A Path To Market Competitiveness
CLIENT
FinTech
TEAM
UX (Me)
TIMEFRAME
3 months
TOOLS
Figma
Balsamiq
Illustrator
Photoshop
Miro
SKILLS
Define Deliverables
Competitor Analysis
Branding
Prototype
User testing
DISCOVERY
Competitor Landscape
Research revealed three main traits user's value in financial apps. These became our guideposts in product discussions.
Automation Capabilities
User Empathy
Financial Trust
CONCEPTING
Crazy 8's
Quickly sketched 8 screens in 8 minutes. Strongest layouts were refined.
TESTING
User Interviews
Conducted remote usability testing with a diverse group of users. Participants were guided through a series of tasks and questions while navigating an interactive Figma prototype.
BRAND
Stand Out In A Crowded Market
Black and white photography became a key brand element. The lifestyle/leisure photos humanized the look and elevated the feel of professionalism.
Deliverables included:
Colors: Fun yet sophisticated
Logo Design: 3 rounds of design. Final logo in .svg, .png, .ai
Microsite: Brand applied to WordPress Template
ANALYZE TESTING RESULTS
Need For Clearer Messaging
Two client driven factors could potentially hurt the app. First, changes to the user's funds would not be automated through the interface. Secondly, selecting "Agree" only indicated user had read and planned to make change off site. Both instances required careful messaging to avoid losing user trust.
- Client unable to automate changes 79% believed “Accepting” would buy and sell funds. (user testing)
- Decision IllusionUsers unable to “Refuse” advice. 61% of users said this changed making them potential subscribers. (user testing)
REVISE PROTOTYPE
Branding and Findings Applied
Quickly sketched 8 screens in 8 minutes. Strongest layouts were refined.
CONCLUSION
Success Dependent On Automation
Conducted remote usability testing with a diverse group of users. Participants were guided through a series of tasks and questions while navigating an interactive prototype.