EJ Finance App - That UX Designer

one of a kind technology

Redefining Finance Management for a New Generation

Background

When conducting user research, we discovered that EJ is perceived to be in the traditional sector of banking and that they have established trust with their customer base. The app needed to cater to the long serving user base while attracting new customers and attracting them to automated investing, goal setting and other new services. We conducted a total of 11 interviews with existing customers to create personas, gather requirements and confirm findings.

Challenges

Onboarding was not very clear.
High value accounts which were stagnant.
Younger audience who wants more dynamism and control.
I created a new approach to the traditional financial app. By creating a goal oriented approach that enabled the user to have more control over their finances, the app would be immediately more accessible and compelling. This, coupled with advice from EJ's experts meant that the user has the safety of making well informed choices.

I then conducted a thorough analysis, design thinking sessions and user acceptance testing (UAT) to fully develop and refine the approach.

Creative Blueprint

Moodboards and Vision Boards

Ideation Sessions

Competitive Analysis

Wireframing

Executive Presentation

Competitive Analysis

EJ Cafe

Where coffee meets creative

User testing often becomes very sterile and results are not very useful due to the loss of context, as well as taking users out of natural settings. So I started a series of semi-structured and moderated sessions called EJ cafe.

Existing users, as well as testers are invited to spend an hour with the creative team, test out prototypes, and engage in creative discussion.

The prototypes themselves are high fidelity, with A/B and multivariate tests built in, and analytics recorded to go with audio and video.

Advantages

Eliminate biases early

Richer insights, deeper connections

Form early adopters and organic promoters

Repeat testers give a new dimension by having a consistent track record, unveiling long term trends

Easy wins with executive team

Breakthroughs and New Features

Human Support

All out automation confuses and complicates.
A human touch simplifies.
Account managers and 24/7 chat was enabled to generate and continue loyalty

Predictive Trends

Real time analysis and simplified outlook for the predicted outcome of account values.

Notifications and useful suggestions, as well as personalized recommendations from managers.

Multiple Accounts in One Place

Manage multiple funds for different purposes
Different risk profiles without hassles.
Higher synergy between brick and mortar and mobile app

EJ Finance App Today

Increased average app rating by 1/2 star.

500k new customers in the first month who started using goal tracking and investing programs on their own.

Simplified onboarding

Created access to live chat.