Full redesign of financial wellbeing dashboard app

Overview

The one where I redesigned a B2C dashboard, to explore innovative ways to present financial data, that led to increase of user engagement & retention

Key goals.

Increase engagement

Create a new experience that will drive engagement through new ways of reporting and benchmarking users finances, extracting more value from their account

Increase adoption & connection of open banking accounts

Incentivise users to connect more account through open banking api, and populate their account with up-to-date asset information, increasing value of each interaction with the app

Design new features that drive user value

Deliver a user friendly, and comprehensive updates to the platform, that communicate, in natural language ways to better manage peoples bank accounts, assets and pension funds, seeking to calculate their retirement options and consolidating their pensions.

Process

Collaboration & co-creation

Through co-creation workshops and close collaboration around specific modeller data points, I worked to update their product and roadmap for their flagship product fund, Mercer master trust.

Customer-centric approach

Taking each feature from concepts to delivery, I championed a customer-centric approach of quick prototype iteration, to drive financial literacy and increase engagement across the app, and encourage greater open banking connections

What did I learn.

Knowledgable user

Users have at a baseline knowledge of financial wellbeing and retirement, while they are short on time

Empower without overwhelming with choice

Provide users with the information and tools they need to make informed financial decisions. This approach not only enhance the user experience but also ensure that users could harness the full potential of the app's open banking technology to gain a comprehensive view of their finances and retirement plans, all while feeling in control and supported in their financial well-being journey.

Users are reluctant to share account information with employer pension fund

In Mercer Money’s situation, the pension account would have been setup by the employer. This leads to Users reluctant to share additional financial information, under false risk of that information being shared. Reassure users with education around open banking platform, and easy to understand data privacy policy

Results.

In collaboration with our fintech development partners, and retirement calculation API provider, I delivered a next-gen design for the finance well being app, and delivered highly adaptable and scalable dashboard that not only met the client's demands but also fulfilled the technical requirements of our development partner.

Throughout the process, close collaboration with the visual designer allowed us to rigorously test and meticulously document each screen for future project development.

Applying AI to product design process

Validating with real & synthetic users

Limited options to test with wealth managers meant I had use more experimental methods and get insights by creating synthetic users using large language models.

To do this I fed a custom gpt with previous transcripts of interviews, and iterating over 100+ versions of instructions and prompts to reach a point where I was 90% confident the responses were aligned with responses of a real wealth manager.