LINK - Financial
Planning Tool
Link is a financial planning app to help users set up their financial goals, the associated costs, and provide them with solutions in order to help them achieve their financial goals.
My Role
Lead UX Designer, Lead UX Researcher
Process
It's a two year long project and it's still ongoing. I have been a part of the project from discovery to validation. The process I used is as follows:
Challenge 1
Make finance planning fun
Our target audiences is between the ages of 35-50 with low financial literacy. To translate complicated and boring financial concepts to users was my biggest challenge. Currently, most people are afraid of the financial planning and use financial advisors to help them.
​
Solution: Graphics and Animations
I provided animations and interactive graphics with playful colors. I used user friendly language to help users plan their financial goals on their own by using this app.
​
Challenge 2
Long experience
In this timeline-orientated life goals planning tool, there are three parts for this experience; provide personal information, set up life goals, and pick solutions. The whole end-to-end experience is not short. The challenge is how to engage user in this long life planning experience.
Solution: Provide Feedback
As Don Norman mentioned many times in his articles, one principle of UX is to provide feedback to user’s input. In this experience, we provide “treats” after each section, we call the “treats” candy 1, candy 2 and candy 3.
​
Empathy Map
​
In the beginning of the product stage, I hosted an empathy mapping workshop with designers, product managers, marketers and stakeholders. We characterised our target users in order to make effective design decisions. The role-playing exercise is fun and effective. It also helped us create the persona for this product.
​
​
​
Mobile first
​
After the ideation section, we created a quick one pager concept for this product. Since our target audience is millennials, we started with mobile design first.
​
​
​
One page concept
Mobile first ideas
Early version
​
The first version was created in a very tight deadline. We didn't have too much time in the discovery phase. I launched surveys and focus groups to help the product team understand how users thinks in order to decide the product features. Here are the wireframes from the early stages of the design.
​
​
​
Test and learn
​
I ran hundreds of moderated and unmoderated test for LINK. The biggest success was to getting the product team on board with the testing and teaching them the methodology. We learned from every round of tests and implemented them in our design.
​
​
​
Final Design after User testing
​
The current experience is already launched. We are measuring the result and working on updates.
Here are some example pages redesigned by UX team after user testing :
​
​
​
