Background

I created an "Offers" area in the Simplii Financial app and online banking to show personalized deals. Followed both new branding design styles, blending well with the existing app.

TIMELINE

Feb 2023 - Dec 2023

my role

Solo Sr. UX designer and visual designer

business issue

Clients do not have a consolidated section within Simplii Financial Native app or OLB secured space where they can view all offers that they are eligible.

Project Goals

• The business would like to develop an exclusive offer section within native app and OLB titled "Offers".
• Within that offers page, clients would be presented with various tiles (cards) that would represent the different offers the client is eligible for.
  
• The mock up should be designed in the old and new brand guidelines. It should also be mocked up with the existing app design and Platform modernization designs.

Competitor Analysis

I conducted an in-depth review of the offers pages from leading products in the market to see how they arrange content and design their offer cards.

I analyzed the strategic approaches behind these designs, including the use of colour, typography, imagery, and the overall layout, to understand how they capture user attention and encourage interaction.

Design exploration

I experimented with responsive layouts, including a two-column grid with photography, a one-column format, and options with icons, shadows, and borders.

I used both the old and new Simplii branding to anticipate the rebranding period. These designs were critiqued with the product owner, design director, and UX researcher and were refined to ensure they met Simplii’s functional and aesthetic standards.

The Challenge I faced

A key challenge was aligning the design with development, managing discrepancies to ensure the final product matched the design in Figma.

User testing

Research team conducted two usability tests. I made prototype in fictional branding and logos.

1. On a mobile Figma prototype that I created, from April 10-12, 2023, with 9 participants aged 19-50 completing tasks and giving feedback.

2. A survey on the desktop version was held from May 5-6, 2023, involving 205 digital banking users who answered 7 questions about the offers list page.

All participants were recent digital banking users equipped with the necessary devices.

My design assumptions

1. Scrolling Down for Additional Offers:


• Participants scrolled down to find corresponding offers.
• They liked offers being listed by expiry date.

2. Text Amount for Headlines/Descriptions:

• Most participants liked the text amount and did not find it excessive.

3. Three-Menu Interface for Individual Offer Page:

• Participants found the three-menu interface confusing, as both the “Remind me later” and “No thank you” buttons redirected to the My Offers Page.

4. Navigating to the Second Partner-Focused “Offers” Tab:

• Participants successfully navigated to the second “Offers” tab.

5. Confusion Between Bank’s and Partners’ Offers Tabs:

• Participants were confused about the difference between the tabs, thinking the “Offers” tab contained more bank offers.

Mobile updates based on uxr results

1. Expiry dates were added to the Individual Offer Page for consistency after users found their absence confusing.

2. Offer codes were clarified as personalized by changing the button text to "Copy Your Code."

3. The "No Thank You" button was removed to eliminate redundancy and confusion about its function, streamlining the user experience.

Desktop Insights & Outcomes

1. No changes were needed for the My Offers List Page.

2. The term "Extras" was tested as a replacement for "Partner Offers" but confused participants; it was reverted back to "Partner Offers" for clarity.

3. A new UI experience displaying the status of previous offers (accepted or declined) was well-understood and effective.

4. Overall, participants found the desktop offers page user-friendly and satisfactory.

Final Recommendations from research team

Analytics tracking should be implemented on both the Simplii and the Partner Offers tab as participants find both tabs to be valuable therefore traffic should be equivalent between both pages.

Information/Copy

• Clear instructions how the promo code will be applied, no indication on whether code will be applied automatically or need to be written down

Feature Suggestions

• Add a list of expired and past offers
• Add a filter feature to filter offers
• Have a section showing upcoming offers
• Promo codes being applied automatically and linking directly to partner site

results

• 30% increase in offer redemption rates
• 25% growth in product sign-ups
  

key learnings

• Having a dedicated a Teams Channel for the project was very effective at increasing the speed of decision making.
• Our use of agile process, such as project team working sessions and rapid, informal research reporting saved time and allowed us create more design and research iterations.
  
• Make sure to include time for user research prototype creation into project timelines.
  
• Make sure copy is brought on early in the design and research process.
  
• Having preconstructed image assets for the research prototype greatly sped up prototype development.
  
• Have all project team members participate in user research activities as it aids later on in how best to implement research learnings.
  
• Consider analytics in the design and user research phase of projects and include them when making recommendations.