A leading fintech startup approached us with a challenge: their mobile banking app had low engagement among millennial users (25-35 age group). Despite having competitive features, users found the app confusing and weren't utilizing its full potential.
The goal was to redesign the entire user experience to make financial management intuitive, educational, and engaging for a younger demographic.
Through user interviews and analytics, we identified three main pain points:
1. Financial Jargon: Millennials felt intimidated by banking terminology
2. Hidden Features: Useful tools like budgeting and savings goals were hard to find
3. Lack of Context: Transactions were listed without explanations or categorization
We followed a double diamond design process: Discover, Define, Develop, Deliver. The key insights came from 15 user interviews and analysis of 2,000+ support tickets.
1. Plain Language Interface: Replaced banking terms with simple, actionable language
2. Visual Financial Dashboard: Created an at-a-glance overview of finances
3. Smart Categorization: Automated transaction tagging with editable categories
4. Educational Tooltips: Contextual explanations for complex features
5. Goal Setting Widgets: Visual progress trackers for savings goals
The redesigned app launched in Q3 2024 and immediately showed significant improvements. User testing revealed an 89% satisfaction rate among the target demographic, and customer support tickets related to app confusion decreased by 67%.
Most importantly, the app saw a 210% increase in the use of advanced features like automated savings and investment tools, indicating that users were now discovering and trusting these capabilities.