The MoneyLion app is an all in one Personal Finance Management tool (PFM). After linking accounts to the app, MoneyLion estimates a customer's net worth, credit score, and provides recommendations based in the person's overall financial state.
The first version of the app helped users visualize their accounts in a single place, and apply for a loan. During a round of interviews with customers I found the reasons for which the app was falling short retaining users.
At the end of the research phase, I conducted a brainstorm to help the team align on opportunity areas for the design, derived from user problems:
In order to provide insightful financial information that actually helped people understand the state of their money, I produced several sets of concepts that doubled as rapid prototypes for user testing sessions.
We experimented with different types of content in the home screen:
The 3rd option worked best to balance engineering efforts, and user needs. We were able to work with data we already collected, and transform it into meaningful advice. For development, the card approach made easier to add/remove parts of the UI without compromising integrity.
Armed with visual potential examples, I demonstrated how the current predominantly dark corporate colors, applied to a mobile UI, lowered legibility. I created alternate solutions that would work better using other blue tones also available in the brand guidelines.
The UI became instantly positive and bright. This visual demonstration convinced the marketing and business stakeholders to lean towards a clear UI, optimized for screen communication, and consistent with the desktop platform.
In the final design rounds we decided that the iconography next to the titles was not visible. I also re-worked our old tab bar icons. The reward system that we planned before was going to be re-formulated, so we decided to give more weight to the personal finance summary in the app, giving it a place in the main navigation.
One of our goals was to provide advice to our customers based in their spending habits. The product team brainstormed different spending habits and situations people might want to avoid.
While the data science team worked with us to provide data that could inform these tips in the UI,
I took the data and concepts and created simple, easy to digest, actionable tips.
During testing, users didn't express interest when we showed them loan offers in our home screen, but this was crucial to the business.
We opted to present this inside our advice modules, tailoring the message to every person situation. This not only worked to offer loans, it also helped users be aware of their financial actions.
The app personalizes certain options and content to the current user, partly based on CRM data, and partly learning from the user’s most frequent behaviors.
22.5M in investment
With the new MoneyLion look and functionality, we attracted investors to make our product stronger and better.
4.4 stars in the app store
The mobile app gained traction among users, and we reached a 4.4 star rating.
4.5 stars on Trustpilot
Our users also felt confident about using MoneyLion on desktop. We earned higher ratings for it.