Fortuna

A website for women and money.

The Design Process

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.

The 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?

View Full Case Study Here:

Resulting Discovery:

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

Screen Shot 2021-02-12 at 8.04.37 AM.png

Screen Shot 2020-08-17 at 1.21.28 PM.png

Screen Shot 2020-08-17 at 1.21.37 PM.png

Screen Shot 2020-08-17 at 1.21.46 PM.png

Screen Shot 2020-08-17 at 1.21.54 PM.png

Screen Shot 2020-08-17 at 1.22.03 PM.png

Screen Shot 2020-08-17 at 1.22.11 PM.png

Screen Shot 2020-08-17 at 1.22.22 PM.png

Screen Shot 2020-08-17 at 1.22.30 PM.png

Screen Shot 2020-08-17 at 1.22.39 PM.png

Screen Shot 2020-08-17 at 1.22.47 PM.png

Screen Shot 2020-08-17 at 1.22.56 PM.png

Screen Shot 2020-08-17 at 1.23.05 PM.png

Screen Shot 2020-08-17 at 1.23.14 PM.png

Screen Shot 2020-08-17 at 1.23.24 PM.png

Screen Shot 2020-08-17 at 1.23.32 PM.png

Screen Shot 2020-08-17 at 1.23.41 PM.png

Screen Shot 2020-08-17 at 1.23.49 PM.png

Screen Shot 2020-08-17 at 1.24.16 PM.png

Screen Shot 2020-08-17 at 1.24.33 PM.png

Screen Shot 2020-08-17 at 1.24.46 PM.png

Screen Shot 2020-08-17 at 1.24.54 PM.png

Screen Shot 2020-08-17 at 1.25.01 PM.png

Screen Shot 2020-08-17 at 1.25.08 PM.png

Screen Shot 2020-08-17 at 1.25.15 PM.png

Screen Shot 2020-08-17 at 1.25.22 PM.png

Screen Shot 2020-08-17 at 1.25.29 PM.png

Screen Shot 2020-08-17 at 1.25.37 PM.png

Screen Shot 2020-08-17 at 1.25.45 PM.png

Screen Shot 2020-08-17 at 1.25.55 PM.png

Screen Shot 2020-08-17 at 1.26.02 PM.png

Screen Shot 2020-08-17 at 1.26.09 PM.png

Screen Shot 2020-08-17 at 1.26.18 PM.png

Screen Shot 2020-08-17 at 1.26.26 PM.png

Screen Shot 2020-08-17 at 1.26.35 PM.png

Screen Shot 2020-08-17 at 1.26.43 PM.png

Screen Shot 2020-08-17 at 1.26.50 PM.png

Screen Shot 2020-08-17 at 1.26.57 PM.png

Screen Shot 2020-08-17 at 1.27.04 PM.png

Screen Shot 2020-08-17 at 1.27.11 PM.png

Screen Shot 2020-08-17 at 1.27.20 PM.png

Screen Shot 2020-08-17 at 1.27.28 PM.png

Screen Shot 2020-08-17 at 1.27.35 PM.png

Screen Shot 2020-08-17 at 1.27.42 PM.png

Screen Shot 2020-08-17 at 1.27.49 PM.png

Screen Shot 2020-08-17 at 1.27.57 PM.png

Screen Shot 2020-08-17 at 1.28.05 PM.png

Screen Shot 2020-08-17 at 1.28.13 PM.png

Screen Shot 2020-08-17 at 2.03.15 PM.png

Screen Shot 2020-08-17 at 1.28.31 PM.png

Screen Shot 2020-08-17 at 1.28.39 PM.png

Screen Shot 2020-08-17 at 1.28.47 PM.png

Screen Shot 2020-08-17 at 1.28.55 PM.png

Screen Shot 2020-08-17 at 1.29.03 PM.png

Screen Shot 2020-08-17 at 1.29.10 PM.png

Screen Shot 2020-09-20 at 9.04.50 PM.png

Screen Shot 2020-09-15 at 10.36.33 PM.png

Screen Shot 2020-09-15 at 10.36.41 PM.png

Screen Shot 2020-09-15 at 10.36.48 PM.png

Screen Shot 2020-09-15 at 10.36.56 PM.png

Screen Shot 2020-09-15 at 10.37.03 PM.png

Screen Shot 2020-09-15 at 10.37.10 PM.png

Screen Shot 2020-09-20 at 8.59.04 PM.png

Screen Shot 2020-09-15 at 10.37.32 PM.png

Screen Shot 2020-09-20 at 8.58.40 PM.png

Screen Shot 2020-09-20 at 8.58.47 PM.png

Screen Shot 2021-01-15 at 11.47.34 AM.png

Screen Shot 2021-01-15 at 11.47.40 AM.png

Screen Shot 2021-01-15 at 11.47.47 AM.png

Screen Shot 2021-01-15 at 11.48.00 AM.png

Screen Shot 2021-01-15 at 11.48.06 AM.png

Screen Shot 2021-01-15 at 11.48.13 AM.png

Screen Shot 2021-01-15 at 11.48.22 AM.png

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.