Wych

As the UX Designer & Researcher, I focused on redesigning the onboarding experience to encourage user adoption while addressing trust and security concerns. The goal was to create a seamless and secure process that would motivate users to link their financial accounts and explore the app’s budgeting and savings features.

Key Achievements at Wych

Conducted Extensive User Research:

  • Interviewed 8 remote users to understand their financial management habits and concerns.

  • Identified key behaviors, including interest in budget tracking and security concerns around financial data sharing.

Designed and Tested Concepts:

  • Developed four divergent concepts focused on user goals, data security, and trust-building during onboarding.

  • Conducted 7 remote concept tests to gather feedback on the design directions.

Developed Key Personas and Problem Statements:

  • Created a primary user persona to represent busy working millennials who need a simple solution to manage finances and save money efficiently.

  • Defined the core problem as a need for streamlined financial management to reduce debt and improve savings.

Prototyping and Usability Testing:

  • Tested the prototypes with 14 users, identifying areas of confusion such as button placement and unclear interactions.

  • Iterated on the prototype based on feedback to improve usability and trust.

Market and Competitor Analysis:

  • Evaluated financial assistant apps, virtual banks, and behavior-change apps to uncover opportunities for Wych.

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Approach

Research & Discovery

  • Conducted user interviews to understand financial management behaviors, revealing that:

    • 87% of participants were interested in Wych’s features.

    • 50% of UK adults exhibited signs of financial vulnerability.

    • Most users were interested in budget tracking but had concerns about data security.

  • Completed competitor analysis focusing on financial apps and virtual banks to identify feature gaps and best practices.

  • Collaborated with stakeholders through workshops to align expectations and gather business insights.

Problem Statement

"Busy working millennials want a simple, efficient way to manage all their finances in one place to avoid debt, maximize savings, and gain a better financial overview."

Persona Development

Created the persona Alex, representing millennial users seeking effortless financial management but struggling to meet savings goals.

Design & Prototyping

Concept Exploration

Developed four divergent concepts focused on:

  1. Goal-Oriented Onboarding: Highlighted how the app helps users meet savings targets.

  2. Building Trust: Emphasized transparency in data usage.

  3. Security Features: Allowed users to choose security options like PIN and biometrics.

  4. Personalization: Provided previews of personalized budgeting features.

Prototyping & Testing

  • Built mid-fidelity wireframes using Adobe XD.

  • Conducted usability testing with 14 participants, which revealed:

    • Confusion around button placement and interaction cues.

    • Positive reception to goal-oriented onboarding.

    • Reassurance provided by visible security options, though placement needed adjustment.

Design Solutions

1. Onboarding Flow Redesign:

  • Streamlined the account setup process with clear goal-setting steps.

  • Included early previews of budgeting features to showcase app value.

2. Enhanced Trust & Security:

  • Added transparent messaging around data privacy.

  • Integrated optional security features like PIN codes and biometric login.

3. Improved Navigation & Visual Hierarchy:

  • Reorganised screens to reduce cognitive load.

  • Enhanced visual cues to guide users through onboarding seamlessly.

Results & Impact

Improved User Engagement:

  • Users expressed increased willingness to link accounts after onboarding improvements.

Enhanced Trust & Security Perception:

  • Transparent data usage explanations reassured users and reduced privacy concerns.

Streamlined Navigation:

  • Iterative design changes improved task completion rates and reduced onboarding drop-offs.

Positive Client Feedback:

  • The redesigned onboarding process received praise for aligning with user needs and business goals within the tight 4-week timeline.

Future Recommendations

  • Further refine customer-facing language to balance friendliness and professionalism.

  • Implement bottom navigation for improved usability.

  • Offer onboarding previews for users hesitant to share financial information immediately.

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