After a period of rapid growth from start-up and acquisition by Intuit,  there was a need to re-think the next phase of user experience and content for Mint.com. 

The overall concept was simplification of the design — showing the product, the different platforms, and emphasizing the social element ("Hey! My friends are using this!").

The concept evolved from an earlier iteration where the overall concept was exposing users to the depth of content and financial advice that is available on Mint.com.