A fintech web and mobile site redesign invites people to invest in small businesses, supporting their local community.
UX and Visual Design
Investibule is an aggregator that features investment opportunities for local and small businesses.
They want to generate excitement and inform curiosity in their users. Most importantly, they want to improve their users' journey and create user trust.
THE FUNDAMENTAL PROBLEM
Through usability testing of the current website, we found that:
The IA is confusing
The content is unclear
The unattractive UI disrupts users
Users do not trust the site
The site performance is slow
A redesigned home page features Investibule’s value proposition more strongly.
A profile adds stickiness, encouraging users to return and check their favorite campaigns.
Journey map of UX
The before user journey is poor and there is a high risk for drop off at every stage. The drop offs are caused by critical user pain points. A redesign addressing these pain points significantly improves the user journey and minimizes the drop off rate.
Early sketches of website pages
With our client, we conducted a design studio to quickly sketch our ideas on the whiteboard. This way, we can get his valuable inputs and quickly iterate our ideas as a team. We agreed that the campaign box should contain the title, location, investment type and critical funding statistics.
MOBILE VISUAL DESIGN
Final mobile visual design mock ups
A redesign of Investibule’s mobile and website, addressing users' critical pain points.
Additional usability testing needs to be conducted to see if the profile page actually generates stickiness.
Investibule may also consider expanding their marketing and create additional
relationships with local businesses to generate more site traffic.
A redesign of Investibule’s website and mobile view significantly adds value to their product.
Users will have a smoother experience and trust Investibule when they understand the content, know how to navigate the site and expect a faster site performance. I also learned that clients may ask for a particular feature such as social validation but it may not be the magic solution to generate stickiness.
Investibule needs to aggressively market their product, generate user interest and conduct additional usability testing to understand what works and what doesn't.