Automated savings and financial education for the 99%
Role: UX researcher / UI designer
Arbor is a company commited to improve the personal finances and financial education of the 99%
I joined Arbor back in February to help them overcoming the UX challenges that most of fintech companies struggle with.
Every copy matters when it comes to explain the user what's happening to his/her money.
Since then, we've reimagined the whole experience from scratch, implemented user-centered design techniques and detected and defined the key pain points.
Who's Alfred? – Getting to know the user
When the first MVP was launched, the founding team named their persona Alfred: a young adult (almost in his 30s), beginning his professional career, with enough money to live a comfortable lifestyle, who doesn't know how to save for the future.
Having in mind that Alfred is a millennial, our first approach was to use bright colors and to write in a casual lenguage, but having no data, we finally decided to take the cautious path and go neutral, gather some insights from the market and then iterate.
Aiming to be as agile as one can be, we developed a strategy to gather this demographic insights using this landing page.
Bringing traffic from the AdSense network, we ran A/B tests (with Unbounce) validating the tone, the style, and the key pain points (using Hotjar's intercepts).
From that first cluttered and not-that-useful dashboard to the clean and re-structured app that everyone can use today, Arbor's gone a long way in just a few months.
Soon, we'll publish how we structured the first UX interviews, some of our "guerrilla testing" techniques and the results we're getting.
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The Future of Saving
Now that we know that we're designing for many different personas, the next step is to develop a modular UI that gives contextual information to each one of this segments.
Also, as the users keep saving more and more money, soon we'll be offering new products and features to help them taking the next steps in the financial path.
Nicholas Salguero, Samuel Benelbas, Ignacio Bautiste, Alberto Montes, Alejandro Abascal, María Lucio, Felipe Villate and Ivo Vilches