Fortuna

Context:

As marketing manager of a financial company 2014-2018, I often noticed how complicated it was for women to make a positive emotional connection to money. I learned that talking about money with a few, key women often determined the moves my friends, our women clients, and I would make.

Challenge: If there was the right social algorithm in a banking and financial education site, would it invite enthusiastic user participation for women and their money in a way that caused them to become more engaged and gain more wealth?

Resulting Discovery: Women ages 25-55 make financial moves based on what they learn socially from other women.

The Design Thinking Process Involved:

• Research Problem & Problem Statement: Preliminary user research for Discovery. Problem statement and hypothesis developed.

• Value Proposition: Key business objectives & UX attributes that influence success

• Product Strategy: Target product and consumer attributes aligning business goals, user needs, and brand communication

• Competitive Audit: User interface evaluation, SWOT analysis done in Ellevest, Mint, Public

• Heuristic Evaluation for Complimentary Functionality

• Key Performance Indicators

• User Research & User Roles: User research interviews to determine most desired asset in a banking website

• Personas & Journey Mapping: Three personas based on roles. Journey map for 1 persona.

• User Flow & Site Map: User flow in Lucidchart to determine how user will navigate their journey. Site map in Miro.

• A/B Testing: Based on user testing findings tested three components of website. Reiterated based on results.

View Full Case Study Here: