Simple way to save and track all your savings or investments
Adebimpe Omolaso
Investa is a web application that makes it easy for people to improve their saving culture and invest wisely
My Role
As the lead designer, my role was to design the second version of the Investa Desktop App
In this case study, I will walk you through the research, design, and testing process that led to the revamped user experience.
The Timeline: The Entire Project took about 11 weeks
Research and Interview
I wanted to learn why some people who had signed up for the app had not yet started saving, so I conducted an interview with about 10 participants
Interview Script
We created an interview plan that outlined the following scripts:
Our target Audience
People who had created an account and added their debit card but were yet to use a saving or investment feature
The Domain of Questions
The domain of questions was about what was holding them back, their feelings towards saving and investing, and the likely challenges they might encounter in using the investa desktop application
Following synthesis of our findings, we identified a few key points
Lack of Motivation
Without a clear goal in mind, some people may find it difficult to motivate themselves to save regularly
Low Income
For some people, their income may be too low to cover their basic expenses and leave anything over for savings
Lack of financial knowledge
People may not understand the importance of saving and how to manage their money effectively. We looked into apps and websites to help users stay motivated, learn about finance, and save money with a low income.
Competitive Analysis
Our aim was to investigate how other apps motivate people to save and keep them informed about financial knowledge
We examined fintech apps centred around savings and investments to uncover features that foster trust and credibility, enabling users to save easily from the comfort of their own homes
We pinpointed some crucial features that could be utilized to establish trust and ease of Use
01- Saving Goals & Target
Having a specific target, such as saving for a vacation, a down payment on a house, or an emergency fund, is a strong motivator for individuals to start saving.
02- Improved Onboarding process
This approach helps users easily adopt saving as part of their daily routine, leading to sustainable financial habits.
03- Curated Investments and Suggestions
Apps use user's saving behaviour data to suggest risk-free investments aligned with their financial goals.
Journey Map & Information Architecture
We used journey map to see how adding the new features would improve the savers’ experience
The Journey Map
The user journey map highlights the stages and crucial features of a typical user experience for a savings and investment app. It includes features such as personalized recommendations, quick and flexible saving options, and curated investment suggestions.
The map identifies potential pain points, such as difficulty tracking transactions and maintaining savings habits, and offers opportunities to address these challenges, such as educational resources and rewards programs
We looked into apps and websites to help users stay motivated, learn about finance, and save money with a low income.
Design and Testing
Our aim was to improve the appearance of the application and maintain the users' consistent savings behaviour
During our research, we discovered a way to motivate our users by introducing new and improved features, leading to a more relaxed and comfortable experience.
01
Updated Brand and style guide library
Having a specific target, such as saving for a vacation, a down payment on a house, or an emergency fund, is a strong motivator for individuals to start saving.
02
Simplified Onboarding Process
Our app features a simplified onboarding process, guiding users to set savings goals and choose a fitting plan. The process is user-friendly and provides a clear path for starting their savings journey thoroughly
03
Quick and Flexible Saving Options
Our app also provides quick and flexible saving options, making it easy for users to integrate saving into their daily routine. These options offer a convenient way for users to save and reach their goals
04
Curated Investment Suggestions
The app also offers personalized investment suggestions to align with the user's financial goals. These suggestions are carefully selected to meet the user's unique financial needs and support their journey towards their savings and investment goals
To test the effectiveness of the new design, we conducted user testing with a small group of participants
We looked into apps and websites to help users stay motivated, learn about finance, and save money with a low income
Launch and Metics
We launched the new Investa Desktop App and recorded several metrics to measure its effectiveness.
After three months, we analyzed the data, and found out the following:
18% average savings rate
The average savings rate of users who had completed the onboarding process was 18%. This was a significant increase from the previous version of the app, which had an average savings rate of 10%
25%Retention Rate
Additionally, the retention rate of users had increased by 25% compared to the previous version of the app.
Lessons Learned
Through this project, we learned several important lessons:
User research is crucial
Having a specific target, such as saving for a vacation, a down payment on a house, or an emergency fund, is a strong motivator for individuals to start saving.
Iteration is important
This approach helps users easily adopt saving as part of their daily routine, leading to sustainable financial habits
Metrics are Key
Apps use user's saving behaviour data to suggest risk-free investments aligned with their financial goals
Competitive analysis is valuable
Apps use user's saving behaviour data to suggest risk-free investments aligned with their financial goals
Next Steps
Continuing to monitor and analyze user data to identify areas for improvement.
Conducting additional user research to gain insights into user needs and behaviors.
Experimenting with new features and design elements to improve the user experience
Conclusion
Overall, our redesign of the Investa Desktop App was successful in addressing the challenges faced by our target audience and increasing their savings rate
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Posted Aug 19, 2023
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