Visual Design
Project Goals
Create a product that helps BECU members set aside money in envelopes, save for goals all in one account. (Jami put in Marketing Content here)
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Contextual interviews
Value: Surfaced member conversion needs and investing behaviors
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From here, I could decide what features were must-haves, and began to sketch out how these features could work around these recommendations. My objective was to create an experience that was simple but also followed existing conventions. During my sketching sessions, I was sure to call out user needs on these particular screens and created designs to meet those needs.
BECU Envelopes Beta design included features that were surfaced in our studies and included History, Automatic Allocations,
INSIGHTS &
FEATURES
From the following research I surfaced these barriers to GWP adoption.
Key insight No. 1
Basic financial literacy comes before investing, but members take steps out of order.
Proposed solution
Added in an 'investing basics' section near top of product page funnel.
Key insight No. 2
Members are unfamiliar with investment terms and concepts.
Proposed solution
Use laymen's terms and tool tips where possible to explain unfamiliar terms.
Key insight No. 3
Members need prompting to start investing.
Resulting feature
Ensure 'Invest Now' CTA is prominent on page.
Key insight No. 4
Members need to know how GWP works before willing to start the investment process.
Resulting feature
Product page offered a step by step guide to how the process works.
Key insight No. 5
Members want transparent information about fees.
Resulting feature
Fees are displayed prominently under the investment.
Key insight No. 6
Current GWP functionality does not support self service.
Resulting feature
Offer prominent help section where members can call for human assistance.
USABILITY TESTING: 2 Rounds
Value: Revealed usability errors in landing page flow
UI DESIGN
Using insights from research, I was able to craft a product page that met all the user needs surfaced from research data.
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RESULT
GWP is now available to BECU Members and has proven to help them improve their financial health by lowering apprehensions and improving confidence when it comes to investing. Sign-ups into GWP have met projections for 500 enrollments per quarter per year.
