Building a financial app for women

Solution :

When designing for the card and the rewards along with the card, we did an intensive in depth research about the rewards and the big question was -

WIREFRAMES & PROTOTYPE

Keeping in mind time and resources we decided with going ahead with MVP. We focused on :

Women focused brands as differentiator

Introduced rewards from women-centric and women-run brands to promote visibility and empower our users.

Simple redemption and equal value coupons

Based on survey feedback, we learned that users preferred not to engage in games to receive their coupons. To avoid disappointment, we implemented a system where equal value coupons are randomly assigned for all milestones.

Feature 2: Shipping card & Un-serviceable zip code

To optimize costs, we implemented a solution where we would only ship the physical card to users after a certain amount was loaded in their wallet, indicating high intent. Additionally, we realized the importance of informing users in advance about the serviceability of their zip code.

Feature 3: Homepage

I worked on several iterations for the homepage until we finally launched the version that aligned with our shift towards a "Transacting First" approach for the app.

Feature 4: Referral

With the introduction of the 'Referral' feature, our focus was on addressing the needs of existing Power Card users, incentivizing high-intent users for acquisition, and implementing a referral program to reward users for referring friends and family members.

Feature 5: Designing MVP for financial chatbot powered by GPT-3

Due to time constraints in launching our own chatbot, we had limited time available, only a couple of hours, to complete and launch the project. With advanced coding requiring more time, the developer opted for implementing the easiest and smallest changes possible.

Feature 6: Learning Management

This was my first major design project, but before diving into it, we needed to make a case for our approach.

De-prioritizing learning + community

To align with our focus on Power Card and transactions, we decided to de-prioritize the learning and community sections. We planned to reduce the size of the learning section to one-fourth of its current size to allow for future additions to the Power Card feature.

As a result, all learning content would be consolidated within a single tab. The activation priority would be shifted toward Power Card over the learning section.