Context
FINZ Money is a new mobile-first fintech company aimed at giving debt conscious users the benefits of a rewards credit card in a debit card. The subscription card aims to offer a personalised experience with unlimited cashback rewards and exclusive membership perks.
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Users are set monthly reward goals to collect cashback, to deposit funds, and to earn FINZ coins
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In reaching the goal users unlock perks to enjoy (such as a free coffee at Pret)
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Users can also take part in a series of challenges to unlock further benefits.
Test
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Finally, to test my design, gather feedback, and make changes before the product is built by engineers.
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Problem
To drive greater engagement in the rewards (perks/challenges) the card offers, and in turn encourage the user to make purchases with FINZ rather than an alternative, and helping them meet their monthly goals.
This engagement benefits the user and the business, helping build stronger retention, encouraging users to return to the product and keep paying for their subscription.
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Challenge engagement
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Getting users to engage and take part in the challenges to help them complete goals and open up access to more perks.
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2
Completion of challenges
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Getting users to complete challenges once they have been started.
For users to feel rewarded
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To encourage users to use their perks and feel rewarded.
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3
Design process
The design process followed the five step ‘design thinking’ approach.
Empathise
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Time to conduct research and understand user needs and how they think, feel and the challenges they face.
Define
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Next to understand the problem or user needs that my designs will address, based on the findings in the user research.​
Ideate
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Time to think, sketch and experiment to find an array of design solutions.
Prototype
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Next to bring my solution to life in the form of a functioning prototype.​
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Test
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Finally, to test my design, gather feedback, and make changes before the product is built by engineers.
Personas
Existing reward journey
Under the existing process users were set a series of goals to complete each month, including earning cashback, depositing funds, and collecting FINZ coins an in app rewards token. Completing the goals and closing the loop allows for users to progress a level and unlock perks. Completing the challenges helps to meet these goals by earning the user FINZ coins.
Rewards -
Challenge completion
Rewards -
Challenge available
Homescreen
Rewards -
Goal hitting perks
User testing insights
We tested the reward user journey with six participants to better understand how they access and use rewards available in the app. The key findings are outlined below.
Challenges/perks available aren’t clear​
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Users have to swipe through all the offers individually. Participants felt a scrollable list would be easier and quicker to interact with, making selecting a challenge easier.
Lack of information at the point of completing a challenge or goal
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Users felt underwhelmed at the point of completing a challenge or meeting their goal. They didn’t understand what perks had been unlocked as a result.
Lack of information post signing up for a challenge​
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Once a user has signed up they don’t receive any more information about the challenge. Users felt that they would forget about the challenge and would need prompting.
Customer journey mapping
Mapping the customer journey and using the research insights indicated that there are two key areas of concern for users accessing and using the rewards offered by the FINZ app.
New reward journey
Three key changes have been made to the reward journey to improve the user experience.
Challenge/perk navigation​
Menus of all the challenges and perks have been introduced to make the right selection quick and easy. No more swiping to search.
Introduction of reminders​
Active challenge icons have been added to the homepage to indicate the challenges that are in progress to win FINZ coins. Reminder notifications also provide a reminder of the challenge and how far they are through the journey.
More information about perks gained for completing goals​
Additional information has been added to perks screen to show when new perks have been unlocked as a result of completing goals.
New reward journey
The new reward journey takes into consideration the user insights, creating a process that is more user friendly and leaves them feeling more informed.
Discovery -
Reward sign up
Challenge/perk navigation​
Menus of all the challenges and perks have been introduced to make the right selection quick and easy. No more swiping to search.
Rewards -
Summary of challenges available
Rewards -
Challenge details and entry
Homepage
New reward journey
The new reward journey takes into consideration the user insights, creating a process that is more user friendly and leaves them feeling more informed.
Using -
Reminders
Introduction of reminders​
Active challenge icons have been added to the homepage to indicate the challenges that are in progress to win FINZ coins. Reminder notifications also provide a reminder of the challenge and how far they are through the journey.
Notification -
Challenge reminder
Homepage -
Challenge reminder icon
New reward journey
The new reward journey takes into consideration the user insights, creating a process that is more user friendly and leaves them feeling more informed.
Reward -
User benefit
More information about perks gained for completing goals​
Additional information has been added to perks screen to show when new perks have been unlocked as a result of completing goals.
Notification -
Challenge reminder
Rewards -
Goal hitting perks
Rewards -
Redeeming perk
Takeaway
My three takeaways for this design sprint.
Importance of agile working​
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To complete further low-fidelity testing to ensure the most agile approach to the design process as possible.
Further user testing
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To conduct another round of usability testing to see if the changes implemented improve the user experience.
The importance of feeling rewarded​
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To not overlook the importance of rewarding users for meeting goals and challenges.