How to UX if you can't talk to users?
About:
Benjamins Money designs software for young professionals to properly manage their finances, make smart money decisions, and work toward financial independence.
Challenge:
Redesign the onboarding experience to reduce task drop-off
Impact:
Employed secondary research methods to compensate for the lack of direct user research.
Client:
Benjamins Money, Virginia
My role:
User Research UI Redesign Usability Testing
Timeline:
Nov 2024 -Jan 2025
Reduced the average onboarding task completion time from 12 days to
5 days
Reduced the onboarding tasks drop off rates from 62% to
22%
Research Question:
How can the multi-step onboarding and profile completion experience be redesigned to minimise friction, and maximise completion rates?
Assessing the UX
User Analytics
16 participants
Challenge your screen addressed
App analytics
Task flow diagram
Drop off rate
62% users does not complete all the onboarding tasks
Task time
Average time from first login to full onboarding completion is 12 days
Process Challenge
Research participants for user testing are not accessible in the given deadline
Behavioural Analysis
COM B Model
COM B Analysis
COM-B model allows you to analyse behavioral friction points systematically
Competitor Analysis
5 improvements identified
1.
Parallel Completion of Tasks
2.
In-app bank account setup
3.
Motivate users to return to app
4.
Preview of task completion benefits
5.
Immediate feedbacks upon task completion
Ideation and Wireframes
Challenge 1
Design app flow to enable parallel task completion
wireframe 1
wireframe 2
wireframe 3
Logic:
Dashboard contains list of tasks users can choose to complete
Limitation:
Users have to look back at dashboard each time. Also might lead to cognitive overload.
Concept decision
The idea behind wireframe 2 was chosen. It has a good balance of progressive disclosure reducing cognitive overload but nudges to motivate users to continue tasks.
Challenge 2
Design the UI for in-app bank account request
Prototype
Logic:
The users fill the risk profile questionnaire and request for a Benjamins Money Financial account
Limitation:
The reduction of time required for manual and offline process is not a priority
Challenge 3
Design intervention to motivate users to complete tasks
Email reachout
Task benefits
Task feedback
Logic:
Users are reached out through emails to provide service support
Limitation:
White click rates and open rates can be tracked, deeper insights into user intents will be missing
Prototype
Simplified architecture for onboarding tasks
Sign up flow
Goal Setting
Benjamins Bank Account Setup
Connecting to Financial accounts
Profile Setup
Reflection
Lack of user research cannot be fixed by secondary research
This is a common issue observed in startups where they do not have resources to do user research. Although behavioural analysis and competitive analysis gives some way to move forward, its still limited perspective.
Need for persona development
This was developed as an early access app. It does not fully capture the needs of different persona's who might be using the app. It needs further research
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