Sequin Financial
Redefining User Experience to Boost Retention and Financial Literacy
Sequin Financial
Redefining User Experience to Boost Retention
and Financial Literacy
See clickable prototype
Product
IOS Mobile Hybrid
Product
IOS Mobile Hybrid
Team
3 UX /UI Designers
2 Engineers
Team
3 UX /UI Designers
2 Engineers
My role within the team:
UX /UI Designer & Visual Lead
My role within the team:
UX /UI Designer & Visual Lead
Background
Sequin Financial, a forward-thinking banking startup based in San Francisco, embarked on a mission to provide women with an empowering financial experience. Their product, the Checking & Rewards Visa® Debit Card, aimed to address the challenges women face in the fintech landscape.
Sequin Financial, a forward-thinking banking startup based in San Francisco, embarked on a mission to provide women with an empowering financial experience. Their product, the Checking & Rewards Visa® Debit Card, aimed to address the challenges women face in the fintech landscape.
Problem
Sequin Financial's beta app is struggling with plummeting retention rates due to inconsistent UX/UI and color accessibility issues.
Our mission is to enhance retention for the Checking & Rewards Visa® Debit Card, by improving Navigation, IA and Accessibility.
Sequin Financial's beta app is struggling with plummeting retention rates due to inconsistent UX/UI and color accessibility issues.
Our mission is to enhance retention for the Checking & Rewards Visa® Debit Card, by improving Navigation, IA and Accessibility.
Approach
Our team embraced a human-centered design approach, using the double diamond method (Discover, Define, Explore, Test) to address the issues.
We conducted stakeholder and user interviews, competitive analysis, and usability testing to understand user mindsets, pain points, and preferences.
Our team embraced a human-centered design approach, using the double diamond method (Discover, Define, Explore, Test) to address the issues.
We conducted stakeholder and user interviews, competitive analysis, and usability testing to understand user mindsets, pain points, and preferences.
Discovery
Our journey started with an UX Audit, stakeholder and user interviews, uncovering insights into both business goals and user pain points.
Our journey started with an UX Audit, stakeholder and user interviews, uncovering insights into both business goals and user pain points.
AHA Moment
Going thought these discoveries we noticed that users craved clarity and empowerment about what the product offers.
Through research, we also identified accessibility challenges, a need for effective educational content, and a lack of motivation in using rewards and discounts.
Going thought these discoveries we noticed that Users craved clarity and empowerment about what the product offers.
Through research, we also identified accessibility challenges, a need for effective educational content, and a lack of motivation in using rewards and discounts.
Going thought these discoveries we noticed that Users craved clarity and empowerment about what the product offers.
Through research, we also identified accessibility challenges, a need for effective educational content, and a lack of motivation in using rewards and discounts.
Solution
Navigation Enhancement: We restructured the navigation bar with clearer icons to give users quick access to essential features like Sequin University.
Sequin University Empowerment: We introduced a dedicated "Learn" tab in the main navigation, offering short, engaging videos on financial tips to empower users.
Rewards Transparency: We improved rewards visibility by restructuring AI and adding icons for a quick overview, enabling users to understand better cashback and pink tax credit reimbursement as well as save favorite merchants and easily redeem rewards.
Educational Empowerment: To address financial illiteracy, we made Sequin University modules more digestible and added contextual info buttons for financial terms.
Navigation Enhancement: We restructured the navigation bar with clearer icons to give users quick access to essential features like Sequin University.
Sequin University Empowerment: We introduced a dedicated "Learn" tab in the main navigation, offering short, engaging videos on financial tips to empower users.
Rewards Transparency: We improved rewards visibility by restructuring AI and adding icons for a quick overview, enabling users to understand better cashback and pink tax credit reimbursement as well as save favorite merchants and easily redeem rewards.
Educational Empowerment: To address financial illiteracy, we made Sequin University modules more digestible and added contextual info buttons for financial terms.
Findings and iterations
Following hallway testing and data analysis, we've identified areas for improvement before usability tests.
Our focus is on refining the Information Architecture to better communicate the benefits of membership more effectively.
The goal is to create a user-friendly experience that highlights perks and encourages exploration. We're committed to optimizing this before moving on to usability testing.
Following hallway testing and data analysis, we've identified areas for improvement before usability tests.
Our focus is on refining the Information Architecture to better communicate the benefits of membership more effectively.
The goal is to create a user-friendly experience that highlights perks and encourages exploration. We're committed to optimizing this before moving on to usability testing.
Testing
We conducted usability tests with 8 participants in one-on-one sessions via Zoom, utilizing a prototype.
Each user guided us through tasks using the 'out-loud thinking' approach, providing valuable insights into their interactive experience.
We conducted usability tests with 8 participants in one-on-one sessions via Zoom, utilizing a prototype.
Each user guided us through tasks using the 'out-loud thinking' approach, providing valuable insights into their interactive experience.
Metrics Results
After implementing these solutions and iteratively testing, Sequin Financial reported remarkable outcomes:
Task execution speed increased by 5%
Learnability improved by 20%
Findability enhanced by 35%
Satisfaction measured by SUS scores surged from 47.7 to 82 on average
One month after implementation, retention rates increased by 35%
After implementing these solutions and iteratively testing, Sequin Financial reported remarkable outcomes:
Task execution speed increased by 5%
Learnability improved by 20%
Findability enhanced by 35%
Satisfaction measured by SUS scores surged from 47.7 to 82 on average
One month after implementation, retention rates increased by 35%
Care to dig deeper?
SUS score
Before taking on the task: 47.75
After latest iterations and User interviews: 82
Before taking on the task: 47.75
After latest iterations and User interviews: 82
Future Steps
Keep iterating and exploring the potential of dividing the app into two separated products:
One focused on bolstering the Visa debit card experience, and the other solely dedicated to fostering learning and community engagement.
Prioritize educating users on the perks & rewards of the Debit Card.
On boarding tour is heavily recommended. Continue maintaining a user-first approach will be key to sustaining these positive results and fostering a thriving community of empowered consumers.
Keep iterating and exploring the potential of dividing the app into two separated products:
One focused on bolstering the Visa debit card experience, and the other solely dedicated to fostering learning and community engagement.
Prioritize educating users on the perks & rewards of the Debit Card.
On boarding tour is heavily recommended. Continue maintaining a user-first approach will be key to sustaining these positive results and fostering a thriving community of empowered consumers.
Learnings
Users find more value in paying a fee for learning services rather than the membership fee for the card service
Identifying the features that resonate most with users has the potential to significantly reshape the business model
Making informed decisions by user feedback should be the guiding principle when designing for human experiences
Users find more value in paying a fee for learning services rather than the membership fee for the card service
Identifying the features that resonate most with users has the potential to significantly reshape the business model
Making informed decisions by user feedback should be the guiding principle when designing for human experiences