BANK OF AMERICA
Budgeting isn’t a game
[ Right?? ]
Bank of America’s Better Money Habits® program reaches thousands of college freshmen each year, offering guidance on how smart budgeting can shape better financial decisions — now and in the future.
They wanted to expand that impact with a digital experience that could engage students on their own terms, without feeling like just another class.
That’s where we came in, leading the effort from initial concept through final delivery.
“We talk with college freshmen who are moving out of Mom and Dad’s house.
When we explain they will have to allocate specific money for buying everything their parents have bought, we specifically mention TOILET PAPER 🧻.
It never fails — a few minds are always (visually) blown by this realization.”
Leah Moon
CX Strategy & Integration Lead
Bank of America
All joking aside, this quote underscored the real impact we could have by creating an engaging experience that built students’ financial awareness at a pivotal moment in their lives.
The AsksMotivate college students to increase their financial acumen
Deliver valuable content through unexpected experiences
Create a pilot app with scalable social experiences
Partner with colleges to expand learning communities
Convert engaged participants into new checking customers
The SolutionWe created G.O.A.T. Dorm —
an educational app that uses gamification to teach practical concepts in financial budgeting and planning. Deployed to colleges and universities, G.O.A.T. Dorm provides a unique opportunity to acclimate students to better financial habits, build community relationships at universities, and delight future customers through the innovation of the Bank of America brand.
*Greatest Of All Time
Gameplay
Since there’s a lot of financial content to share and learn, we created a unique visual design, intentionally utilizing familiar patterns from popular color-matching gaming apps. This helped ensure students weren’t exhausted by learning the game by the time they reached the financial learning portion of the experience.
Points-to-currency
At the end of each game level, students are able to convert their points to ‘Buccaroons’ (the app’s fictional currency). The more Buccaroons they earn, the more choices (practical and extravagant) they have to outfit their dorm room.
Financial acumen quizzes
At the end of each level, students answer multiple-choice financial questions to boost their scores. Correct answers earn a point multiplier, while wrong ones provide explanations and prompt an invitation to “Visit the Library to Learn More.”
The Dorm
First-time players start with a bare dorm they can upgrade using ‘Buccaroons’ earned by playing the financial literacy game. They can buy essentials like bedding and toiletries or splurge on extras like gadgets and décor. As the game progresses, students must balance practical needs and indulgent wants — overspending on luxuries might leave them short on basics, like toilet paper!
School-specific Maps
The game features eight campus levels, each with 10 games, for a total of 80. Players must complete one level before moving to the next but can replay levels to boost their star scores. Testing showed that using real campus landmarks (rather than generic buildings) drove higher student engagement. For example, at the University of Florida, we incorporated recognizable features like The Library, The Swamp, and The Century Tower — plus local touches like palm trees and alligators — to bring the map to life.
The Team
Creative Director:
Kevin Flores
UX Designer:
John Blackwell
UI Designer & Illustrator:
Shannon Flowerday
Researcher:
Michael Benning
Developers:
Zachary Conner
Ryan Murphy
Account Executive:
Les Morelock
Project Manager:
Ross Cooper
Client Sponsor:
Lea Moon
SVP, Financial Center Marketing, Innovation and Emerging Experiences