Green Dot: Go2Bank Mobile Application for Acquisition Lift

Project: At GreenDot I was brought in to head Go2Bank's new flagship digital platform, which was a new version of the GreenDot Application. The goal was to acquire more customers with the new mobile application and re-think the core features that underbanked customers needed in order to support their financial goals for both the short term and long term.

About GreenDot: 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.

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.

What I Did: I initiated the UX 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. I also 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 user testing tools for early product market research, usability, and iterative design feedback. In addition, to setting standards for app performance, the quality of the standards were raised to determine how successful we were and what type of impact we had with our customers.

Results: I led the product design for the new Go2Bank consumer Mobile App for a 4.7 app store rating, improved user engagement by 5%, increased user base by 10%.