AURA
AURA
Creating the stickiest financial wellness app in existence!
AURA
Creating the stickiest financial wellness app in existence!
Client
Aura Finance - Startup
Team
Team of 4
Role
Product Designer
Timeline
10 Weeks
Deliverables
User interviews, Ideation, sketches, user testing, prototyping, high fidelity, research reports, handoff
Aura is an early-stage startup operating in the B2C(Business to Consumer) space dedicated to reducing financial anxiety among millions of Americans today by providing fundamental financial education and professional guidance through a mobile app.
Initial Task
Our goal: design an onboarding experience that empowers new Aura users to create a foundational financial plan, fostering financial confidence and mindfulness from day one.
Discovery
During the project, we uncovered a crucial insight: Aura's core experience was ill-defined. We collaborated with stakeholders to establish the essential elements of a financial wellness plan and identify key business metrics to guide our design decisions.
Solution
We delivered a simplified, streamlined onboarding process that enables users to create a personalized financial plan with ease. Key features include:
A multi-stage information collection process that clearly communicates the value of each step
A revamped homepage with a single, clear CTA and an engaging, gameified to-do list
Transparent, straightforward copy that builds trust by emphasizing Aura's mission and objectives
Personalized results that leverage the Barnum effect, making users feel understood
Our solution not only guides users through creating a financial plan but also fosters confidence and mindfulness around their financial well-being.
The Results
Overhauled the initial sign-up process and introduced novel elements, such as a financial mindfulness scale, to enhance the user experience
Outcome: Reduced the sign-up attrition rate from a preliminary 80.7% to an expected substantial decrease post-development
Implemented a multi-stage information collection process after clearly communicating the app's value
Outcome: Successfully achieved a 100% user completion rate during trials
Revamped the homepage with clear navigational priorities, featuring a single call-to-action and a fun, gameified to-do list to enhance user engagement
Outcome: Achieved a streamlined user experience that simplifies initial interactions and motivates continued engagement with the app's key functionalities.
Put your money to work and your anxiety to rest
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9:41
Live Demo
The Results
Overhauled the initial sign-up process and introduced novel elements, such as a financial mindfulness scale, to enhance the user experience
Outcome: Reduced the sign-up attrition rate from a preliminary 80.7% to an expected substantial decrease post-development
Implemented a multi-stage information collection process after clearly communicating the app's value
Outcome: Successfully achieved a 100% user completion rate during trials
Revamped the homepage with clear navigational priorities, featuring a single call-to-action and a fun, gameified to-do list to enhance user engagement
Outcome: Achieved a streamlined user experience that simplifies initial interactions and motivates continued engagement with the app's key functionalities.
Put your money to work and your anxiety to rest
Create an account
Already have an account? Log in
9:41
Live Demo
10
Week Project Timeline
41
Screens Created
9
Client/Shareholder Meetings
60+
Hours of Team Meetings
10
Generative User Interviews
8
Usability Interviews
3+
Interation Stages
10
Week Project Timeline
41
Screens Created
9
Client/Shareholder Meetings
60+
Hours of Team Meetings
10
Generative User Interviews
8
Usability Interviews
3+
Interation Stages
Adding Elements of Trust
3
Clarified upfront how we use each detail to build their personalized financial plan, promoting transparency
2
Employed object-oriented design to only request relevant information at each stage
1
Partnerships with esteemed institutions like Georgetown and Cornell demonstrate Aura is a serious, credible financial product
Messaging and Collected Details
1
Based on user research, crafted transparent, straightforward copy that emphasizes Aura's mission and business objectives
2
Individuals were represented using illustrated drawings instead of pictures
3
Personalized results leverage the Barnum effect, giving users the impression Aura precisely gets them
New Home Page
1
Uncluttered homepage with a single, clear call-to-action simplifies the user's initial experience
2
Fun, gameified todo list format incentivizes users to keep engaging with key steps
3
Reprioritized navigation to spotlight core features and hide extraneous links
My Process
These guidelines are my foundation for innovation and design excellence, adapting proven methods based on new insights and technologies. I do believe fluidity in my approach is key to ongoing success, open to embracing alternative methods that may prove more effective.
01
Discover
My discovery phase employs a hybrid of function-focused and human-focused design to put the user at the core of the experience. This step entails defining business metrics, project scope, user motivations and pain points, and core challenges to address. Discover lays the foundational groundwork to inform the design direction and optimize for user needs in subsequent phases.
Define
My define phase involves gathering additional insights about target users through competitive analysis, market research, and direct user feedback. This includes generative interviews, usability testing, A/B testing, and other forms of primary research to understand user behaviors and helps clarify what challenge we are solving.
02
Design
My design phase defines the user experience through ideation and brainstorming aligned to discovered user motivations. This step decides what features and designs to build, then tests and evaluates design concepts to analyze how they will influence behavior and shape the user experience. Design focuses on translating insights into solutions that optimize for target user values.
03
Deliver
My deliver phase focuses on implementation, translating designs into functional experiences through collaboration with developers or direct handoff. This involves organization of components, Carefully documenting all the details to bring our optimized designs to life for users in the most efficient way.
04
01
Discover
My discovery phase employs a hybrid of function-focused and human-focused design to put the user at the core of the experience. This step entails defining business metrics, project scope, user motivations and pain points, and core challenges to address. Discover lays the foundational groundwork to inform the design direction and optimize for user needs in subsequent phases.
Define
My define phase involves gathering additional insights about target users through competitive analysis, market research, and direct user feedback. This includes generative interviews, usability testing, A/B testing, and other forms of primary research to understand user behaviors and helps clarify what challenge we are solving.
02
Design
My design phase defines the user experience through ideation and brainstorming aligned to discovered user motivations. This step decides what features and designs to build, then tests and evaluates design concepts to analyze how they will influence behavior and shape the user experience. Design focuses on translating insights into solutions that optimize for target user values.
03
Deliver
My deliver phase focuses on implementation, translating designs into functional experiences through collaboration with developers or direct handoff. This involves organization of components, Carefully documenting all the details to bring our optimized designs to life for users in the most efficient way.
04
01
Discover
My discovery phase employs a hybrid of function-focused and human-focused design to put the user at the core of the experience. This step entails defining business metrics, project scope, user motivations and pain points, and core challenges to address. Discover lays the foundational groundwork to inform the design direction and optimize for user needs in subsequent phases.
Define
My define phase involves gathering additional insights about target users through competitive analysis, market research, and direct user feedback. This includes generative interviews, usability testing, A/B testing, and other forms of primary research to understand user behaviors and helps clarify what challenge we are solving.
02
Design
My design phase defines the user experience through ideation and brainstorming aligned to discovered user motivations. This step decides what features and designs to build, then tests and evaluates design concepts to analyze how they will influence behavior and shape the user experience. Design focuses on translating insights into solutions that optimize for target user values.
03
Deliver
My deliver phase focuses on implementation, translating designs into functional experiences through collaboration with developers or direct handoff. This involves organization of components, Carefully documenting all the details to bring our optimized designs to life for users in the most efficient way.
04
01
Discover
My discovery phase employs a hybrid of function-focused and human-focused design to put the user at the core of the experience. This step entails defining business metrics, project scope, user motivations and pain points, and core challenges to address. Discover lays the foundational groundwork to inform the design direction and optimize for user needs in subsequent phases.
Define
My define phase involves gathering additional insights about target users through competitive analysis, market research, and direct user feedback. This includes generative interviews, usability testing, A/B testing, and other forms of primary research to understand user behaviors and helps clarify what challenge we are solving.
02
Design
My design phase defines the user experience through ideation and brainstorming aligned to discovered user motivations. This step decides what features and designs to build, then tests and evaluates design concepts to analyze how they will influence behavior and shape the user experience. Design focuses on translating insights into solutions that optimize for target user values.
03
Deliver
My deliver phase focuses on implementation, translating designs into functional experiences through collaboration with developers or direct handoff. This involves organization of components, Carefully documenting all the details to bring our optimized designs to life for users in the most efficient way.
04
My Process
These guidelines are my foundation for innovation and design excellence, adapting proven methods based on new insights and technologies. I do believe fluidity in my approach is key to ongoing success, open to embracing alternative methods that may prove more effective.
01
Discover
My discovery phase employs a hybrid of function-focused and human-focused design to put the user at the core of the experience. This step entails defining business metrics, project scope, user motivations and pain points, and core challenges to address. Discover lays the foundational groundwork to inform the design direction and optimize for user needs in subsequent phases.
Define
My define phase involves gathering additional insights about target users through competitive analysis, market research, and direct user feedback. This includes generative interviews, usability testing, A/B testing, and other forms of primary research to understand user behaviors and helps clarify what challenge we are solving.
02
Design
My design phase defines the user experience through ideation and brainstorming aligned to discovered user motivations. This step decides what features and designs to build, then tests and evaluates design concepts to analyze how they will influence behavior and shape the user experience. Design focuses on translating insights into solutions that optimize for target user values.
03
Deliver
My deliver phase focuses on implementation, translating designs into functional experiences through collaboration with developers or direct handoff. This involves organization of components, Carefully documenting all the details to bring our optimized designs to life for users in the most efficient way.
04
01
Discover
My discovery phase employs a hybrid of function-focused and human-focused design to put the user at the core of the experience. This step entails defining business metrics, project scope, user motivations and pain points, and core challenges to address. Discover lays the foundational groundwork to inform the design direction and optimize for user needs in subsequent phases.
Define
My define phase involves gathering additional insights about target users through competitive analysis, market research, and direct user feedback. This includes generative interviews, usability testing, A/B testing, and other forms of primary research to understand user behaviors and helps clarify what challenge we are solving.
02
Design
My design phase defines the user experience through ideation and brainstorming aligned to discovered user motivations. This step decides what features and designs to build, then tests and evaluates design concepts to analyze how they will influence behavior and shape the user experience. Design focuses on translating insights into solutions that optimize for target user values.
03
Deliver
My deliver phase focuses on implementation, translating designs into functional experiences through collaboration with developers or direct handoff. This involves organization of components, Carefully documenting all the details to bring our optimized designs to life for users in the most efficient way.
04
01
Discover
My discovery phase employs a hybrid of function-focused and human-focused design to put the user at the core of the experience. This step entails defining business metrics, project scope, user motivations and pain points, and core challenges to address. Discover lays the foundational groundwork to inform the design direction and optimize for user needs in subsequent phases.
Define
My define phase involves gathering additional insights about target users through competitive analysis, market research, and direct user feedback. This includes generative interviews, usability testing, A/B testing, and other forms of primary research to understand user behaviors and helps clarify what challenge we are solving.
02
Design
My design phase defines the user experience through ideation and brainstorming aligned to discovered user motivations. This step decides what features and designs to build, then tests and evaluates design concepts to analyze how they will influence behavior and shape the user experience. Design focuses on translating insights into solutions that optimize for target user values.
03
Deliver
My deliver phase focuses on implementation, translating designs into functional experiences through collaboration with developers or direct handoff. This involves organization of components, Carefully documenting all the details to bring our optimized designs to life for users in the most efficient way.
04
01
Discover
My discovery phase employs a hybrid of function-focused and human-focused design to put the user at the core of the experience. This step entails defining business metrics, project scope, user motivations and pain points, and core challenges to address. Discover lays the foundational groundwork to inform the design direction and optimize for user needs in subsequent phases.
Define
My define phase involves gathering additional insights about target users through competitive analysis, market research, and direct user feedback. This includes generative interviews, usability testing, A/B testing, and other forms of primary research to understand user behaviors and helps clarify what challenge we are solving.
02
Design
My design phase defines the user experience through ideation and brainstorming aligned to discovered user motivations. This step decides what features and designs to build, then tests and evaluates design concepts to analyze how they will influence behavior and shape the user experience. Design focuses on translating insights into solutions that optimize for target user values.
03
Deliver
My deliver phase focuses on implementation, translating designs into functional experiences through collaboration with developers or direct handoff. This involves organization of components, Carefully documenting all the details to bring our optimized designs to life for users in the most efficient way.
04
Responsibilities
Responsibilities
I worked on this project as UX Designer and Facilitator
I worked on this project as UX Designer and Facilitator
Main areas of responsibility:
- Management (Communication with stake holders and schedule structure)
- UX Research (user interviews and analysis)
- Design (information architecture, copy and homepage)
- Lo-fi prototyping (flow and interactions)
Main areas of responsibility:
- Management (Communication with stake holders and schedule structure)
- UX Research (user interviews and analysis)
- Design (information architecture, copy and homepage)
- Lo-fi prototyping (flow and interactions)
Results
The preliminary chaotic sign-up procedure resulted in an 80.7% attrition rate. However, our overhauled journey demonstrated a 100% ultimate completion rate during user trials. Users exhibited pleasure with novel sections, such as the financial mindfulness scale. Based on evaluations, the simplified sign-up process should substantially lessen user attrition once development has been completed.
The preliminary chaotic sign-up procedure resulted in an 80.7% attrition rate. However, our overhauled journey demonstrated a 100% ultimate completion rate during user trials. Users exhibited pleasure with novel sections, such as the financial mindfulness scale. Based on evaluations, the simplified sign-up process should substantially lessen user attrition once development has been completed.
The preliminary chaotic sign-up procedure resulted in an 80.7% attrition rate. However, our overhauled journey demonstrated a 100% ultimate completion rate during user trials. Users exhibited pleasure with novel sections, such as the financial mindfulness scale. Based on evaluations, the simplified sign-up process should substantially lessen user attrition once development has been completed.
Key Takeaways
Business goals and metrics should inform UX design priorities.
Aligning on the core product vision and MVP features early is crucial.
Onboarding should clearly set expectations and demonstrate value.
Your team's ability to collaborate determines your level of success.
Business goals and metrics should inform UX design priorities.
Aligning on the core product vision and MVP features early is crucial.
Onboarding should clearly set expectations and demonstrate value.
Your team's ability to collaborate determines your level of success.
Business goals and metrics should inform UX design priorities.
Aligning on the core product vision and MVP features early is crucial.
Onboarding should clearly set expectations and demonstrate value.
Your team's ability to collaborate determines your level of success.
Ready for more?
Maro
Got more churn than a butter factory?
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Got more churn than a butter factory?
Let's whip your product into shape!
Copy Email