My Role: Sr. UX Designer
Current State: Delivred
Spring 2015-Spring 2016
User Experience Design, Software Design
ReadyForZero (RFZ) provides online, personal financial management tools and software for paying off debt. I joined ReadyForZero team in June 2015 and served as the UX designer and worked on its personal finance product ecosystem for almost 7 months. Over that period, by working and collaborating closely with product team (developers and product managers), I learned about financial products, and more importantly, I was able to pursue my passion for data driven design and utilized my user experience design skills.
Credit Score Tracking
Credit score tracking is one of the features that ReadyForZero added to the product, and our team released it on October 2015. The goal of the feature is to educate users about their financial profile and improve their experience with RFZ product. As the user experience designer of the team, I led the entire design process of this feature which ultimately was designed and developed by our product team (designers, developers and product manager) and launched with minimum bugs or issues.
My goal as a user experience designer was to design a seamless and compelling product so that our users could receive the information and education they need frequently as well as to improve their financial literacy. Adding this feature had some implications for the existing product, and part of my job was to make sure that this feature is integrated to the product ecosystem.
Credit Score Tracking, Annotated Wireframes
Credit score tracking is designed for both web application and mobile app. To accomplish this matter, the information architecture and the interaction for both platforms were updated to accommodate this feature. In addition, to create the application flow, result page, and emails (triggered and marketing emails), our design team collaborated with software developers, other designers, and product managers. After launching the product, I optimized the funnel based on the A/B test and usability test results. Apart from above project, redesigning the entire RFZ’s triggered and marketing emails including emails related to credit score tracking was another task that I successfully accomplished.
Credit Score Tracking, Triggered and Marketing Emails Spreadsheet
Through data tracking and usability tests we identified some pain points in our signup flow. Therefore we brainstormed several solutions and designed another alternative based on which we consolidated the signup flow with credit score application. We also decided to A/B test these two scenarios and find out which one performs better. Therefore, our team designed a new flow and listed all of the use cases and drop off cases. In addition, I designed new emails for the new signup flow and ensured there would be no conflict with the original flow. Since the whole product was designed based on the original flow, an important part of our task was considering the implications of new changes on our users’ experience while signed up and using the dashboard . Fortunately, we were able to foresee all of use cases and scenarios and run a successful test. After running the A/B test for two months and analyzing our data we noticed that the new signup flow performs better and our conversion rate has been improved 16%.
Signup Flow Diagram, A/B testing two different flows
User Experience Research
RFZ has a user centered approach in design and development of financial products. The design team in particular was formed based on human-centered approach and agile philosophy; therefore we tried to design our products based on compelling evidences that we gathered through qualitative and quantitative research. As a result, part of my job at RFZ was to conduct or participate in user experience research and understand the real needs of our users.
Competitive Analysis Spreadsheet
For this purpose, I worked closely with our user experience researcher and two other designers to conduct UX research and gathered user data in order to identify pain points/problems, understand users’ behaviors, and collect reliable evidences for our design decisions. For this purpose we used the following qualitative and quantitative methods:
- Competitive analysis
- UX audit and reviewing the status quo
- Analysing user behavior data (we used tracking tools such as Google Analytics, Looker and Hotjar)
- Reviewing user inquiries or feedbacks on Help Scout
- Usability tests
- User Interviews
- Brainstorms sessions
- A/B testing
- Mental Model diagram
- Flow diagrams
In addition to the above mentioned projects, I worked on the following tasks, features,or projects at RFZ based on our qualitative and quantitative researches.
- Redesigned the information architecture for both web application and mobile app.
- Redesigned all triggered and marketing emails.
- Improved social media integration for RFZ blog.
- Redesigned and optimized debt consolidation landing pages and application funnel.
- Redesigned and optimized debt consolidation loan offer result page.
- Designed pre-qualified loan offer application and ran A/B test for two different design.
- Designed tailored financial products on dashboard based on users’ financial profile.
- Designed the user experience and interaction for product reviews.