case study overview
For this UX case study, I aimed to enhance an existing fintech platform by adding a feature that would benefit users in a meaningful way. The project began with secondary research, revealing that the rising cost of living in the UK was putting significant pressure on Nationwide members. This insight presented an opportunity to create a financial tool that could help users better understand and manage their spending habits. My research involved analyzing various budgeting tools, identifying key pain points, and exploring user motivations to ensure a truly user-centered approach. I conducted competitor analysis, user interviews, and affinity mapping to uncover actionable insights. From there, I created storyboards and user flows to map out the user journey, followed by the development of low-fidelity wireframes for initial testing. After refining the concept through user feedback and iterations, I delivered high-fidelity screens that addressed user needs and offered a seamless experience, ultimately delivering a feature that empowers users to make informed financial decisions.
For this UX case study, I aimed to enhance an existing fintech platform by adding a feature that would benefit users in a meaningful way. The project began with secondary research, revealing that the rising cost of living in the UK was putting significant pressure on Nationwide members. This insight presented an opportunity to create a financial tool that could help users better understand and manage their spending habits. My research involved analyzing various budgeting tools, identifying key pain points, and exploring user motivations to ensure a truly user-centered approach. I conducted competitor analysis, user interviews, and affinity mapping to uncover actionable insights. From there, I created storyboards and user flows to map out the user journey, followed by the development of low-fidelity wireframes for initial testing. After refining the concept through user feedback and iterations, I delivered high-fidelity screens that addressed user needs and offered a seamless experience, ultimately delivering a feature that empowers users to make informed financial decisions.
title
Identified an unmet user need and strategically integrated a new feature into an existing application.
Identified an unmet user need and strategically integrated a new feature into an existing application.
roles
Lead Designer | Lead Researcher
Lead Designer | Lead Researcher
CLient
Nationwide
Nationwide
restrictions
Timeline
Timeline
tools
Figma
Figma
timeLine
72 Hrs
72 Hrs
BACKGROUND
The cost of living in the UK has surged due to uncontrollable external factors, leading to financial strain for residents. Studies reveal that 1 in 10 people struggle with bill payments, highlighting the urgency for effective financial management.
The cost of living in the UK has surged due to uncontrollable external factors, leading to financial strain for residents. Studies reveal that 1 in 10 people struggle with bill payments, highlighting the urgency for effective financial management.
OPPORTUNITY
Rising expenses in rent, mortgages, and general living necessities have created a unique opportunity for Nationwide to implement a new tool on their app to support and aid their users in this crisis.
Rising expenses in rent, mortgages, and general living necessities have created a unique opportunity for Nationwide to implement a new tool on their app to support and aid their users in this crisis.
THE PROBLEM
1: Users are struggling to budget their money, resulting in budgeting blocks (such as overspending). This impacts the user’s motivations and goals.
2: Users are struggling to understand the benefits of budgeting and the different methods that can improve their financial situation.
1: Users are struggling to budget their money, resulting in budgeting blocks (such as overspending). This impacts the user’s motivations and goals.
2: Users are struggling to understand the benefits of budgeting and the different methods that can improve their financial situation.
research indings & affinity mapping
research indings & affinity mapping
To empathize with users' pain points in budgeting, I conducted interviews aligned with my research goals, allowing me to analyze raw data and affinity map similar findings. Additionally, I performed a competitor analysis to identify key features needed for an effective budgeting tool.
To empathize with users' pain points in budgeting, I conducted interviews aligned with my research goals, allowing me to analyze raw data and affinity map similar findings. Additionally, I performed a competitor analysis to identify key features needed for an effective budgeting tool.
Research Questions
Research Questions
1. How do you typically spend your monthly budget?
2. What are your key motivations when budgeting?
3. Do you use budgeting tools?/ What budgeting tools do you use?
4. What are the blocks when budgeting?
1. How do you typically spend your monthly budget?
2. What are your key motivations when budgeting?
3. Do you use budgeting tools?/ What budgeting tools do you use?
4. What are the blocks when budgeting?
Research Questions
1. How do you typically spend your monthly budget?
2. What are your key motivations when budgeting?
3. Do you use budgeting tools?/ What budgeting tools do you use?
4. What are the blocks when budgeting?
Research Goals
Research Goals
Spending Habits
Spending Habits
Understand how users allocate their income. Method: Conduct user surveys and analyze spending patterns to gain insights into where income is allocated.
Understand how users allocate their income. Method: Conduct user surveys and analyze spending patterns to gain insights into where income is allocated.
Budgeting Strategies
Budgeting Strategies
Explore various budgeting strategies and assess their effectiveness. Method: Research existing budgeting tools, conduct user interviews to understand preferred strategies, and analyze user feedback on their effectiveness.
Explore various budgeting strategies and assess their effectiveness. Method: Research existing budgeting tools, conduct user interviews to understand preferred strategies, and analyze user feedback on their effectiveness.
User Motivations
User Motivations
Empathize with users by identifying motivations and pain points. Method: Conduct user interviews and surveys to uncover the emotional aspects of financial management, determining what motivates and challenges users in their budgeting journey.
Empathize with users by identifying motivations and pain points. Method: Conduct user interviews and surveys to uncover the emotional aspects of financial management, determining what motivates and challenges users in their budgeting journey.
Creating a Solution
Creating a Solution
Develop and implement a solution within the app based on identified insights. Method: Utilize the gathered information to design and integrate features into the app that align with effective budgeting strategies, address user motivations, and alleviate pain points.
Develop and implement a solution within the app based on identified insights. Method: Utilize the gathered information to design and integrate features into the app that align with effective budgeting strategies, address user motivations, and alleviate pain points.
Affinity Mapping
Affinity Mapping
The bulk of budget go on the basics of living (Rent, Bills and Food)
Majority of participants do not use any digital form of budgeting tools they just use their own unique methods
The majority of users stated they would use a budgeting system if they had access to one.
The most common key motivation to budget money is to live comfortability such as - all bills are accounted for, and having extra money for emergencies.
Having an influx of income has a major impact on how participants budget their money.
Not being accustom to such funds, they would spend recklessly.
Income proved to be a majoring blocking factor in budgeting.
The bulk of budget go on the basics of living (Rent, Bills and Food)
Majority of participants do not use any digital form of budgeting tools they just use their own unique methods
The majority of users stated they would use a budgeting system if they had access to one.
The most common key motivation to budget money is to live comfortability such as - all bills are accounted for, and having extra money for emergencies.
Having an influx of income has a major impact on how participants budget their money.
Not being accustom to such funds, they would spend recklessly.
Income proved to be a majoring blocking factor in budgeting.
Idea Generation
Idea Generation
Information
Information
Users want to be provided with more general information to help with budgeting such as taxes, average spend, and guides of spending.
Users want to be provided with more general information to help with budgeting such as taxes, average spend, and guides of spending.
Simple & Safe Tool
Simple & Safe Tool
The affinity mapping showed that user are passionate about have a tool that is simple, efficient and safe to use. As people have multiple accounts on the app.
The affinity mapping showed that user are passionate about have a tool that is simple, efficient and safe to use. As people have multiple accounts on the app.
Tracking Budget
Tracking Budget
The data showed the feature must be able to work with their accounts and track all purchases, timely budget reviews, and notifications.
The data showed the feature must be able to work with their accounts and track all purchases, timely budget reviews, and notifications.
Administrative Features
Administrative Features
User want to ensure that the feature can cater to all their needs. Some of the people recommendations were; data entry, customer categories, goals and forecasting.
User want to ensure that the feature can cater to all their needs. Some of the people recommendations were; data entry, customer categories, goals and forecasting.
user flows chart & Usability Testing
user flows chart & Usability Testing
Creating low-fidelity screens enabled usability testing to ensure I met users' needs. I tested four participants, gathering valuable insights on their experience, interface feedback, potential impacts on decision-making, any obstacles faced, and recommendations for improvement.
Creating low-fidelity screens enabled usability testing to ensure I met users' needs. I tested four participants, gathering valuable insights on their experience, interface feedback, potential impacts on decision-making, any obstacles faced, and recommendations for improvement.
Usability Testing Goals
Usability Testing Goals
To understand how users interact with the UI
To understand how the UX impacts the users journey
To obtain feedback about the UX and UI.
To understand how users interact with the UI
To understand how the UX impacts the users journey
To obtain feedback about the UX and UI.
User Flows Chart & low fidelity screens
I created user task flows to understand how users will navigate the portal when trying to redeem codes, I wanted to focusing on the different touch points where the user has to make a decision. doing this allowed me to create an easy journey for the user. I will now use this information to create wireframes and conduct some user testing.
User testing findings
Several improvements are needed to enhance the user experience. This includes adding call-to-actions, an icon for expanding categories, and a page confirming the budget plan has been downloaded. Additional information should be provided to help users better understand different sections. The next steps involve implementing these changes and ensuring users are notified when interacting with the summary information.
Usability Testing Goals
To understand how users interact with the UI
To understand how the UX impacts the users journey
To obtain feedback about the UX and UI.
User Flows Chart & low fidelity screens
I created user task flows to understand how users will navigate the portal when trying to redeem codes, I wanted to focusing on the different touch points where the user has to make a decision. doing this allowed me to create an easy journey for the user. I will now use this information to create wireframes and conduct some user testing.
User testing findings
Several improvements are needed to enhance the user experience. This includes adding call-to-actions, an icon for expanding categories, and a page confirming the budget plan has been downloaded. Additional information should be provided to help users better understand different sections. The next steps involve implementing these changes and ensuring users are notified when interacting with the summary information.
HIgh Fidelity Ideations & Iterations
After creating high-fidelity screens based on initial testing feedback, another round of usability testing was conducted to address earlier pain points. The goals were to observe user interaction with the UI, assess how the UX affects their journey, and gather feedback on both the UI and UX.
Iteration 1
Users found the wording and grammar throughout the feature confusing, so slight changes had to been made to improve the user experience. Changing the CTA wording in the ‘Add Receipt’ section from ‘New Receipt’ and ‘Add Receipt’ to ‘Add Another’ and ‘Save Receipt’ gave users a better understanding about the next action they would like to make. Since the user has already opted to adding a receipt, that action has already taken place. The next call to action would be to save the receipt, or add anther.
Iteration 2
During user testing, I found that users were confused by the Calculate CTA was not clickable due to compulsory fields not being filled out. After discussing with my mentor, we decided that this method does not align with how users normally interact with this type of button and text fields.
In conclusion, I added an asterisk (*) next to all the compulsory text fields as users are familiar with this icon and correlate it with a mandatory fields to be filled out. I also made the ‘Calculate Budget’ button clickable, and if any fields have not been completed, a notification will alert the user to fill out the compulsory fields.
my thoughts and feelings
Working within design restraints helped focus on improving the user experience, despite the initial challenge of sticking to strict rules, like using one color for actions. This approach showed the importance of color in guiding users. The project provided valuable insight into creating products that impact users' lives, similar to working in a real development team. Key challenges included narrowing down feature requirements and obtaining timely interviews, which led to the realization that it's crucial to prioritize solving specific user problems and selecting the right participants for meaningful feedback.
Key takeaways include the importance of understanding how users interact with the UI and focusing on identifying core problems to generate effective solutions. Designing within company constraints requires adaptability, and conducting more in-depth research improves affinity mapping. It's essential to have extra participants to avoid delays and be selective to ensure quality feedback. Developing strong interview plans helps gather better insights on both UX and UI.
Working within design restraints helped focus on improving the user experience, despite the initial challenge of sticking to strict rules, like using one color for actions. This approach showed the importance of color in guiding users. The project provided valuable insight into creating products that impact users' lives, similar to working in a real development team. Key challenges included narrowing down feature requirements and obtaining timely interviews, which led to the realization that it's crucial to prioritize solving specific user problems and selecting the right participants for meaningful feedback.
Key takeaways include the importance of understanding how users interact with the UI and focusing on identifying core problems to generate effective solutions. Designing within company constraints requires adaptability, and conducting more in-depth research improves affinity mapping. It's essential to have extra participants to avoid delays and be selective to ensure quality feedback. Developing strong interview plans helps gather better insights on both UX and UI.
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High Fidelity Ideations & Iterations
After creating high-fidelity screens based on initial testing feedback, another round of usability testing was conducted to address earlier pain points. The goals were to observe user interaction with the UI, assess how the UX affects their journey, and gather feedback on both the UI and UX.
Iteration 1
Users found the wording and grammar throughout the feature confusing, so slight changes had to been made to improve the user experience. Changing the CTA wording in the ‘Add Receipt’ section from ‘New Receipt’ and ‘Add Receipt’ to ‘Add Another’ and ‘Save Receipt’ gave users a better understanding about the next action they would like to make. Since the user has already opted to adding a receipt, that action has already taken place. The next call to action would be to save the receipt, or add anther.
Iteration 2
During user testing, I found that users were confused by the Calculate CTA was not clickable due to compulsory fields not being filled out. After discussing with my mentor, we decided that this method does not align with how users normally interact with this type of button and text fields.
In conclusion, I added an asterisk (*) next to all the compulsory text fields as users are familiar with this icon and correlate it with a mandatory fields to be filled out. I also made the ‘Calculate Budget’ button clickable, and if any fields have not been completed, a notification will alert the user to fill out the compulsory fields.
my thoughts and feelings
Working within design restraints helped focus on improving the user experience, despite the initial challenge of sticking to strict rules, like using one color for actions. This approach showed the importance of color in guiding users. The project provided valuable insight into creating products that impact users' lives, similar to working in a real development team. Key challenges included narrowing down feature requirements and obtaining timely interviews, which led to the realization that it's crucial to prioritize solving specific user problems and selecting the right participants for meaningful feedback.
Key takeaways include the importance of understanding how users interact with the UI and focusing on identifying core problems to generate effective solutions. Designing within company constraints requires adaptability, and conducting more in-depth research improves affinity mapping. It's essential to have extra participants to avoid delays and be selective to ensure quality feedback. Developing strong interview plans helps gather better insights on both UX and UI.