Redesign of mobile application
Role: Product Design Director
Responsibilities:
Drove design strategy
Managed a lead designer
Collaborate with cross functional leaders (Product, Engineering and Project Managers) on design direction
Executive communication regarding product design
Goals:
Achieve feature parity with iOS / Web investor signed in experience
Provide clarity to the sell process
Deliver on the investor promise of easy access to their funds
Less friction to sell task
Reduce information overload
Improve communication of progress of selling
Improve discovery of helpful content
Apply new branding
Improve overall UX experience
Key success metrics:
Number of investors listing loans for sale
Number of investors who completed the sale
Number of investors who cancelled the sale
Number of complaints from investors regrading selling queue
Reduce friction selling loan parts - measured by lowered ratio of user cancelling loans to sell. Currently 30%
Increase of investor depositing funds
Monitor feedback on Trustpilot and customer support
First steps of redesign, look at the data.
Entry point to sell
21% of investors who sold, went to the Transfers tab first before proceeding to the Sell tab. Our investors perceived withdraw call to action was the entry to collecting their money but not realizing that they needed to sell in order to withdraw more.
Sell in progress
Currently - around 20% of the complaints received by investor support are from investors who are unhappy with the time it takes to sell and confusion to accessing their money.
Design Strategy
The data highlighted the areas where users were having the most friction but I also wanted to focus on how design could make the most impact to the user and the business. The sweet spot was solving “Access my funds”.
Why?
If there is less friction withdrawing their funds, user will trust the process and deposits will increase into our marketplace therefore we could lend more to small businesses. Most importantly, it will reduce the negative feedback in our customer feedback forums and customer support can solve other issues. A win win situation.
What does the logic look like?
Understanding the technical restraints and user flows will allow us to deliver the most viable delivery within the time frame allotted for the project. Like looking under the hood of a car to see how much power the engine has.
