Inclusive Character Illustration for Money Mobile App
Turning spending habits into self-expression through customizable, personality-driven characters.
Character Creation for Mobile App
The Challenge
A web app agency developing MoneyTudes — a personal finance app that helps users understand their spending habits — needed a way to make the experience more relatable and engaging. The app’s core feature was a personality-based quiz that matched users with a "Money Attitude" profile. The team wanted a diverse range of illustrated characters to represent these profiles, while also allowing for user-driven customization to encourage personal connection and retention.
The Solution
I designed a full suite of 32 unique illustrated character models, each one embodying a different money mindset — from "Cautious Planner" to "Spontaneous Spender." To deepen personalization, I also created a modular set of interchangeable facial features — including 10–20 options for hairstyles, eyes, mouths, noses, and glasses. This allowed users to tailor their characters while still keeping visual consistency with the brand.
Design Approach
Each character was crafted to reflect a distinct money personality type, visually translating complex spending behaviors into relatable avatars. To enhance user engagement, I embedded playful details and hidden easter eggs — like a calculator displaying “43110” (a nod to the app’s internal humor), and a custom band tee featuring the company’s name.
From the start, I recommended a multiethnic and inclusive design direction, ensuring users from diverse backgrounds could see themselves in the experience. Through extensive visual research including real people, fashion trends, and personality tropes, I developed a wide array of characters that were both expressive and representative. The result: a cast of characters that felt authentic, familiar, and emotionally resonant.
