FINOTTA:
BUILDING ENGAGEMENT AND ESTABLISHING TRUST
CHALLENGE
Finotta is looking for a way to increase engagement and feelings of encouragement in the users of their mobile banking platform.
SOLUTION
I prototyped new feature designs that establish incentives and build trust with both Finotta’s new and current users.
TOOLS AND METHODS
Competitive Analysis
Journey Mapping
Feature Cards
Kano Analysis
Sketch
USERS
Users: Individuals who want a personalized digital banking experience and to better understand and achieve their financial goals.
MY ROLE
I performed a competitive audit and Kano analysis, created a current & future state journey map, and designed high-fidelity wireframes of new features that fit within the client’s budget.
Many individual easily become overwhelmed when trying to get their financial health in control. Finotta helps their customers learn that future planning can be simple, straightforward and engaging.
WHAT DRIVES FINOTTA
In the kick-off meeting with Finotta’s CTO, I learned the company’s founder’s family has a rich history of working hard to find and save money. He wants to now pay his experiences forward by equipping individuals with the information needed to take actionable steps toward improving their financial health.
“We’re trying to make it a more rewarding and fun experience for the user…we also don’t want them to be overwhelmed. The main goal, as soon as somebody comes on, is to give them instant value.”
Finotta understands that for many even just checking an account balance can cause high levels of stress. With their new mobile platform, they aim to take away those negative feelings, to provide guidance, and to be a trustworthy source for their users to overcome financial obstacles and reach their goals.
HOW TO EVOLVE
To better understand the landscape and which user needs Finotta fulfilled against their competitors, I performed a competitive audit of similar platforms. I then began to ideate concepts for new features that Finotta can leverage to increase positive feelings in their users. Increasing engagement during onboarding, gamification to incentivize behavior changes, and micro-interactions for encouragement and support accomplish Finotta’s goals.
DETERMINING BEST SOLUTIONS
I presented my ideas to Finotta’s CTO who explained the development processes and provided time estimates for each feature. Because my ideas fit within Finotta’s budget, I tested them for feedback via survey of other members of Finotta’s development team. I put the survey results into a Kano-model spreadsheet and quantitatively evaluated them.
“Anything that is easy to understand, gives specific info about the user’s financial status and how to improve is awesome. I think that gamifying the score does that.”
TRUST. ENGAGEMENT. ENCOURAGEMENT.
Using Sketch I moved my ideas into high-fidelity wireframes. Included are an onboarding introduction to Finotta’s services and the mobile app, a user-avatar with gamified growth levels that reflect the users own financial growth, celebratory notifications of achievements, and popup messages of encouragement. Each feature revolves around gaining the user’s feelings of trust, security, and engagement.
AN IMRPROVED JOURNEY
Throughout the duration of this project, I iterated on a customer journey map. This map helps demonstrate the impact my proposed features have on the user’s overall experience and details why there are differences for users before and after my added features.
View the map below or here for more detail.
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