Testing and Validating a new Fintech Experience
Role: UX Researcher
Credits: Guy Matorin | UX Director, Design Clinic
Sable Bank approached Design Clinic to test their new app before launching, wanting to understand how users interact with and feel about their new onboarding and dashboard experience. UX Director Guy Matorin and I then designed a study to not only explore usability concerns but also to study how well users understand Sable's debit and credit product offering. We ran a remote test on 10 users reflecting Sable's target audience: low-medium income Americans and recent new-comers who want to build credit.
More Options, Less Friction, and Increased Product Clarity
Tasked with reviewing the user tests and presenting insights, I discovered 3 crucial trends:
1. Users wanted a shorter onboarding experience and less scrolling on the homepage. Users found that while features like "name your card" were interesting, they also commented that having this as an unskippable step during the onboarding experience was frustrating and an impedement to their goal of frictionless sign-up. Once the users landed on the home page, they enjoyed the experience but found the amount of scrolling required to browse accounts and features was detracting from their experience.
2. Users failed to understand the difference between Sable's digital banking options of debit and credit offerings, mistaking them for a single card when they were actually two separate cards. Further, users desired more information such as interest rates and how to build credit.
3. Users desired more documentation options, specifically for new-comers who may not have all of the specified documents. This could turn potential customers away who otherwise would enjoy Sable Bank's offering.
Our report expanded on these points and suggested streamlining the onboarding by only providing crucial and required steps, removing anything that could be considered optional. Further, we recommended expanding their options for documentation to be more inclusive of new-comers. Lastly, while there was enthusiasm and good market-fit for Sable Bank's credit and debit cards we recommended improving the clarity of the offering, making it clear how to build credit, what the interest rates are, and communicate clearly that the debit and credit cards are not a single card.