WYCH is a voice-enabled, AI-powered personal financial assistant app that connects to a user’s bank account(s) and other financial service providers and aggregates the user’s financial information into one platform. It was scheduled to launch in Australia and New Zealand market late 2020. Wych has the site architecture and user flow built, but it wasn’t vetted from a user perspective.
The UX design team was tasked with redesigning the application’s onboarding process, aligning the application to the business goal (encouraging users to link their bank accounts), and improving the way users discover and learn about the application throughout the user journey.
Kicking things off with a solid strategy
At the core of every project lies a concrete strategy. An effective and pleasant user experience starts with a plan.
We worked closely with the WYCH leadership and marketing teams. Over two facilitated sessions, we identified & highlighted the challenges the organization faced. In response, they prioritized the needs and goals of the business and its users. This became the foundation for the designing plan for the onboarding process of WYCH.
Analysing the competitors
Early in the process, the team ran competitive audits on applications in the same vertical, as well as related markets. The insights gained from this influenced the structure and features of the application.
Understanding the users: “Goals” and “Privacy” are the key
WYCH is a personal financial assistant aimed at helping anyone with a regular income. To understand the needs of users with such a big age range, we created unique user profiles based on user research data to represent the range of potential users. This painted a clear picture of their demographics, psychographics, needs and wants. Millennials became the main user group because they were more flexible in adapting to new technology compared to Xennials and had more disposable income than Gen Z.
We understood that the users wanted something that they could trust and help them achieve personal financial “goals”. This was also the foundation of development of design principles and scenario maps. We then applied these to create a new navigation structure and user flow for the onboarding process.
The unique WYCH challenge: Building trust & Value demonstration
Every great digital product strikes a fine balance between business goals and user needs. The WYCH application was no different. While the overarching business goal was to encourage users to link their bank accounts during onboarding, there were several user goals that needed to be addressed and accomplished. We were able to strike a nice balance between driving conversion rate and helping users understand the value of the application.
By demonstrating the “goal-driven” approach and ensuring users the security and privacy emphasis within WYCH’s business model, we were able to improve their experience while using the application.
Great UX equals delight users
We achieved an 88% conversion rate during usability testing (17 participants). These metrics demonstrate that users are building trust with the business and finding it comfortable to provide personal financial data as a result.