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The first step is to understand the root cause behind the high drop-off rate. Collaborating closely with our user researchers, I set out to uncover the reasons why users discontinued to open an account at this critical stage.
🔎 Data analysis: Using tools like Adjust, I mapped out the entire service experience and identified specific points where users were dissatisfied, focusing on the drop-off rates during the Value prop flow interaction.
Key findings:
📐Competitive benchmarking: I benchmarked our Value prop screen against industry-leading banking apps (in UK & GCC* market). This comparative analysis helped us:
Key findings:
* The GCC (The Gulf Cooperation Council) is an alliance of six Arab countries—Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates. These nations represent the primary target markets for Nomo Bank.
🗣️ Understanding customer needs:
I aim to uncover the deeper motivations and expectations of our users. Through user interviews and surveys, the user researcher and I explored two key questions:
These insights helped us understand not only why users might be dropping off but also what value propositions were missing or unclear on the screen.
Key findings:
To align with stakeholder goals, I worked hard to balance business objectives, PM timelines, and technical constraints from the start of design discovery.
In the sprint planning, I clearly outlined the requirements and make sure PM, tech, scrum masters, & senior leadership team all aligned with our goals and timelines.
💰 Business goals:
⌛ PM requirements:
🚧 Technical limitations:
Rather than redesigning at the corner, I facilitated a workshop with the compliance team, user researcher, and PM to determine the most relevant information to include and how to present it in order to engage customers effectively.
Design rationale:
Following the workshop, I refined two design options favored by most stakeholders and iterated on them in collaboration with cross-functional team (copy writers, PM, compliance team, design system designer...). Also, I worked closely with developers to ensure the technical feasibility of the solution before moving forward with user testing.
Iteration items:
However, at this point we faced resistance to user testing, as the Head of Product felt we were allocating too many resources and too much time for a single screen, viewing the testing as unnecessary. Thus he requested us to push for design solutions asap.
Senior stakeholders thought we could design the screen quickly without iterations and saw user testing as unnecessary.
However, because we're targeting high-net-worth customers in three countries with different needs, testing was crucial to address their different needs. The challenge is balancing business requirement with user experience.
To address conflicts between user experience priorities and business requirements, I proactively engaged senior stakeholders, emphasizing the value and necessity of UX testing in aligning user needs with business objectives.
Recognizing the constraints of time and resources, I advocated for a strategic approach: focusing testing efforts on the most critical and "high-risk" areas of the user experience. This targeted approach ensured we prioritized improvements that would have the greatest impact on user satisfaction and business outcomes.
Collaborating closely with the UX research team, I helped design and implement an optimized testing structure, streamlining processes and enhancing the efficiency of insights collection.
However, at this point we faced resistance to user testing, as the Head of Product felt we were allocating too many resources and too much time for a single screen, viewing the testing as unnecessary. Thus he requested us to push for design solutions asap.
I rapidly iterated the user flow in response to insights gathered from user testing.
Key iterations:
