Fin-Tech Web App Redesign
The Opportunity
Inspired Savings* is a financial e-commerce platform that inspires people to multiply their savings and afford big purchase goals for life’s special moments. Their unique selling point is that they involve close friends and family in the buying decision which prevents the user from making impulsive choices and incurring debts. They wanted to redesign their web app to make it understandable, credible and fun to use.
* Name and logo changed due to confidentiality clause
The Solution
To make the app easily understandable, we made it more intuitive, so users could follow each step easily. We designed a special landing page for signing up and introduced a rewards system to gamify the wait period. We rebranded the app with colors that were more inline with Inspired savings core values.
Fintech Hi-Fidelity Mockup Screens
The Design Process
Research
1. Stakeholder Interviews
2. Competitive Studies
3. User Interviews
Strategy
1. Problem Statement
2. Persona Building
3. Userflow
4. Design Studio
Design
1. Wireframe
2. Usability Testing
3. Hi-Fidelity Mockup
Deliver
1. Clickable prototype
2. Client presentation
Research
Stakeholder Interviews
We started by interviewing the stakeholders to understand what the business needs were.
Key Takeaways
1. Increase the sign-up rate of the website
2. Make it easy for users to involve their friends and family in making purchasing decisions
Usability Testing
The objective of the usability test was to find out what the user pain points were. Six users were given the current website and asked to complete a task, while explaining their thought process along the way.
What we discoverd?
1. Users didn't fully understand the purpose of the website
2. Users were not sure what items they could search for
3. Users were confused with two different sets of navigation
User Interviews
We wanted to get to the root of the problem and understand the pain points and user expectations in depth. So, we first conducted a research/screener survey and followed it up with in-depth user interviews. The objective of the user interviews was to find out:
1. How users will use the app
2. Who will use the app
3. Understand users' mental makeup when it comes to saving and social sharing
Key Insights From the Research/Screener Survey
Key Insights from User Interviews
1. People want to save more and would love an app that allows them to do so
2. 66% interviewees confide in a loved one before making a big purchase
3. 100% participants plan for big purchases
Here are some of the quotes we heard from the users
“Even after going through the entire site, I’m not 100% sure what the site is”
Alexa
"What is this providing to me that is different?"
Brandon
Competitive Studies
Since Inspired Savings has aspects of banking, e-commerce and crowdsourcing all in one, we looked at a number of competitors across the board.
E-Commerce Competitors
Key Takeaways
Inspired Savings aesthetics did not convey the personality of the brand as strongly as some of the other e-commerce stores.
Financial Competitors
Key Takeaways
Inspired savings app did not communicate trust and credibility as is exhibited by most financial services.
Crowdsourcing Competitors
Key Takeaways
Clarity and strong, clear call to action are key to most crowdsourcing sites. There is an opportunity to integrate that into Inspired Savings app.
Strategy
Problem Statement
Based on the user interviews and the research survey insights. We came up with the following problem statement.
People with a source of income want a way to save more money and consult with their loved ones before making impulsive purchases so that they can make mindful spending decisions.
Based on the user insights, we designed two personas.
Primary Persona
Secondary Persona
Sitemap
Ideation & Design
Based on research insights, we wanted to redesign the app so that it meets both the user and business needs. We created a design studio for the team to brainstorm and come up with ideas.
Based on the usability tests, some important points of focus were:
1. The app should easily communicate the goal of the service
2. It is easy and intuitive to use
3. It inspires trust and credibility
4. It is easy for users to include friends and family in their purchasing decision
Prototype
Scenario
In this scenario, Luke our primary persona wants to save up for a bike for a bike and ask his close friends and family for help in meeting his goal.
Here are the annotatons of some key screens
Next Steps
- Conduct more usability tests with the new design.
- Further gamify the process and make further iterations of the design
“Designing a product is designing a relationship.”