About the
project
ABOUT THE PROJECT
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.
Pain points and challenges
- Onboarding was not very clear.
- High value accounts which were stagnant.
- Younger audience who wants more dynamism and control.
Infinate 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.
Infinate then conducted a thorough analysis, design thinking sessions and user acceptance testing (UAT) to fully develop and refine the approach.
Findings
While apps like Mint, YNAB all have excellent onboarding and goal tracking, Edward Jones still has the advantage of having a customer base with accounts and money already committed. Building onboarding and goal tracking experiences can lead to better conversions and new customers in an easier way.
Key Outcomes
- Simplified onboarding process.
- Confirmed a more intuitive user flow.
- Created access to live chat.
- Increased average app rating by 1/2 star.
- 500 new customers in the first month who started using goal tracking and investing programs on their own.