Interactive Investor
Mobile Acquisition Journey
Designed and created a mobile first account opening experience that supported business goals to drive organic growth.
Get the highlights.
customers gained within 6 months
rise in complete applications
locations for opening an account
Project overview
Developed an app-based acquisition journey for customers to discover more about the brand, guide them to open and fund an account.
Interactive Investor is a retail brokerage platform offering users the ability to open and manage a range of accounts with access to over 12,000 investment options.
Timelines
3 months (including planning, scheduling, implementation and review).
Roles
The team was made up of 6 people from different disciplines.
I was the primary designer and responsible for user experience from discovery to delivery.
Understand the challenge
The mobile app has shown great growth with active users, but only current customers can take advantage of its features.
The business wants to promote organic growth within its customer base. However the only want to join is via the website even though the mobile app has shown considerable growth in usage.
Discover more about the problem.
Competition analysis
Analysed similar financial products with app-based account opening experiences to understand steps and interaction patterns to provide an immersive branded experience.
User flow
Mapped out the user progression through the journey to understand happpy and unhappy paths.
Business conversations
Worked with people around the business to understand potential technical blockers in the project and create workarounds for them.
Defining the design area
How might we provide an efficient way for users to open an account utilising the various platforms we have available?
How might we ensure the user doesn't become lost during the account opening journey?
How might we streamline any legal agreements that the user needs to make when opening an account?
Prioritising for delivery
The business had recently had moves to focus more efforts of organis growth and this project played heaviliy into this goal. For this reason, there was a decision made early on to keep development as streamlined as possible to create a lean minimum visable product (MVP).
Once launched, the journey could collect data and be iterated upon to further improve the user experience.
Measuring success.
Completion rate
Monitoring the drop off rate for each section to understand which part of the funnel causes the most friction.
App vs web
Understanding how many customers are opening accounts on the app compared to the web journey.
Time to complete
Review data to see how long people spend on each section of the flow to optimise the journey further.
Considerations
Stakeholders were needed to be aware of the following factors that were outside of the project control but could negatively effect the project outcome.
Security referral process
For added security, there is a referral system to check the identity of the user which could be triggered. This system was unable to be changed and so needed to be worked around, even though the experience provided friction for the user.
Time limitations
Due to the high organic growth targets of the business, the need for a lean solution was clear.
Develop and test.
Wireframes
Utilised low fidelity designs to gain quick feedback from users about the journey and where improvements were needed.
Deliver the solution.
Project reflections.
This was a hard project to deliver due to the heavy pressure placed upon the team by stakeholders, as well as the various technical difficulties that we found along the way. However, the team were able to come together and creatively solve problems to ensure that delivery was not stalled by much. This project was a great example of true team collaboration.
After launch, we saw 2000 customer gained through the app-based account opening experience, helping the business to reach its organic growth targets.
Keeping developers involved from the kick off
Understanding the in-depth technical nature of this project was a major part that needed to be considered especially after reviewing the timeline of it.
To help with this, I collaborated heavily with the development team during the blue sky phase to keep them engaged in the project but to also understand the feasibility.
This proved to be a great move from a stakeholder management perspective and also helped to make the development more ‘lean’ whilst ensuring we developed a great user experience.
Better time planning was needed to allow for timely delivery
As there is a strong push towards organic growth in the business, this project contributed heavily to that goal.
However, the effort needed to deliver was quite high and so took longer than anticipated due to the complexity of some elements.
For this reason, it would have been better to plan in this project earlier so that there was additional contingency time where needed.
Key skills used
User experience design, User research, Project management, Stakeholder management