Crest: A Financial Management Platform -UX. Product Design. SaaS

Crest is a financial management SaaS platform aimed at helping users manage their personal finances. My challenge was to redesign their user experience to cater to a broad user base, including financial novices and seasoned investors, while driving better business metrics such as user retention and feature adoption.

Crest approached me with several core challenges:

1. User on-boarding friction: New users found the on-boarding process too long, causing high drop-off rates.

2. Complexity in data visualization: While Crest had extensive financial features, the interface often overwhelmed users.

3. Feature discovery issues: Many users were unaware of valuable tools within the platform, leading to under-utilization.

I conducted comprehensive user interviews with a mix of existing users, personas, and customer support teams. Combining quantitative data from analytics with qualitative feedback revealed key friction points in the experience, especially during the on-boarding process and interactions with complex financial tools. My personas analysis split users into three groups: beginner, intermediate, and advanced. Each group had distinct needs, which had to be balanced in our design decisions.

1. Simplifying complex data visualizations: Crest users relied on charts and graphs to understand their financial status, but current visualizations lacked clarity and customization. We needed to make data more digestible without oversimplifying.

2. Reducing cognitive load during on-boarding: The previous on-boarding experience required users to input numerous financial details, leading to overwhelming first impressions. My goal was to design a friction-less flow that maintained data integrity while keeping users engaged.

3. Balancing user personas: The product needed to cater to a diverse user base. While advanced users wanted detailed analytics and insights, beginners required intuitive navigation and prompts.

1. Redefining the on-boarding journey:

Using insights from my research, I redesigned the on-boarding flow to reduce user fatigue. My solution involved a progressive disclosure approach— users would only input data gradually as they explored the app. I integrated clear visual prompts and feedback to guide users through essential steps.

2. Complex problem-solving:

The technical challenge lay in balancing data accuracy with an engaging user experience. We (myself with the dev team), employed real-time feedback loops using data validation scripts to ensure that incomplete inputs wouldn’t affect the quality of the financial data presented.

3. Data visualization overhaul:

For data visualization, my goal was to simplify without sacrificing the richness of insights. I implemented interactive charts that allow users to customize views based on their financial goals—whether short-term savings or long-term investments. For advanced users, I introduced filter options and export functionalities that allowed for deeper analysis, that could be accessed when users click the 'CUSTOMIZE DASHBOARD' button.

Our technical team ( myself and the developers), faced the challenge of building highly customizable yet fast-rendering charts. By using WebGL rendering techniques and optimizing database queries, we reduced load times by 40%, delivering a smooth, responsive user experience.

4. Enhancing Feature Discoverability

To address feature discovery, I introduced a contextual help system that offers tool-tips, explainer videos, and on-boarding checklists, targeted at different user personas. The help system was designed to blend seamlessly with the product’s interface, offering assistance at crucial moments without interrupting the user flow.

Complex Design Thinking:

I explored user flows and decision points to understand when users needed help without causing overload. Through A/B testing, we fine-tuned these interventions, increasing feature engagement by 30% within the first month of launch.

The new design led to measurable improvements:

- Drop-off during on-boarding decreased by 25%.

- Feature adoption rose by 30%, especially among beginner users.

- User satisfaction scores improved, as evident from NPS surveys, with advanced users appreciating the ability to customize their experiences.

By tailoring solutions to user personas and leveraging technology for efficiency, I crafted a balanced experience that serves both novice and expert users without overwhelming either group.

Next Steps

My ongoing collaboration with Crest includes refining the user experience based on continuous feedback and expanding the platform to include AI-driven financial forecasting tools that will further enhance the customization options for users.