HITESH SINGHAL

How might we build a chatbot coach exprience that creates behavior change for better financial health with nudges, inspiration and meaningful action?

 In addressing the financial challenges faced by a significant portion of lower-income Americans, the Roo Chatbot emerged to be a important tool for ongoing support in financial coaching. With nearly half the population lacking $400 in emergency savings and a significant drop-off rate in financial coaching, our goal was to bridge the gap between aspiration and action. 

 






Leading the branding and experience design, I crafted a friendly androgynous chatbot that integrates seamlessly and developed messaging that resonates with people. The identity system for Roo draws inspiration from the presence and personas of empowering women like Oprah Winfrey and Michelle Obama. These figures resonate deeply because of their relatable journeys—shaped by early challenges and humble beginnings—and are widely admired for their achievements, presence, eloquence, and emotional intelligence. Their ability to communicate with clarity, wisdom, and grace makes them inherently trustworthy.

This identity system channels those same qualities—creating a brand voice and visual language that feels empowering, grounded, and emotionally intelligent. It’s designed to express Roo’s character as firm yet supportive, confident yet approachable. 

The goal was to equip the brand with a toolkit that embodies these traits, allowing it to communicate with strength, compassion, and credibility—never harsh, always real.

















This friendly bot doesn’t live in a separate app but integrates into people’s existing messaging platform (think: text messaging and Facebook chat) in order to keep the barrier of entry low. 

Working closely on the design for pilot testing with nonprofit coaching organizations, the project is poised to impact millions on their journey towards financial health. 

Now in collaboration with Change Machine, the chatbot is set to support over 850 coaching and counseling organizations nationwide.











Collaborators:
Rafa Smith, Mathew Epler, Yifan Frances @ IDEO.org, 2018.