LifePlus 2.0: Fintech Goal Driven App
Empowering users to make goal oriented financially healthy decisions
Company
Launchpad
Timeline
Q2 to Q3 2023
Team
CEO
1 Designer
1 Engineer
Role
I led the end-to-end design
strategy, design and
execution, from ideation to
usability testing.
Heading
To tackle this problem, I conducted a design audit of the current tool and in-depth user interview to identify security and usability concerns. Through my research, I strive to improve the following areas:
Memorability Concerns --> Improve Efficiency
User Confusion --> Enhance Usability
Security Issues --> Establish Trust
Improving the usability and trust of the tool was crucial for user adoption and long-term success for the business
Company
Launchpad
Timeline
Q2 to Q3 2023
Team
CEO
1 Designer
1 Engineer
Role
I led the end-to-end design
strategy, design and
execution, from ideation to
usability testing.
Heading
To tackle this problem, I conducted a design audit of the current tool and in-depth user interview to identify security and usability concerns. Through my research, I strive to improve the following areas:
Memorability Concerns --> Improve Efficiency
User Confusion --> Enhance Usability
Security Issues --> Establish Trust
Improving the usability and trust of the tool was crucial for user adoption and long-term success for the business
Company
Capco
Timeline
Q2 2020
Team
1 Product Manager
3 Banking SMEs
4 Product Designers (including me
Role
I led the end-to-end design
strategy, design and
execution, from ideation to
usability testing.
Company
Capco
Timeline
Q2 2020
Team
1 Product Manager
3 Banking SMEs
4 Product Designers (including me
Role
I led the end-to-end design
strategy, design and
execution, from ideation to
usability testing.
Overview
The digital labs teams at Capco saw a need for a one-stop-shop financial wellness app that can help bank customers make behavioral changes that lead to a healthy financial life.
The new app concept, Lifeplus 2.0 provides a holistic view of the bank customer’s financial wellness journey across 4 categories: Spending & Budgeting, Goal Planning, Debt Management, and Financial Wellness Protection.
Pain points
There is currently a saturation of financial wellness apps in the market, but many of them do not give a comprehensive overview of an individual’s financial wellbeing.
Current challenges include:
No access to a snapshot of overall financial health
No trade-off advice to solve for goal shortfalls
Current apps are more market driven planning, rather than life event driven
HMW prepare bank customers for financial events in advance - both planned and unplanned?
"I didn't realize how expensive things can get as I get older"
-Bank customer
"I didn't realize how expensive things can get as I get older"
-Bank customer
Millennials find keeping track of a budget challenging with their chosen lifestyle
Those who have families are typically concerned with low liquidity, and people of color are often victims of fraud
Bank Customers need help with decision-making, and tradeoffs from these decisions
They also prefer personalized recommendations based on customized goals. This can be achieved by bringing awareness of how current financial behaviors impact short- and long-term goals.
Ideation Sessions
What sections should the dashboard have?
What information is in each section?
What would a “trade-off” function look like?
Ideation Sessions
What sections should the dashboard have?
What information is in each section?
What would a “trade-off” function look like?
Rebecca is a high spending millennial with low liquidity and a mix of debt
Since Rebecca has a mix of student loans, a mortgage, credit card debt, and her family car, I designed a flow where she interacts with the debt management features the most as she wants to make sure her debt is under control and that she is getting the best rates.
Collaboration with PM, Designers, and Engineers
My team and I went through several rounds of feedback iterations designing Rebecca’s flow and screens. Depending on capacity, I’d invite engineers to participate in these sessions to assess feasibility. To determine specific features my team and I voted on ones they like the most. I make sure that the features always tie back to the user’s needs
Life Driven Debt Management Flow
Life Driven Debt Management Flow
Feedback on data privacy and financial score calculation
To ensure the app is feasible for the user, I facilitated user testing sessions and grouped the feedback and scored them by task impact, then multiplied this number with feedback frequency to determine which piece of feedback I should iterate on first. Some interesting feedback include:
Data privacy and trust with financial information on apps is a concern
Request for basis on how financial score is calculated came up quite often
Results
Overall the app was able to:
Provide a comprehensive financial wellness snapshot
Encourage behavior change through life event driven planning/what-if analysis
Connect Spending & Budgeting, Debt Management, Protection Planning, Goals-Based Planning in one seamless experience
Additional user testing confirmed the success of the prototype. The prototype is set to launch into a proof of concept for additional testing with the user.
Quick Send Communication Tool
A quick send communication tool for operators to send emails more easily.
Company
Launchpad
Timeline
Q2 to Q3 2023
Team
CEO
1 Designer
1 Engineer
Role
I led the end-to-end design
strategy, design and
execution, from ideation to
usability testing.
Problem
The Quick Send Communication Tool allows studio operators to send mass communication to their customers. The challenge of the current tool was two-fold:
Security concerns: Studio operators had concerns about the security of their customers' emails, fearing potential leaks during mass communications.
Clunky UX: The tool was confusing to operators. They constantly call in to ask about how to send out an email, specifically to groups.
HMW redesign an intuitive communication tool for operators that reduces the complexity of sending emails, all while prioritizing their privacy and cultivating trust?
"Our users think that the current tool will leak all customer emails because it looks too similar to our personal gmail tool”
-CEO on customer voice
Strategy
Step 1: Create familiar UI : Create familiar UI inspired from other tools that operators use on a daily bases to improve adoption rate
Step 2: Guided discovery: Improve in-app guidance for users to use the tool by themselves without help
Step 3: Establish trust: Increase operator’s trust around Launchpad’s usage of information sharing and data privacy
100%
Usability based on customer feedback
-40%
Reduced Time to Send Emails
-50%
Reduced email-related admin tasks
Key Features
Step 1: Create Familiar UI
Filter Buttons
The simplified filter buttons removed complexity from before, making it familiar and intuitive for operators to use.
Step 2: Guided Discovery
Nudges for self service
Operators forget how to use the specifics of the tool often. Nudges provide feature walkthroughs and reassured operators about data security.
Autofill for individuals and groups
The two different UI for individuals and group recipients in the current tool is confusing for operators to use and find. Combining the two UI with an autofill functionally simplified the feature and reduced clicks
Step 3: Establish Trust
Just-In-Time Tool Tips
Tooltips/nudges during the time an operator makes can help alleviate their security concerns and reassured them that their data won’t be leaked
We had a lean team of 3 (CEO, engineer, me) and rapidly iterated on the tool so we could get it in front of the user quickly
Collaboration with the Team
CEO collab
Eng collab
"The new design is much more user friendly. I would rate it 10/10 for it's ease of use"
Studio Operator Customer ( super user)
Founder, Martial Arts Studio
Results
User testing confirmed the success of the streamlined MVP approach, receiving positive feedback on the tool's usability, ready to be shipped. In the next phase, I plan to explore adding in the nice to have features such as preview mode, and communication templates.