliverables: brochure, website, mobile apps, SNS feeds, in-person services.

The main brand "RetirementMadeEasy" is divided into four core sub-brands:

Key Offerings
Note: You may already noticed that the sub-brands are formatted into "re(verb)". The prefix "re-" creates a temperament of freshness, it passes the message of "retirement = renew, restart, etc". The parenthesized verb indicates what the offering does in an explicit and strong way, like a call-to-action. The format empowers the brand more extensible.


Brochure, Website, Mobile Apps, SNS Feeds
List senior-friendly jobs, and match right people with right posts based on learnings from re(IMAGINE)

Website, Mobile Apps, In-person Services
Train people to get ready for highly demanded positions listed on re(GAIN)

Website, Mobile Apps
Help people to track their spending



The website and mobile application serve major roles in the proposed solution, but we design a face-to-face activity with target audience in eight steps. The activity is designed to validate the utility of the solution, which is considered as a prerequisite of the usability of our technology offerings.


  1. Introduce the test and build rapport
  2. Ask people to estimate their retirement cost
  3. Tell a story of others and articulate how much it costs
  4. Guide people to create their profiles and rank their passions
  5. Inspire people to imagine exciting scenarios by shopping predefined scenarios under the passions they ranked at Step 4
  6. Complement scenarios with heuristics
    • important people who need your financial support
    • a day in retirement
    • things happen monthly
    • things happen yearly
    • last 10 years of your life
  7. Show the cost based on the picked scenarios
  8. Propose solutions
Test Design



Things one likes or finds notable:

  • Storytelling motivates people effectively. They want to design a better and happy retirement life after heard the story.
  • Story impacts people stronger when it has higher similarity to the user’s behavior pattern. (People try to assess the similarity all the time while listening)
  • The “last 10 years” in the story works best.
  • It delights people when shopping scenarios. They felt mindset change towards a more positive lifestyle.
  • Some people identified potential business opportunities in the scenario shopping process.
  • The conversation in the cost estimation process is fun.
  • People feel shocked after cost estimation came out.
  • People are strongly motivated to take actions after being advised.
  • People would like to recommend retirement planning to others.

Constructive criticism:

  • Picking passions (Step 4) misleads people to believe that Step 5 is also picking their interests.
  • The Priority Classification confuses people, it could be replaced by Probability:
    • It will happen for sure.
    • I hope it would happen.
    • I can’t tell right now.
    • It won’t happen.
  • It’s unnecessary to split cost to family members. Allocating the projected cost to whole family is less confusing.
  • It’s better if the suggestions include real business/job opportunities.

Ideas that the test spurred:

  • Some scenarios (children) are dependent to another one (parent), bypass children scenarios if parent is marked as “It won’t happen”.
  • How long is the life cycle of a scenario? 25, 30 or 40 years? A suggestion based on the average age projection (revealed by public data) can be used to help people to answer the question.
  • Add “business/job opportunities” to scenarios which can potentially make money (such as “making bonsai” -> design and sell bonsais).

Questions that the test raised:

  • The scenario shopping phase (Step 5) sparks people to generate their own ideas. How to records them? How to make the brain heat keeps flowing instead of dragging back to the list? How to make sure the originated ideas are not duplicated to the predefined ones?
  • If a scenario is an investment activity (such as “run a flower shop”), how can we project the cost? Will the potential income be calculated in the number?
  • How can we make the process enjoyable when people interact with computer solely?


Business Values


Note: To be done.


Note: To be done.


Note: To be done. This part will list products/services angled the same problem, and will explain why and how our solution will make difference.


Note: To be done. This part will propose the milestones in different sized budgets (small, medium and large).


  • 殷悦 Marco YIN (Co-founder @ GuruJam)
  • 李文虎 LI Wenhu (Co-founder @ GuruJam)
  • 万维柏 Will WAN (Product Manager @
  • 王丽莎 Lisa WANG (Service Design & Delivery Manager @ NationSky)
  • 王磊 Aaron WANG (Product Manager @ NationSky)
  • 陈蔚虎 David CHEN (Product Manager @

Please check all that apply:

  • I'm not currently involved in a credit union, but am curious to learn more!

This idea emerged from

  • A group brainstorm
  • A Design Jam


Join the conversation:

Photo of Marco Yin

What’s New?

- Update the feedback report

Kate Rushton Joanna Spoth Shane Zhao 

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