“SOON is changing the way everyday banking is done. Mobile banking can be much more than another channel to use the same banking services because mobile handset capabilities enable brand new user experiences. SOON is one of the first bank services to be specially designed for a mobile smartphone, with the objective to make bank services useful, simple, and pleasant. Focusing on design and user experience, we took Apple as an example and used the Nudge marketing theory to develop useful functionalities to manage money.”