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Ready-made investing
HL offers ready-made investments for clients who are unsure what to choose. From the data that was collected, there was a high drop-off rate from users especially on mobile devices. I was tasked to understand what the problem was and to increase conversion.
The approach
Define
Using moderated user testing with key user types, we identified that users would progress to steps in the journey and then become unsure of a question. They would then scroll up the page to look for answers, but the information wasn't there. They also struggled to find their way back to the journey as this was on the same page as all the product details.
Ideate
During this stage, having defined the problems and requirements, I looked at competitors and similar journeys, ready to conduct workshops with key stakeholders and other designers, aiming to capture ideas and any further requirements. Before the workshop, I emailed my colleagues to give them time to add ideas to the Miro board that we could discuss.
Low-fi wireframes
Once we had gathered as much information as possible I used Figma to create wireframes and map the journey flows. I then turned these into usable prototypes to test with clients. By testing the prototypes with participants from key user groups, I hoped to find the friction points in the journey and identify opportunities to increase conversion rates.
Wireframes showing the journey flow.
Presenting to stakeholders
After iterating on the wireframes, I started documenting my findings in Confluence so the entire UCD team could access them. I then presented the wireframes to stakeholders, to help them understand the process and decisions.
High fidelity designs
I had to create new components in Figma that covered all breakpoints. I then worked closely with the development team to create tickets for each component in Jira which included the requirements and functionality.
Each step of the journey is shown on a separate screen to make it clear on the choices to be made.
After the testing, we noticed that people were unsure of the most suitable options. We added a modal to give people more guidance.
The final step gave a summary of what was selected and the option to go back and chang/review the optons. When theuser selects 'Invest now', the next steps are to select the account. This part of the journey was out of scope.
The results
After 3 months of going live, the conversion had increased by 24% and the approach was adopted across similar journeys across the business.
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