MoneyLion App

APP REDESIGN (2016)

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.

Role

As a sole designer in the company, I redesigned the app from the ground-up with a user-centric approach in mind to provide the right product recommendations at the right time.

Challenge

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.

  • The look and feel of the app was dark and hard to read, affecting comprehension and perceived value.
  • The navigation and naming of features didn't help users learn what else MoneyLion offered. They also found difficult to relate numbers with concepts.
  • New users often quit the app during onboarding, complaining about the company being pushy towards applying for loans upon download.

Opportunity

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:

Rapid prototyping and testing

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.

1. tabs
2. weekly analysis
3. feature snapshot

Visual Design

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.

VISUAL DESIGN EXPLORATIONS

Money Recommendations

Converting data into insights

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.

Balancing user and business needs

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.

Final design

After some iterations, we settled for a still blue-dominant UI applied in the top summary modules, and white cards showing specifics. The homepage now give users a sense of direction summarizing all their financial information while giving users quick insights, and offering loans when those insights indicate that the user might need help.

Today, the company is known for their role in improving people's finances with a holistic suite of products.
The app design and positive results after launch, opened the opportunity to a revamp of the web portal that uses a similar UX and UI.

RECAP

Impact

1 Million users in 2019

As of October 2019, we reached a million users, doubling our year over year number of users.

Removed feature silos

The home framework design took information out of the silos of features and pages, adding transparency to the app.

Added patterns to UI library

The card patterns were adopted by other teams and added to our official UI library.

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