Overhaul Andriod app
The android app has pretty basic functionality. As a part of the Report On Business strategy, we utilize this opportunity to redesign the Andriod app to consolidate all things financial-related content into one place called Financial Centre.
My role is to oversee the project from discovery to delivery.
Lean UX Canvas
Business problems
Engage and attract the next generation of business leaders in Canada
Be top of mind for Personal Finance, Business and Investing content and tools in Canada.
How to fit into people’s media consumption life
Business outcomes
Increase the likelihood of attracting new types of subscribers and accordingly the retention rate
Growth of users aged 30-40
Grow market share in Comscore ranking
User benefits & outcomes
Empower career and business development
Has the right tools and in a more relevant format to make an informed decision
Relevant news that pertains to the current market happenings (staying in the know)
Problems
The team went through a series of design workshops such as Service Blueprint, Lightning Decision Jam, and Storyboard, to identify problems and potential solutions.
One size fits all. No easy way to prioritize content relevant to each user.
It is a generic experience not personalized to the reader’s interests.
Navigation is outdated and interaction needs to be modernized with a fresh and functional look.
New content packages from CMS are ignored in the app.
Alerts can be customized better as a standalone feature.
Notification doesn’t seem to work well.
No personal finance tools that help readers understand their finances in the app.
Personal finance content is buried. It’s hard to get to the content.
Potential Solutions
Redesign the Android app experience for a personalized experience
Introduce Financial Centre as the main navigation to easily access all sought-after financial features
User customization navigation. Users choose what they want to see.
Cluster all financial-related content on the site into one.
Improve Alerts & Notifications
Onboard users to prioritize content they want to see first.
Concept Testing
We want to capture the key value proposition of a new concept to determine if it meets the needs of the target audience.
We believe that with the features, will provide value to users like our Persona, in the Android App.
We will know this is true once we ran a concept testing study with 7 users, and at least 4 users are inclined to the following actions:
Fill in personal information to customize their experience (e.g. favourite topics, companies, financial goals)
Create an account or register
Buy a subscription
Feature ideas
+ Content preference Onboarding
+ Personalized content on News Page
+ Related content within article Widget
+ Separate Financial Centre / News
+ Financial Goal interests
+ Personalized content in Financial Centre
+ Watchlist
Hypothesis Validation
We test the concept and the features above with 7 users. The results confirm the hypothesis we set.
Provide Information
Would the user provide information of to personalize their experience?
Financial Goals:
6/7 Would fill it right away
1/7 Would keep that info in other apps
Content preferences:
3/7 Would fill it right away
2/7 Would fill it later if in a hurry
2/7 Would prefer not to fill it and have all the news
Registration
Would the user create an account?
7/7 of the users mentioned that they would register to obtain benefits such as creating watchlists
Some users emphasized that they would only do it if the call to action clarifies that registration is free.
Subscription
Would the user pay for a subscription?
2/7 Users mentioned that it depends, on what benefits would they get, quality information in one place? no ads?
3/7 Won’t pay for a subscription, they will find other free resources.
2/7 Users already pay TGM subscription.
Overall Features Scores
+ Content preference Onboarding - 3 stars
+ Personalized content on News Page - 4 stars
+ Related content within article Widget - 3 stars
+ Separate Financial Centre / News - stars
+ Financial Goal interests - 5 stars
+ Personalized content on Financial Centre - 4 stars
+ Watchlist - 3 stars
From concept to build
Overall, the concept testing was well received. We made some tweaks and prepared for design iterations, feature prioritization and building. The beta will be out in June, followed by the launch in July 2022.
Design Process
Lightning Decision Jam
Identify problems
How Might We
How Might We
Job To Be Done
Storyboard: anonymous users