How might we…
...streamline the user experience of the app to increase the activation rate by 20%, while effectively balancing the business and user needs?
Goals for the App
Understanding Business Needs:
Identified key user experience issues to boost the activation rate. Also, differentiate the app by highlighting the unique value proposition of investing in diverse sectors. This strategic approach is crucial for generating investor excitement and facilitating capital-raising efforts.
Identifying User Needs:
Targeted experienced investors seeking portfolio diversification. Optimize the app user experience through comprehensive audits and competitive analyses. Streamline the onboarding process, enhancing clarity on navigation and usability of the most essential features.
Balancing Business and User Needs
Navigated the delicate balance between business demands and user needs by prioritizing the most critical of over 10 proposed MVP features. Also, refine the app's UX, doubling the activation rate from 20% to 40%, while maintaining its unique market positioning
Competitive Analysis
Goal:
Conducted a competitive analysis to understand how the Acquire app compares to similar products in the market.
Results:
Examined competitors such as Revolut and Republic, identifying the best features such as Onboarding screens, Crypto wallet, and investment events, and analyzing how they could be integrated into the Acquire app.
User Interviews
Goal:
Interviewed potential users and validate pain points identified in the discover phase. Also, gather new insights about their current experience and how it can be improved.
Results:
Through this process, I identified several pain points for users, such as the onboarding experience, the wallet button, asset card buttons, top navigation, and investment tools.
They did not know how to make their first investment in the app.
Navigation was confusing and they were not able to see all the value offered.
They were not able to keep track of their investments and portfolio value.
STRATEGIZE
User Journey Mapping
Created a current-state user journey map to identify areas for improvement. Through this process, I identified several pain points for users, such as the onboarding experience, the wallet button, asset card buttons, top navigation, and investment tools.
Product Requirements
Identified and planned the product requirements for the app re-design to be successful.
User-friendly Onboarding Process
Top Popular Markets shown first
Seamless navigation to show value proposition
Consistent Design System
DESIGN
Challenge 1: Activation
Problem: How do I start investing?
After checking where users were dropping off during their customer journey. I identified that the onboarding experience was confusing and users were not being activated as they did not know how they did their first investment.
I restructured the onboarding journey in a way that I could carry out A/B testing to find the best way to walk users through this part of their experience.
Solution: A/B Testing
I conducted quantitative testing to optimize the onboarding, discovery, and first investment flow, effectively activating users. I streamlined the user experience by reducing the number of industries shown upon sign-up, focusing on the top four industries for investment. I also presented users with the top investment assets per industry. To simplify decision-making for first-time investments, I set up default investment amounts using increments of $25.
Challenge 2: Engagement
Problem: What are the features I can use?
There was not a clear navigation that allow users to explore the app and app features, causing a decrease in user engagement. I needed to find a way to showcase all app features taking into account the level of importance when making an investment and finding the relevant information about their investments.
I decided to restructure critical points across the app so that users could find easily the app features and could interact more with the app.
Solution: Accessibility as core in UX
I enhanced user accessibility by creating a bottom navigation bar, providing easy and quick access to the app's main features. On the Invest Screen, I equipped users with a comprehensive set of tools for managing their investments and staying informed about the industry. Allowed users to access their wallet at any time, and also enriched the Portfolio screen with interactive elements and detailed information, empowering users to make strategic decisions while always keeping track of their investments and portfolio value.
Challenge 3: Design System
Problem: How to create a consistent and scalable Design System
Creating a consistent and scalable design system is a significant challenge, requiring a balance between maintaining consistency across different screens and features, and ensuring scalability for future growth. The system must be flexible enough to adapt to changes while preserving a consistent look and feel. This process necessitates careful planning, strategic design decisions, and ongoing maintenance to ensure the design system evolves alongside the app
Solution: Working alongside Development
I set design principles and guidelines, including typography, colour schemes, and component libraries. I collaborated closely with the development team, holding regular meetings to ensure the design system was both visually consistent and technically feasible. Providing 'developer-ready' designs facilitated a smooth transition from design to implementation, resulting in a design system that effectively supports the app's growth
Results and Reflections
Final Outcome
App was successfully launched 3 months later and the Acquire Invest team was able to raise venture capital!
Results
• Raised 500K+ Venture Capital
• Conduct successfully quantitative A/B testing
• +40% activation rate.
