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Leading the design for a new feature, and onboarding first time investors.

This case study focusses on the onboarding experience for a new investing product, which simplifies investing for first timers. I also worked on multiple other features for this company, including budgeting and spending categorization.

My role

Leading the design and research to create an interactive onboarding experience. We launched this to a small beta group for testing.

The team

I collaborated with another designer, business analyst, engineers from web and mobile, the CEO, and the COO directly. Very small company.

Overview

FutureYou users were using our platform to organize and understand their finances. We started with spending categorization, and budgeting, before moving into the investing space.

I concepted, wireframed, and prototyped multiple different directions for this concept. We went through a rebrand in the middle of it, which you'll likely notice.

Audience

Young people, initially aged 17-39, were who we targeted. We later adapted this to 18-30 when we pivoted.

Noted in the research were trust issues with big banks, frustration about lack of financial education, and aiming to support a decent lifestyle.

Survey findings and personas.

Journey

We wanted to test a concept that put investing on autopilot.

The ideas was that a user would be able to make a single deposit, which would trickle down into three buckets. These buckets were for short, medium and long term investing.

Flow diagram showing the buckets.

Research

The first round of research focussed on comprehension of the bucket concept, but we got a lot of usability feedback too.

I mapped out the flows and created a prototype, before hosting the sessions with 10 particpants from our target demo. We were looking for validation around the bucket concept, feedback on how long the process took, with less focus on usability at this stage.

The setup screen showing buckets, deposit screen interactions choosing split, and selecting interests to personalize.

Feedback from the research was generally positive, but some interaction updates were needed.

More research

We started testing on web, where we decided to launch this new feature due to resourcing constraints.

The interactions adapted to web well, and the mobile release got postponed. This is also when we went through the rebrand, hence the entirely different look and feel.

The two column layout, showing the main content on the left and the editable timeline on the right.

A closeup of some of the modules.

Feedback from this round of research.

Impact

We launched with a small group of beta testers.

We wanted to get real learnings and data coming in to analyze this experience. We launched a closed beta, and saw some interesting results. We learned a lot, but the feature was deprioritized after this to better align with a new company strategy.