Help Lydia users make their first investments2022

How can Lydia 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.

With my two teammates our goal was to increase the number of users investing to improve the amount of money invested.

People feel overwhelmed and need to be guided

Thanks to several semi-guided interviews and a proto user journey map, we identified to main issues with financial investments when we are novice:

• 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 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 help users make their first investment related to their hobbies and values?

Regarding the insights we got from the interviews, we had two possibles 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: gathering users values and interests and the investments.

Create an affinity score between users preferences and possible investments

After a few ideation techniques (mind map, benchmarking, crazy 8, storyboard) to find solutions), we found several concepts.

Regarding our “How Might We”, we decided to go with this one: match users and possible investments by affinity according to different criteria: themes and hobbies, risk level and acceptance, history of past investments, etc.

User tests allowed us to quickly adjust our concept and prototype

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
• learned that some content had not been read (too much text, or not visible enough)
• saw that the affinity percentage between users and investments generated questions about how it is calculated, what does it mean, etc.

A customized list of investments, only for you

A great training program to validate my Product Design skills and learn the best practices in the industry

Since it’s a training project we cannot measure the success of our solution but I can summarize how the training helped me:

• I perfected my skills in user research with very clear methods and tips to drive interviews and tests with the less possible bias
• I improved my mobile design skills by using parts of Lydia’s design system
• I found inspiring methods from the training mentors and other students companies