The targeting looks very similar to Moroku’s Chore Scout, a white label app for banks that want to acquire their next generation of customer, so we thought we’d run a compare and contrast, a for real Clash of Clans.
Both apps purport to help parents start helping their children make earning, saving and responsible spending decisions. They also both do this based on the paradigm of setting goals, doing chores, getting paid and then using the money to save towards their goals. Finally they say that they do this in a fun, easy to use way. Sound like a bake off? Lets do this!
Given the purpose of the app we’ve created 6 key categories and set the apps up.
- Usability for Youth
- Chore Setting
- Earning money
- Parent Engagement
- Account Access
CBAYT allows the child to have multiple goals whereas MCS only allows one goal at a time.
Where we think MCS pulls ahead is in savings prompts. In CBAYT there are no game triggers for saving. The player under some external volition makes a determination to “move” money. In MCS the parent sets the allowance, weekly or monthly and on these timings or at others, say for exceptional behaviour, birthdays and so on, send the money to the child app. On arrival the child is prompted with a notification that it is pay day and then drags the coins as above into savings and spendings. This later approach is a key design principle of game design: determining what winning is, the challenges to overcome, skills to be gained and a journey with prompts to get there and engage.
We all love games. By using game design as a core principle, we are forced to think about fun and journeys. When we just use agile, none of this is in play.
CBAYA only allows the children to determine what work is done and when it is complete. The app provides no connection between the work done and the value received. There is no value exchange in CBAYA.
Because the parent and the child are engaged in MCS, with parents allocating chores, children doing them and then them both having a conversation about the value exchange, i.e. work done, allowance paid, MCS plays to its core purpose of building financial literacy by helping children understand the value of money, where this is completely absent in CBAYA.
In MCS the app is built around a conversation. Mum or Dad download the Guardian app, login using their credentials, begin adding children, determine where the money comes from, goes to, allowance value, chores issued and chores done. CBA’s own research says that almost half of Aussie parents say it is difficult to teach their kids about digital money or digital transactions and believe technology would make it easier to track savings goals online. Whilst MCS allows parents to do just this, it can’t be done in CBAYA.
Summary – So where do we think they both stack up?
Not that it matters – the market will decide
Both MVP solutions have opportunities for improvement, but out the gate, our initial analysis says ChoreScout leads at launch