Fintech Mobile App Design: Justwealth
Justwealth: Best Robo-Advisor in Canada
Justwealth is Canada’s most comprehensive online portfolio management platform, committed to providing honest, smart and cost-effective wealth management. Awarded Best Overall Robo-advisor 2024 by Moneysense, they provide investment management services in an easy-to-use and convenient online format.
Justwealth originally offered its services through its desktop-first web browser platform. With repeated feedback from customers that they want a mobile app to check their investment portfolios more conveniently, Justwealth decided to invest in building a mobile app.
Problem: Translating functionalities from Web Browser to Mobile App
The existing web browser platform:
Justwealth web browser platform
When Abdennour Aissaoui, the CTO of Justwealth, reached out, their team had been building the app for two months but with various challenges. While they made significant strides in setting up most of the backend processes, they were having difficulty in the front end with translating the functionalities of the web browser to the mobile app due to the smaller screen space. Additionally, the mobile interfaces were difficult to navigate and aesthetically unpleasing.
Dissatisfied with the current user experience, Justwealth sought a redesign of the mobile app to enhance usability. Miya from Sweeter Design was brought on board to lead this transformation as a UX consultant.
We had to work with multiple constraints:
Tight timeline: the project was already behind schedule and we were pressed to design, develop and launch the app within 2 months. In order to accommodate the tight deadline, we had to prioritize top functionalities instead of delivering every functionality available in the web browser.
Platform constraint & limited resources: the app was built on Flutterflow and we had to work within the UI components that is native to the platform
Data stream limitations: the financial data stream and categorization was fixed, which did not allow for effective UX copy changes so that data labels are easier for users to understand
The team and stakeholders we worked with:
Abdennour Aissaoui, MEng - Chief Technology Officier
Andrew Kirkland, CFP, CIM - President
Richard Burton-Williams, MBA - Head of Justwealth Institutional
Jenny Tou - Backend Software Engineer
Takumi - Software Engineer
Overseas data stream management team
Solution: New UX/UI Mobile Design
Hero graphic when launching the mobile app. Designed by Miya Zhang
Sweeter Design's scope of work:
UX audit / design
UI design
Information Architecture
Flutterflow Frontend Development
Impact: 59% increase in revenue, 5-star ratings & 96% conversion rate
Achieved a 96% conversion rate from existing desktop customers, reflecting the success of the mobile app in meeting customer needs.
Since launching in November 2023, the app has 5-star ratings on the app store, indicating high levels of user satisfaction.
In the 10 month post-launch of the mobile app, the revenue (AUM) of Justwealth increased by 59%, with attribution to ease of adding funds conveniently in the mobile app.
Established a foundation for ongoing improvement, with a focus on continuous user feedback and iterative design processes.
Very simple to use, low fees compared to alternatives and especially traditional advisors - App User Review
Project Process: Discovery, Design & Iteration
1. Discovery and Assessment:
I analyzed of the existing desktop platform and mobile developments to identify pain points in UI, user flows, and information architecture.
Collaborated with stakeholders, including the C-suite and leading engineer, to understand their vision, goals, and expectations.
Established key performance indicators for success, emphasizing the importance of user satisfaction and business objectives.
2. Redesigning UI and Information Architecture:
I developed high-fidelity prototypes to propose a visually appealing and intuitive UI using Flutterflow, a no/low-code mobile development tool.
Reimagined the information architecture to streamline user flows and improve overall navigation.
Incorporated design principles that aligned with Justwealth's brand identity and established a modern, simple aesthetic.
3. Collaboration and Project Management Prioritization:
I worked closely with a team of two developers, a project manager, and the C Suite to ensure alignment with project vision and business objectives.
Prioritized product features based on C Suite's preference for a speedy app launch, while maintaining a user-centric focus.
Facilitated regular communication and feedback loops to address concerns and maintain project momentum.
4. Beta Launch and User Iteration:
The beta version of the app was shared to 15 power users, prioritizing speed without compromising the user experience by being selective on priority features.
Gathered feedback to identify areas for improvement and prioritized on impact
Analyzed user feedback to identify pain points and areas of satisfaction.
Iteratively refined the UI, user flows, and information architecture to address user needs and preferences.
Maintained a user-centric approach, ensuring that design decisions were informed by real-world user interactions.
5. App Launch and Continuous Improvements:
The app was launched in the iOS App Store and Google Play Store in November 2023. It currently has a 5-star app store rating and a 96% conversion rate from existing clients.
Next Steps:
Continue to gather user feedback and iterate on the platform to enhance user satisfaction.
Expand features and capabilities based on the priority of user demands and business needs
Have an idea? Let's collaborate!
If you have mobile app ideas or visions you want to see come to life, we are here to help! Contact me and I'd love to chat more about how we can collaborate.
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Posted Nov 29, 2023
Transformed JustWealth's mobile app through redesign of user flows and UI. Achieved 96% conversion with existing desktop clients and 5-star app store ratings.
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