Asset Management App Design
 

I was the main Product Designer on the team until sometime into the project when I brought in a Mentee to work alongside me. 

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Client

Asset Management firm

My Role 

Product Designer

Duration 

16 weeks 

What I did

  • Information Architecture
  • User persona
  • UI Design
  • User testing
  • Prototyping

Tools

  • Figma,
  • Whimsical,
  • Google meet

Project Brief

I was contacted to design a system that automates the asset management’s offerings and processes for an Investment Bank’s costumers. After using paper and pens for so long, they are looking to reduce cost by automating it and providing the services on the go, via mobile and web.

About the brand

The brand is an Asset Management bank based in Lagos, Nigeria, with branches all over the state.
The brand decided to design a mobile app that enables its customers to buy and sell investment products at their convenience without the need to speak with a relationship manager or send an instruction.

This app would enable new users to sign up to open an Asset Management account, old users to log in, allow customers to subscribe for any investment product, and also redeem their subscriptions.

Why this design was necessary

One of the most important pieces of feedback from the team is that their Users/Customers have been asking for a way to invest in the company's products, at their convenience, and on the go.  They know they need to give the Users what they have been clamoring for.

Business Goals

  • Less or very minimal support calls.
  • High user conversion.
  • Revenue gained from the conversions and sales of investment products.
  • Revenue is saved from employing less support staff and relationship managers.

Key Questions

  • What is the best touchpoint for Users to buy our Investment offerings/products, at their own convenience? Website? Web App? Mobile App? or all three?
  • How might we get these Investment offerings in the hands of our Users, on the go?
  • How might we automate the process such that they can buy assets, and liquidate assets on their own?
  • How might we design the process that it is intuitive and easy to use?
  • How might we save valuable time (of our Users) and make more money in the process?

Current Design Impacts of this design

  • Built a Component Library for the Design system, as there was none in the company before.

  • Improved the Design maturity of the company from no design (unrecognized) to user-centered design (Interested).

User personas

Our Customers are divided into two broad types -

  1. the Affluent customers and
  2. the High Network Individuals (HNI).

The Affluent customers consist of three personas - the upwardly mobile, the Socialite, and the Tech-xecutive.

The HNIs consist of three too - the Blue Bloods, the Technophile, and the Devouts.

Owing to this diversity in the persona of our Customers, we are introducing the tiering system.

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User persona

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Empathy map for both persona types

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Pain points

Pain points from the Customer include:

- Unstable economy and the Pandemic. This, we have little to no cover over. The brand can only advise (done through the app) on the best possible investment product to invest in to reduce the impacts of these factors on the customer's investments.

- Investment illiteracy.  Many of the users don't know the best investment that suits their needs. That's why we would offer personalized investment offerings for each customer. Also, the brand would advise on how to create, grow, preserve and transfer wealth. This is translated to the Investment Calculator.

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User flow

Component Library

It was decided that this mobile app should be cross-platform and available for both IOS and Android play stores. It was decided that the mobile app should have light and dark themes, such that, Users can customize their experience. First, I started off designing a Patterns Library.

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Visual Design

Having gone through the Requirement document shared with me, alongside the User flow, and wireframe, I proceeded to work on the Visual Design.
First, I spoke to the team further on Creative direction and Stakeholders' stance. We went over some applications to be sure both parties understand what was wanted.

Overall, the general look and feel were aligned towards contemporary because the Bank wanted to stand out from peers and what their competitors were doing.
Once my UI Designs were ready, I presented them to the Board of Directors of the Bank and got feedback. Overall, they liked it and had minimum edits in mind.
This stage ended once there was a prototype that is usable for the next stage of Usability testing.

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Working with Engineering team

I am involved with the implementation of the Application by the Engineers. The Engineers were on board from the start of the project. I played a more supervisory role with the Engineers. We continued communicating and I always test what they are doing (some form of QA), this is before the QA Personnel steps in.
The Application is almost ready, as it is in the final stages of engineering.

Usability testing & Iterations

The next step was the testing stage to see the chance for improvements, as regards the usability of the app. It was a virtual one over Google meets. Users were recruited from Asset management older customers.

For the Usability test, I worked alongside the Product Manager. We tested 10 participants virtually. The participants were tested with 14 different Test tasks within the product.

The success rate was 78.5% while the error rate was 23%.

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Some results from the testing sessions.

Impacts

Coming soon! 

Conclusion

My key takeaways are:

  1. Listening to the Customers, as well as the Users is very important, especially in this scenario where both parties are different.
  2. The product development life cycle is almost always ongoing and never-ending.
  3. Include more diversity & inclusion in the participants for each research method I undertook for this product. 

Other Projects

Want to work together?

Get in touch!

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Designed by Debbie B.

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