Redesigning the PayDay Investor App Experience
November 2, 2020
Heuristic Evaluation of the ARM Investment Center website
April 26, 2023Unified Financial Services: A Mobile App Case Study
My Role:
I was the design lead throughout the project cycle and was fully responsible for discovery, strategy, research, prototyping and visual design. I also facilitated and collaborated with the business and development teams to brainstorm ideas and solve complex business problems.
Client:
ARM Holding Company
Project Duration:
H1 2021
Project Scope:
Mobile application
Project Summary
ARM, a leading financial services company, embarked on a journey to accelerate its unified retail and digital strategy. The goal was to create a seamless omnichannel experience for customers across ARM’s businesses, starting with the development of a unified mobile app.
To achieve this, ARM had to integrate the processes, technologies and data of aspects of the value chain where regulations permit, into a unified front end for ARM.
The Challenge
Due to the pandemic and the ever-evolving business landscape, the organization was compelled to act:
- Portfolio values were increasingly volatile, particularly across the younger more dynamic generation of investors
- The organization needed to offer its customers a single onboarding channel for its Pensions, Investment Management and Stock trading businesses while creating cross-selling opportunities
- Customers were evolving and increasingly adopting digital platforms with high expectations for user experience and interface
Design Process
This was an iterative design process involving multiple rounds of research and reviews with in-house stakeholders such as business leaders, the risk & compliance team, the enterprise architect, the technical team and the customer success teams, as well as existing users.
We held weekly cross-functional sessions to validate assumptions, test ideas and iterate quickly.
The User Research Goals were:
- To understand our current and potential Users’ needs and context
- To generate solutions to existing issues with our current touchpoints
Analytics Analysis
We started by looking into data to understand our existing users better, we gathered channel activity statistics from the existing digital channels to help us gain insights on the most used features.
User Interviews
I composed a mix of open and closed questions that were centred around Contextual inquiry and understanding the average user’s mindset. I structured the questions by sandwiching the more complex questions between general questions at the beginning and end to keep the subjects engaged.
User Personas
We were able to come up with a target demography using a Needs-based segmentation which allowed us to identify and target segments according to behavioral traits and unmet needs instead of just age and income.
Ideation and Prioritization
Next, we engaged in an extensive ideation exercise with some stakeholders and customers using viability versus feasibility metrics to identify features that will return the highest value within the shortest time. A prioritization matrix was a result of this exercise.
I also led an ideation exercise involving the Product Owner, Business Analysts, Compliance Managers, Software Engineers and we came up with user flows and customer journeys for the MVP.
Design and Prototyping
Using Figma, I designed user flows and customer journeys in the form of wireframes for key features. After validating these with business and product stakeholders, I then proceeded to design high-fidelity prototypes on a feature-by-feature basis.
Usability Testing & Handoff
Using Figma, I designed user flows and customer journeys in the form of wireframes for key features. After validating these with business and product stakeholders, I then proceeded to design high-fidelity prototypes on a feature-by-feature basis.
At this stage, there were a couple of iterations done to the onboarding flows based on feedback from the users.
The Result
The unified mobile app offers a single onboarding channel for ARM’s businesses, creating a seamless user experience and cross-selling opportunities. The app’s design is visually appealing, user-friendly, and adaptable to evolving customer needs.
This project demonstrates the effectiveness of a user-centred design approach in addressing complex business challenges. By prioritizing user needs, collaborating with stakeholders, and incorporating continuous feedback, we created a successful unified mobile app that exceeded business objectives and user expectations.
Reflection
From this project, I gained valuable experience in User testing in the post-Covid era. Initially, it was quite unusual and challenging to get people involved in User Research remotely, however, I learned that regardless of the scenario you can achieve your user testing goals, as long as you’re adaptable and ready to use unconventional tools at your disposal.
This project also taught me the importance of adaptability, collaboration, and user empathy in design. I learned to navigate complex business landscapes and prioritize features that meet user needs. I would approach similar projects with a renewed focus on user research, ideation, and prototyping to ensure successful outcomes