How do you help a fintech attract financially illiterate Millenials without ostracizing their middle aged, male dominant customers?
A dashboard with all the relevant information that an investor would need.
Investment cards that are more intuitive
An Auto-Invest feature that’s geared towards beginners and experts alike.
By adding new, useful features.
And finally, by making the website more
informative and human.
The website is devoid of emotion. I don’t feel remotely attached to it.
-One of the interviewed Millenials
Interviews and exercises to better understand user needs.
We held a focus group with three non-investors that fit the “investment illiterate Millenial” criteria. I then interviewed a further 3 individually.
I also engaged with 2 current users of the platform.
Current investors love the platform so we had to be wary not to overhaul it completely.
Non-investors found the website difficult to relate to and difficult to navigate.
Most non-investors would prefer to Auto-Invest instead of select loans themselves.
Delving deeper into how future investors would like to engage with the platform.
We selected 4 non-investors to run tree tests and card sorting exercises to better understand how they viewed an investment platform working for them.
Participants were asked to create an “overview” section and the results were quite similar.
Wireframing and testing different alterations.
Based on all of the insights from the former research exercises, I designed wireframes based on several assumptions (a few highlighted below) and tested them with both current liwwa investors and non-investors alike to gauge how to best design for both.
Hand holding for beginners - opt out for experts.
Based on our research, we realised many beginners are very intimidated by investing. To reduce this fear, we had to hold their hand throughout but offer experts a way to avoid these options if they didn’t want to engage with them.