← Back to home
Due to confidentiality and the NDA, the client's name cannot be disclosed.

Designed Individual Saving Account Investment IOS Mobile Experience

ISA is a type of tax-free savings investment in the UK

I led a design engagement to create a IOS mobile experience for a UK-based ISA investment platform with an £6 billion annual revenue projection.

  • Role Lead Product Designer
  • Project Duration 9 Months
  • Tools Figma, Miro, Adobe Creative Suite
  • Methods Double diamond design process, User research, Competitor Analysis, Persona, Experience Mapping, Task Flows, IA, Sketches, Wireframes, Hi-fi prototypes, A/B testing, Accessibility Testing, Interaction design, MVP

Challenges & Problem Space

  • New Program Adoption: Encouraging existing customers to adopt the new ISA program with its accompanying mobile app.
  • Competitive Landscape: Standing out amongst established players in the UK's crowded ISA investment market.

Approach

Discovery:

Collaboration

Extensive collaboration with Marketing & Sales, Customer Care, and stakeholders to grasp the business value proposition, target demographics, overall strategy, and ecosystem processes.

Blue Ocean Workshop: Conducted a Blue Ocean Workshop to identify potential white space opportunities and differentiate the app from existing competitors.

Competitive Analysis

A deep dive into the existing ISA investment landscape, analyzing competitors' products, digital offerings, and target markets.

Competitive Analysis Insights:

  • Understanding Target Markets: Identified the demographics and needs of potential customers.
  • Competitor Products: Analyzed offerings from major players in the UK market.
  • Digital Support: Assessed competitor apps and online resources.
User Interviews
  • Limited Interviews: Due to confidentiality constraints, user interviews were limited to 6 participants.
  • Contextual Inquiry: Conducted contextual inquiries to understand user needs, goals, and motivations related to ISA investments and their preferred digital experience.

Key Findings

  • Users prioritized tax savings and interest rates when choosing an ISA platform.
  • Many users lacked in-depth knowledge of ISA products and investment strategies.
  • Users desired clear communication about fees, performance, and investment options.

Define

We have carefully synthesize the key research findings and defines persona's, Experience Mapping, Taks Flow and IA.

Experience Mapping Exercise: We mapped the user experience of the users based on the interviews into AEIOU Framework: (activities, environment, interactions, objects, user)

Ideation and Solutions

Considered the agile process we clearly defined the priotised themes to targeted epics stories along with roadmaps, drive our design decisions followed by defined goals towards KPI's and ROI's and closely worked with engineering Team.

  • Rapid MVP Creation: Developed a minimal viable product with core functionalities.
  • Multiple Design Variants: Explored various design iterations based on research insights.

A/B Testing and Iteration

We validated design decisions through A/B testing with focus groups:

  • Users interacted with different app versions to gather feedback.
  • This feedback informed further design iterations, leading to a more refined user experience.

Prototypes and Design System

High-fidelity prototypes were created to showcase the app's functionality and user flow.

CHOOSE INVESTMENT

  • Intelligent Investment Selection

    Informed decisions, aligned with goals. Advanced algorithms, personalized recommendations enhance outcomes, promote growth, and increase satisfaction.

  • Seamless Investment Process

    Effortless setup, tracking, and monitoring. Real-time updates, integrated tools enhance engagement, satisfaction, and long-term investment success.

  • Expert Guidance and Support

    Expert guidance, responsive assistance. Educational resources, reliable customer support enhance outcomes, build trust in the platform.
DASHBOARD

  • Real-time Financial Insights

    Provide real-time insights, informed decisions. Monitor investments, track progress towards goals, empowering users.

  • Personalized Support and Guidance

    Our ISA mobile platform offers personalized support and guidance, including educational resources and live chat assistance, fostering trust and confidence in users' investment journey.

  • Enhanced User Experience

    Integrated dashboard, personalized help. Valuable insights, intuitive interface drive satisfaction, long-term financial growth.
INVESTMENT PROJECTIONS

  • Informed Decision

    empowering users with confidence in their financial decisions. With advanced algorithms and data analysis, users can plan for the future and achieve long-term investment success.

  • Empowering Users with Financial Insights

    projection and help feature offer users powerful financial insights. Projection visualizes future wealth, while help provides resources and support. Empowering users to achieve goals, make informed decisions, and achieve investment success.
ARTICLES

  • Knowledge and Assistance

    Experience combines curated articles and personalized assistance, empowering users with knowledge and support for their investment journey. This comprehensive feature enhances investment outcomes, builds confidence, and fosters user empowerment.

  • Empowering Users with Investment Education

    Provides a rich repository of investment education through curated articles. Covering diverse topics such as investment strategies and financial planning, these resources empower users to make informed decisions, enhance financial literacy, and take control of their investment portfolios.

  • Personalized Support

    Personalized support throughout the investment journey. Users receive tailored assistance through FAQs, live chat, and dedicated customer support, fostering trust, enhancing satisfaction, and boosting investment success.

To ensure consistency across platforms and future iterations, we developed a robust design system:

  • 100+ Token Variables: Standardized values for colors, typography, spacing, etc.
  • 10 Documented Topics: Clear guidelines for UI development and future updates.
  • Iterative Collaboration: Continuous communication between design and development teams.
  • UI Component Tree: Hierarchical organization of all UI components.

Glimpse of features which we delivered

Afterthoughts and Further Steps

The final ISA mobile app design closely aligned with customer needs and the business value proposition. Here are some additional recommendations for post-launch evaluation:

  • NPS (Net Promoter Score): Measure customer loyalty and enthusiasm.
  • CSAT (Customer Satisfaction Score): Gauge overall customer satisfaction with the app.

Special Thanks

I would like to express my gratitude to the individuals who have been my partners and supporters throughout the Journey of ISA engagements. This has been a unique and memorable experience, and I couldn't have done it without their help.

Here are just a few of the many people I would like to thank.

Paul Niblock, Margaret Mariarty, Charlie McGonagle, Jean Robertson, Alan Kilmack, Jessie Reid, Susan Ward

Build Experience for Retail Mobile Banking Platform

  • £6M+ Revenue Generation Expectation App
Read Case Study

PleaseGet in Touch

  • I independently developed this portfolio website from scratch to showcase my skills and experience. Your feedback is appreciated.
  • To facilitate in-depth discussions on strategy, leadership, communication, and execution, in-person meetings are preferred.
  • I'm open to engage in public speaking, volunteer activities, mentoring, training and offer advice on user experience and product strategy.
  • I sincerely appreciate you taking the time to review my work. Please feel free to reach out and share your thoughts. Cheers
Contact me here