My client, one of Taiwan's top investment banks, set out to revolutionize how young people perceive finance. To achieve this, they partnered with a leading telecom company, aiming to weave their innovative digital solutions into the telecom's popular e-commerce platform. This strategic move wasn't just about boosting sales—it was about making finance exciting and accessible for the next generation. By merging financial expertise with cutting-edge technology, they crafted a solution that not only drove purchases but also inspired new investors to take their first steps into the financial world.
Workshop Facilitator
Conduct workshop such as brainstorming, stakeholder workshop and strategy design.
The first version which was made by the clients' design team already passed their required usability test in Systematic Usability Test, which proved the reduce of activation was not resulted by usability. However, the stakeholders were still unhappy with the result because they think it fall into boring and traditional design of the financial app, which doesn't attract their target users.
After I received their proposal and previous design, there are few key requirements they hope to meet:
I reviewed the result from the previous usability test, which is conducted by 10 users from the target group. The major churn rate happened in RSP Setup and Fulfillment Process. The mood shift and the amount of pain points are addressed in the user journey map as below:
I don't have any finance experience, so I freaked out when I saw all the numbers in the RSP page. I don't know what to do, so I just close the APP.
After reviewing some previous MVP usability data and research, in order to streamline our stakeholders and design team's opinions, I conducted a brainstorming workshop for them to have an open communication about their ideas of the app and understand their points of view about the product they want to build.
Simplified the messages and process about the financial process or regulations, especially during the account opening process. On the other hand, the user-centric languages should be used to communication about the fund information.
We would like to use some sense of gamification elements, such as colorful dashboard, interactive steppers, etc to increase the user engagement with the solution
Since this is an embedded app solution and we noticed the churn rate increased when user notice the solution is about investment, We would like to continue their emotion from the main app to reduce the drop.
After all the research and workshop , we listed down all the internal constraints and goal with each team. I noticed the major drop is caused by the difficulties of financial jargons and information which are appear in the RSP Page and Fulfillment. I decide to use gamification in the design to increase the engagement and I keep our team design focus in simple and motivational solution.
"Buy now, save later," is an embedded app that target net investor. It utilizes gamification with vivid animal characters to increase users engagement and a sense of belongings in their investment journey. Making investing easy-peasy, even if you're a total newbie to the money game.
To enhance the functionality of our landing page, I proposed to add some popular products from the main app so that users can have streamlined experience and increase the engagement of the app.
I proposed to provide tags with their familiar language and some visual information to help our users understand the mutual fund performance and highlighted some key information to help them decide the products.
I proposed to differentiate the achievement color to increase more engagement and gamify the experience. I also changed the information hierarchy in terms of the layout to make users have an all-in- one view for the information.
Client's first version only has Systematic Usability Scale(SUS). In order to understand the overall user experience, which include their satisfaction toward the service and aesthetic motivation of the product, we decided to include After-Scenario Questions (ASQ) and Standardize User Experience Percentile Rank Questionnaire (SUPR-Q).
If I am able to do another iteration for the project, I think I need to add more tutorial about the RSP since a lot of users still not really sure if this is type of investment will be helpful for their financial plan. However, we have to submit the design according to the negotiated timeline from the proposal. There are some political issues happened during this project and I learned that sometimes designer need to be assertive and rather than defensive in justifying the design, especially when dealing with stakeholders with high seniority. Clients mentioned the current design will be launched as revision depends on their first launch result. Hopefully to see the product launched in the upcoming future.