Case Study · First time investors

Designing an interactive onboarding experience for first time investors

Company

Future You

Platforms

iOS, Android, Web

Timeline

6 months

Early research

The first round of research focussed on comprehension of the bucket concept, but we got a lot of usability feedback too.

I mapped out the flows and created a prototype, before hosting the sessions with 10 participants from our target demo. We were looking for validation around the bucket concept, feedback on how long the process took, with less focus on usability at this stage.

The look-and-feel of the app at this time.

Some screens from the first round of user research.

Users understood the bucket concept

Money into different buckets for different goals resonated with the target audience.

Users found this too time consuming

We heard overwhelmingly that if it took this long to complete, they wouldn't do it.

Some interactions were confusing

Sliders and some other interactions felt like they weren't necessary in certain situations.

Should feel more enjoyable

Because of a combination of the other factors, it felt like work, not a fun experience.

Feedback from research was positive and constructive.

Beta testing

We launched with a select group of beta testers that were willing to participate.

We wanted to get real learnings and data coming in to analyze this experience. We launched a closed beta, and saw some interesting results. We learned a lot, but the feature was deprioritized after this to better align with a new company strategy.

500 users

We launched this featured to a small group for testing.

81% onboarded

We hit some goals here with the number of users who onboarded.

24% set up

Only a small group completed the full investment set up.

76% abandoned

Meaning that a large number abandoned the flow.

Had we have continued, the plan was the survey participants and iterate.

The feature was deprioritized to make room for spending, budgeting, and other features that our users were finding more useful.

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I designed and built this site in webflow, and used phosphoricons for all icons on this site. Success metrics for case studies are intentionally removed or fuzzy to comply with NDA's. If you want to reach me, your best bet is to message me on Linkedin. Thanks for being here. Last edited August 2023.