Green Dot: New Go2Bank Mobile Application
Overview: At GreenDot I was brought in to head Go2Bank's new flagship product line. The goal of the new mobile application was to cater to the underbanked customers to support their financial goals of building credit and savings to ultimately build financial freedom for both the short term and long term.
Go2Bank New Mobile Application
About Green Dot Green Dot builds simple, seamless and secure financial tools for customers, and powerful solutions that fuel engagement, trust and value for partners. Green Dot is a financial technology and registered bank holding company committed to delivering trusted, best-in-class money management and payment solutions to customers and partners, seamlessly connecting people to their money. Green Dot’s proprietary technology enables it to build products and features that address the most pressing financial challenges of consumers and businesses, transforming the way they manage and move money and making financial empowerment more accessible for all.
2. Project Scope: I headed GreenDot's product management and product design team leveraging market research, competitive analysis, data-driven focus across the organization to lead the product, design and innovation for the new Go2Bank Mobile Application. I led both the product and design teams focused on new, innovative features that would be utilized by the underbanked. Currently Green Dot did not have a mobile banking solution for the underbanked to serve as a tool for building credit and savings.
3. Identifying the Problem Space: I initiated the UX Research process to understand the pain points from the current customers who used the Green Dot app and identified the areas of improvement that could be offered in the next version of the application. I drove qualitative and quantitative research across segmented user groups to dive deeper into the user needs and goals for both the onboarding process as well as the necessary features that were needed to solve customer pain points. Our targeted user included exsiting users on the Green Dot app who fit our user persona for Go2Bank. I worked with design to identify areas of the flow including the application stage where the flow could be optimized in order to increase onboarding.
Thinking Through the Problem Space:
What were some of the core banking frustrations that underbanked users dealt with?
What were the goals underbanked users wanted to achieve for healthy financial status?
What tools would help the underbanked achieve healthier financial habits?
What actions could users take in the app to better understand their financial health?
What were frustrations from the Green Dot app that could be optimized for Go2Bank?
Application Stage Recommended Optimizations:
Comparing Green Dot Journey to Desired Go2Bank Solution for Customer Verification
4. The Design Process: I led the design strategy, product execution, and resourcing focused on the end to end mobile application. I worked with C-level executives to surface the designs we were working on and provided iterative updates on the process. I initiated weekly design reviews and iterative progress updates. We started with low-fidelity designs and moved into high fidelity after multiple iterations of user testing and feedback. We worked on a design library focused on reusable components across the app and website. We leveraged usertesting.com to capture additional feedback from our target customer group. We also leveraged Feedback Loop to garner qualitative insights from our customers.
5. Development Cycle: I led the development process partnering with engineering and QA to establish the MVP Product and iterations beyond the MVP. I organized the work in weekly sprint cycles, ensuring our MVP was in line with the scope of work identified and sized by engineering. We defined a core architecure, focused on the engineering scope of work and understood our weekly velocity at which we would be performing. QA also provided a LOE and took into the account the work they would be taking on for unit tests, automation, and regression testing. For the core features identified, we understood the scope of work and the timeline for delivery as a lot of the work would be done in parallel.
6. Measuring Success: I worked to improve the way success was measured by incorporating analytics into our processes to define KPIs and performance metrics. I also pitched and evangelized organizational-wide analytics platform (Glassbox) and user testing tools for early product market research, usability, and iterative design feedback. In addition, to setting standards for app performance, design, and interaction, I raised the bar on the quality standards of how we measure success and the level of impact I had with our customers over time.
Performance KPIs: Success Metrics
Number of app downloads
Customer Sign-Ups
Daily active users (DAU's)
Monthly Active Users (MAU's)
Return Visitors within a 10 day period
User retention rate
Churn rate
NPS: Customer satisfaction score
App Download Time
Page Load Performance
6. Results: The Go2Bank consumer Mobile App garnered a 4.7 app store rating and improved user adoption by 5% in comparison to the Green Dot mobile application.
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Posted Oct 30, 2024
Krisha spearheaded a product design overhaul for an established brand, resulting in improved market positioning and a 5% increase in customer engagement.
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