Interactive Investor
Mobile Acquisition Journey
Created a retail design for the UK flagship store to inspire and educate customers on environmental and sustainable practises.
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.
Timelines
3 months (including planning, scheduling, implementation and review).
Team role
Visual lead – responsible for the overall implementation of the layout and success via KPI metrics.
Understanding problem areas
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?
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.
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