Exploring UX Refinement Through A Case Study
- Peter Johnson
- Dec 17, 2023
- 4 min read
I conducted a thorough examination of a design problem at 'Stable Money', a fintech organization. I closely examined the product, identified potential development areas, and provided answers within a limited timeframe.
The aim of this case study is to illustrate my thought and design approach, plus how to devise solutions with restricted time and resources.
Time frame of three days
This timeline is three days long.
At ‘Stable Money,’ an Indian fintech company with over 300k downloads that is quickly gaining popularity, users can rely on reliable returns by investing in fixed deposits and similar products.
As part of the application process I was given a design challenge: enhancing the Stable Money application.
Given the lack of knowledge of the company's objectives and a very limited timeframe, I elected to focus solely on pre-existing features. My aim was to identify areas for enhancement within the prevailing user experience, instead of implementing something totally new.
Users desire to comprehend and discover the functions of an app before they are willing to share important info such as their phone numbers. Establishing trust is imperative to them, and requesting data right away does not meet their criteria.
Many people adopt mononyms, but when signing up or creating accounts, they are often required to enter in both a given name and surname. This creates a problem concerning accessibility, thus leaving those who use mononyms feeling excluded.
Due to privacy and security considerations, many individuals possess separate phone numbers for Aadhaar (ID) particulars and for using apps. They are willing to share their Aadhaar number and its complementary OTP (One-time Password) but they prefer not to use the same number to register for apps. Currently, Stable Money only allows the use of an Aadhaar-based number.
This limitation could be overcome by either eliminating it entirely or offering more explicit instructions to users on why switch-off of the developer mode is required.
In the journey from initial onboarding to the final investing stage, I encountered several verification and profile setup steps that often lead to users bouncing back due to the amount of information needed. While some of these steps are necessary, we can create a smoother experience by using intelligent strategies to make this process more efficient and guide users through it only once.
Examining the User flow of the app reveals multiple stages of verification and profile configuration.
No urgent appeal was made to put money into the FD.
Users must first compute returns before locating the “Book Now” button, generating a large impediment in the user experience. This is a major issue. We were essentially making it complex for the user to reserve an FD.
The 'Book now' call-to-action is too diminutive and hard to discover.
It took me three tries to determine where I should put my money. I was anticipating a prominent CTA that would direct me to the 'invest now' page.
It is unlikely that users will continue for an extended duration, leading to possible abandonment.
What is the significance of this?
By not requiring users to sign-up/login straight away, it gives them the opportunity to learn about the app's features before having to provide any personal details.
It has become clear, from Insight 1, that many users have reservations about revealing their personal data straight away with the app and feel uneasy about it over trust and privacy considerations. Making sign-up/login compulsory is causing hindrance and resulting in people abandoning the app and becoming irritated.
What are the implications of this?
Once the mobile no. has been confirmed at the outset, there's no necessity for SMS verification when computing Returns. However, if verification is indispensable because of technical restrictions, it can be done when the user employs the 'Invest Now' flow for sending money and investing in a Fixed Deposit.
It has been noted that plenty of people have only one name, which makes it difficult for them to set up an account with Stable Money using just that one name.
We ask users to enter their name as it appears on their IDs. If the ID contains only a first name, only the first name should be inputted in the Stable Money app. If the IDs use something as a last name, then both the first and last names should be included.
This prevents user confusion, and Stable Money will be acceptable with just first names being used as their registered name if that is all contained in the IDs.
Many users don't want to use their Aadhaar registered mobile number when signing up for an app, instead opting to have different numbers for different purposes. As a result, we don't require them to only provide their Aadhaar registered number.
A distinct telephone number, not related to Aadhaar, will likewise be functional for making a Stable Money account.
It should be made clear to the user that switching off Developer mode is mandatory, and the reasons behind this should be explained as well as how the user will benefit from doing so.
What is the importance of this?
Giving users a direct invitation to invest their funds and start an FD should be a priority, as this is the primary purpose of the app. Reducing the amount of steps to achieve this goal reduces potential obstacles, improving the user experience and bringing advantages to both the user and the business.
The initial profile setup has been combined into one place, streamlining the process so that users won't have to go through the same steps every time. This new approach will make the user experience more streamlined and convenient.
Here is a segment of the presentation I constructed which will guide you through the prototype of the recently developed user flow.
The initial version of the app did not include onboarding screens.
Given the technical constraints and divergent company priorities, the most suitable solution may depend on 'Stable Money's vision. This exercise, although limited in time and resources, provided an excellent chance to practice and investigate enhancements, while at the same time embracing uncertainty.
Appreciate you taking the time to read this!
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