user research
ux & ui design
training project
ℹ️
This project was made during my advanced Product Design training at The Design Crew with 2 teammates.
How Lydia can make their users feel confident when making their first investment?
Lydia has launched a feature allowing their users to invest their money in cryptocurrencies, stock options and more.
Only 50% of this feature new users make their first investment during the first week. This KPI doesn’t match with Lydia’s goal for this part of their product.
Our goal was then to increase the number of users investing (product outcome) to improve the amount of money invested (business outcome).
50%
of the new users invest during their first week
Methods
Proto User Journey Map
Four semi-guided interviews with people interested in investing their money
Proto user journey we defined at the beginning of the project
Organized insights we gathered after our interviews
Key learnings
People feel overwhelmed
People tend to get lost with the domain complexity and the amount of information. It feeds the fear to invest with the fear of losing money
People need to be guided
People seek guidance with tangible and concrete things beyond the financial part of investment: they also need either a social, playful or ethical side to their investments
How might we?
Regarding the interviews and the key learnings we extracted, we had two possible paths:
👥️
Social
It’s reassuring and it can trigger an investment to see friends invest before us
🏀
Interests
Like crowdfunding, people aspire to invest in something they care about
Since the social part is already existing in some way in Lydia, we decided to go with the second path and ended up with this How Might We:
⭐️
How might we help users make their first investment related to their hobbies and values?
Success metric
The main metric we want to improve is the percentage of new users investing during the first week (currently 50%).
Exploring solutions
A overview of one of our storyboard
We found several concepts and regarding our How Might We and our user interviews, we decided to go with this one:
We want to create matching by affinity between users and possible investments according to different criteria: themes and hobbies, risk level and acceptance, history of past investments, etc.
We built a first prototype with Figma and we tested it with four users. Thanks to our tests, we:
validated our concept
improved our interfaces and wordings
some content had not been read
the affinity percentage between users and investments generated questions
A straight to the point user flow...
User flow for our prototype
Overview of some screens of the new user flow we created
