MOBILE AND EMAIL REDESIGN

Money Intelligence

PROJECT BRIEF: GROUP SPRINT 2016


MY ROLE

THE PROJECT

UX Designer and researcher. Initial project duration was 2.5 weeks

A team of four, doing a product redesign for a financial services client

  The MoneyIntel UX team (L to R):  Anuja, Chijioke, Sonia, David

The MoneyIntel UX team (L to R):  Anuja, Chijioke, Sonia, David

the client: 

401(k) provider, making investment easier for employees and cheaper for management. Client goals were to design for mobile, improve clarity of the dashboard, and increase signups, rollovers, and contributions.

  The home page, as it looked prior to our project.

The home page, as it looked prior to our project.

our process: 

Heuristic analysis of website, competitive analysis, user testing and interviews. 

insights:

Value proposition, education, and trust are crucial.

 

solution and delivery: 

A redesigned email communication and user flow for account management, for mobile screens.

 

Second sprint: mobile login 2017

In our student project, we had some great insights about users' needs, and timely insights to share with our client, but were able to deliver wireframes. Our client really wanted to see some high fidelity comps, a mobile app design, and a redesign of the UI within their clients' dashboard. Here are a couple screens that I did in a second sprint.

 

The currently existing mobile site doesn't have a login option.

My mobile app redesign, providing a clear and familiar login experience.  

 

This is part of a personal project, where I worked on a redesigned mobile app, login and dashboard UI, and a higher fidelity comp for Money Intelligence's email communications. 

 

mobile email 2017

Current email design, but lacking a visual component that will help users understand more quickly.

My reimagined monthly account summary email viewed within the Gmail app, on iOS 10.


FULL CASE STUDY


CLIENT AND DISCOVERY QUESTIONS

what’s the business goal?

  • Money Intelligence wants end users to increase engagement and contributions, and roll over their 401(k)'s  

what do users need for success with the service?

  • Users need to have their questions answered so that they feel secure and smart about retirement
 
 

problems to solve:

  • Defining engagement
  • Mobile solution with emphasis on learning, and making contributions easier
 

USER RESEARCH

We conducted generative research with users representing a range of financial knowledge:

  • Active MoneyIntel customers (available subjects were financially savvy)

  • Professional adults who had varying levels of experience with investment accounts and retirement savings

And we tested the current email and dashboard, documented their opinions, pain points, and desires for retirement savings

user research questions:

What do users care about in email correspondence, and why?

What gets them to click on the email to check their account?

What do users check the most in the dashboard?


What motivates users to increase their contribution in their current 401(k) account?

 

user interviews:

We were provided with a number of current users to interview and usability-test with, but found out that folks who have a high level of financial knowledge and a history of investment, will be likely to increase activity and contributions on their central management account, rather than with Money Intel.

Our takeaways for less experienced investors kept revolving around trust and really understanding the process:

I want the financial advice from my 401(k) administrator to be in my best interest
I don’t know what to do next in the dashboard

COMPETITIVE ANALYSIS

Based on our insights from interviews, competitive analysis, and testing with the current platform, we were compelled to focus on 3 primary elements.

  • UI elements (dashboard)

  • Value Proposition (trust)

  • Education ("what really is a 401k?")

 

Once we had the critical criteria for evaluation, we were able to assess how our client and competition matched or differed to these areas.

Heuristic analysis of 7 competitors, focused on the 3 areas mentioned above

 

BUILDING A NARRATIVE 

target persona:

We decided to focus on the client base where the most opportunity lay:

With folks who are just getting started on their investment journey - young professionals with the financial ability to save and plan for the future.

 

user journey:

A narrative story had begun to appear, informed by our interviews and competitive research.

 

DESIGN AND TEST

We turned our sketches into wireframes, that we could use to validate our design solutions through testing.

Final prototype stage reached within time allotted. We were able to present our findings from one more round of testing to our client.

insights from testing:

Perhaps the most interesting thing to us was hearing from our test subjects that for them, finances are emotional.

financial decisions seem practical.. but below the surface, it’s so emotional.
— Billie
This is a great site, now I know what to do with my 401(k). Right now I don’t even touch my 401(k) website
— Ari

IN CONCLUSION

challenges:

One of the biggest problems we encountered, was how to define engagement. This was a term that was introduced by our client in their desired outcomes.

solutions:

What we learned, was that engagement depends on trust and confidence. Engagement stalls when cognitive dissonance and fear take over.

Trust and inspiring confidence with regards to finances is personal. 
Adding value through education and providing relevant email communications will increase engagement.


Live site viewable at: moneyintel.com