Mutual Funds App

UX research and design

This project was centered around enhancing the user experience of a leading mutual fund app. My role was to critically analyze the existing app and propose design solutions to improve its usability, engagement, and overall user satisfaction.

Challenges

Complexity of Navigation: The existing app had a fragmented structure with redundant navigation paths, making it difficult for users to access key features.

Exhaustive User Forms: Users were required to fill out extensive forms and provide sensitive personal information, such as PAN numbers and bank details, at the start of their interaction with the app.

Limited User Engagement: The app lacked engaging elements that would encourage frequent use and user retention.

Research and Analysis

1. User Experience Audit:

Current State Assessment: I conducted a thorough analysis of the existing app, focusing on its usability, structure, and overall user experience.

User Feedback: Collected feedback from current users to identify pain points and understand their interactions with the app.

2. Key Findings:

Lack of Cohesive Structure: The app's design did not provide a clear and logical flow, making it difficult for users to navigate and complete tasks.

Redundant Navigation: The navigation paths were not intuitive, causing users to struggle with discovering features and accessing frequently used functions.

Exhaustive and Fragmented Processes: The app's processes, especially those involving forms, were overly complicated, leading to user frustration and drop-offs.

Design Solutions

1. Simplifying User Interaction:

Streamlined Navigation: Redesigned the app’s navigation to be more intuitive, with logical grouping of tasks and quick access to frequently performed actions.

Minimized Steps: Reduced the number of steps required to complete tasks, especially for simple operations, to enhance user efficiency.

2. Redefining the Structure:

Cohesive Design: Created a more cohesive structure that allowed users to follow the flow of information seamlessly, enhancing their overall experience.

Logical Task Grouping: Grouped related tasks logically, enabling users to complete their actions with minimal effort.

3. Enhancing User Engagement:

Gamification Strategy: Introduced gamification elements to make the app more engaging and encourage frequent use, ultimately increasing user retention.

User-Centric Visual Language: Developed a consistent visual language that resonated with users and made the app more visually appealing.

4. Addressing Sensitive Information:

Revised Form Structure: Moved the collection of sensitive information, such as PAN numbers and bank details, to later stages in the user journey, ensuring users were more invested in the process before providing such details.

Outcome and Impact

The redesign of the mutual funds app resulted in a more user-friendly experience with improved navigation, simplified processes, and increased user engagement. The introduction of gamification elements significantly boosted user retention, making the app more “sticky” and encouraging frequent interactions. The streamlined structure and logical task grouping allowed users to complete their actions efficiently, leading to higher satisfaction rates. While specific metrics cannot be disclosed due to NDA agreements, the positive feedback from users and the increased usage of the app post-launch are testaments to the success of this redesign.

Key Takeaways

This project emphasized the importance of user-centric design and the need to balance simplicity with functionality. The successful implementation of a cohesive structure and engaging elements demonstrated the value of thorough research and user feedback in driving design decisions.