Helping People Save Money

Choices app

2021

Product design

Yellow Flower
Yellow Flower
Yellow Flower

The challenge

Too many people in the UK have money sitting in the wrong place. They could be saving more and making their money work harder for them.

Through open banking, this savings mobile app connects to your bank account and does the hard work for you, in line with your priorities. It’ll spot when things have changed a little and adapt your savings plan around that, ensuring a stronger financial future.

My role

In 2021, I was part of the Global UX team in Standard Life and was aligned for 6 months on this project. Initially, the product team worked with an external agency to research and design the core proposition. Then they handed over any existing research and strategy to me and my role was to own it and evolve it.

I conducted UX research in the first few months to evaluate the developed beta version. I tracked customer surveys, and analytics, and reviewed usability-related bugs. Once the app was released in the app store I designed and evaluated new features based on the product roadmap.

Moreover, I improved the ways of working in the product team and introduced UX methods to test & validate design ideas.

Evaluating the onboarding journey

The product team set up a user panel and launched the MVP version of the app to 100 people. I evaluated the onboarding journey of the app by reviewing an end-of-journey survey.

Main user pain points discovered:

  • Users were confused when pushed out of the app to sign up on a third-party website.

  • There was a clear desire from users for multiple account functionality

  • Users were querying income and expenses insight accuracy.

I mapped the onboarding journey to map the above problems at each stage of the journey. Using the user journey mapping method it was easier to get an overview and also share the details with stakeholders.

Creating design hypotheses

  1. If people would be able to connect multiple bank accounts they would know exactly how much money they have available to invest every month.

  2. If people would be able to categorise their uncategorised transactions they would get a more accurate view of income and expenses. Therefore they would understand how they manage their money every month.