Overview
SoFi is an online cash management platform where you can spend, save, and invest your money.
My goal for this mock case study was to optimize their existing experience based on user research and UX opportunities.
This project was an independent and conceptual exploration. I am not affiliated with the brand in any way.
Role
UX/UI Designer, Product Designer
Duration
Still In Development
Tools
Figma, Figjam, Paper by WeTransfer
Project Scope
The Problem
I began this project reacting to an initial problem within the navigation. When a user tries to access a high level view of their accounts, the experience varies between the desktop and mobile platforms.
After researching my users, I also identified a need for creating a way for multiple people to view their finances together. For example: families need a quick and holistic way of looking at their balance.
The User
Based on my research into the fintech industry, I crafted 3 user segments to tailor my approach. Eventually I would narrow my solutions to one.
The Process
I used Figjam — Figma’s whiteboarding tool — to outline my process and keep track of my ideas.
Research
Industry Insights
After researching the latest trends in fintech, I identified 3 main insights to guide my investigation:
“Since the start of COVID-19 in the US, Black financial decision makers have been opening fintech accounts at an accelerated pace” – McKinsey & Company
“As well as having to manage their own money, family adults are more likely to combine bank accounts with a partner. They will also manage the money of a child (or children) through pocket money or similar.” – Kin+Carta
“The young use fintech the most, but older generations are joining them in larger numbers” – McKinsey & Company
Competitive Audit
Taking a look at SoFi’s top competitors helped me isolate what were the common practices with other experiences, and helped me gain a fuller perspective of what the user would expect in this space.
Analysis
Empathy map
Captured the high level experience of the selected persona to guide our thinking as we evaluate her journey with our product.
User Journey Map
Mapping out the full experience, I was able to isolate the user’s pain points and take note of potentially how to solve them.
Current User Flow
In the current flow, the user may be confused by clicking into a page called “Connected Accounts” but then seeing “Relay” instead. Also they may look for this high level view of their account in the Money tab, but will not find it.
Ideation
Generating Ideas
I went back and read through all of my research to identify opportunities. This was a great time to revise old notes as well as identify new solutions that could come to life.
Prioritizing Ideas
To make sure that I was aligned to the needs of my users, as well as considering the effort it would take to solve the problem I framed all the thoughts in a prioritization matrix.
New User Flow
In the new flow, we’ve kept the navigation verbiage consistent as well as rewarded the user with access to “Connected Accounts” through multiple areas in the app.
Wireframe Sketches
Next Steps…
Low-fi prototype, high-fi prototype, testing…