Explore the world of investments
Investigating possibilities of improvement on the investment brokerage App experience.
Date
February 2022 - March 2022
Roles
Research and dynamics
Study of limitations and regulations
Benchmark
Interface creation
Usability tests
Handoff
Challenge
Identifying opportunities for improvements in the App experience, aiming to offer a more interactive and personalized experience that not only pleases users, but also empowers and encourages them to invest with greater recurrence, security and assertiveness.
Scenario
The project was born on the initiative of the UX team itself: while the Desktop version received updates and new products regularly, our App was outdated. Users frequently comment that they used the App to track investments, but would like something more personalized.
1 - CSD Matrix with the squad (summarized)
Suppositions
(we are not sure)
"I think that"...
customers may feel more comfortable with interfaces similar to other popular apps
It needs to be constantly updated. Will we achieve this in other areas?
making the app more interactive and dynamic can increase the customer's time within the solution
I think the customer will be confused with too many options
customers are interested in knowing what is trending (selling well)
recommendations from experts would be more attractive
explore area is a good place to store favorite products
users are interested in consuming content quickly within the app.
would users access stories within our app?
how often will the story content be updated?
do customers understand the behavior of “favoriting” that product?
do clients understand the focus of each session?
is there any legal problem with us making these recommendations?
what are users’ preferred recommendation criteria? More profitable? Best sellers?
Where would customers look for this functionality? Would they be on the menu? Is it important to stay next to home?
Are the areas interested in stories? Since they don't use their own Instagram with this content?
Doubts
(we need to find out)
"What is"...
Certainties
(what we already know)
"I am sure that"...
Marketing needs to have a space to work on campaigns in the app as well.
our app is “stalled”, lacking new features
customers with little investment experience find it difficult to start investing through the app
beginner and educational clients like to follow investment experts and watch content on YouTube and Instagram
Internal search
Qualitative research with semi-structured interviews and an 8-second test with 12 employees who were unfamiliar with the project.
Segmentation of different sectors and positions, with different levels of understanding about investment and different age groups.
Main objectives: validate hypotheses and business opportunities raised by the squad, in addition to collecting feedback and maturing ideas.
8-second test
We seek to understand what information users can visually scan more easily, evaluating whether the objective of the page is clear.
In other words, how efficient the design is.
Elements that draw the most attention:
35%
List of products
24%
Stories and videos
14%
Yield / growth information
27%
Others (Search, News...)
Reference: UX Collective Br - 3 maneiras rápidas de eficientes de testar a usabilidades do seu produto
What is expected to find in the tool:
56%
Product information and new product suggestions
22%
News related to your investments or opportunities
22%
Tutorials, in-app news or educational content
Sections that users liked the most:
1 - Best investments
2 - Stories
3 - News
4 - More profitable
5 - Analysis
6 - Best sellers
Objectives achieved:
Validating functionality and relevance of the solution, both for users and for the company itself.
Definition of rules for each section of the page. The conversations brought up many insights and allowed for a better understanding of technical limitations and business or regulatory rules.
Understanding levels of relevance and priority of features.
Test with end-users
Qualitative research, a semi-structured interviews with 8 active clients (had already deposited and invested).
Segmentation of people who invest alone or with the support of an advisor, with different levels of understanding about investing and different age groups.
Main objectives: Understanding content consumption habits and final validation of the interface.
Regarding content consumption, we found that:
Users look for more personalized content, according to their level of understanding.
Users that understand little about investments prefer
quick and summarized content.
Users with greater knowledge about investments prefer detailed content to carry out
their own analysis.
They don't like tips so much.
Objectives achieved
User interface validation.
Defining the level of importance and behavior of each functionality, guiding adjustments for the final version and prioritization for the development team.
We took the opportunity to include the topic in card sortings and dynamics of other research that took place simultaneously. We were able to validate and define the most appropriate location (information hierarchy), icon and name for the new functionality.
Explore the world of investments
Investigating possibilities of improvement on the investment brokerage App experience.
Date
February 2022 - March 2022
Roles
Research and dynamics
Study of limitations and regulations
Benchmark
Interface creation
Usability tests
Handoff
Challenge
Identifying opportunities for improvements in the App experience, aiming to offer a more interactive and personalized experience that not only pleases users, but also empowers and encourages them to invest with greater recurrence, security and assertiveness.
Scenario
The project was born on the initiative of the UX team itself: while the Desktop version received updates and new products regularly, our App was outdated. Users frequently comment that they used the App to track investments, but would like something more personalized.
would users access stories within our app?
how often will the story content be updated?
do customers understand the behavior of “favoriting” that product?
do clients understand the focus of each session?
is there any legal problem with us making these recommendations?
what are users’ preferred recommendation criteria? More profitable? Best sellers?
Where would customers look for this functionality? Would they be on the menu? Is it important to stay next to home?
Are the areas interested in stories? Since they don't use their own Instagram with this content?
Doubts
(we need to find out)
"What is"...
1 - CSD Matrix with the squad (summarized)
Certainties
(what we already know)
"I am sure that"...
Marketing needs to have a space to work on campaigns in the app as well.
our app is “stalled”, lacking new features
customers with little investment experience find it difficult to start investing through the app
beginner and educational clients like to follow investment experts and watch content on YouTube and Instagram
Suppositions
(we are not sure)
"I think that"...
customers may feel more comfortable with interfaces similar to other popular apps
It needs to be constantly updated. Will we achieve this in other areas?
making the app more interactive and dynamic can increase the customer's time within the solution
I think the customer will be confused with too many options
customers are interested in knowing what is trending (selling well)
recommendations from experts would be more attractive
explore area is a good place to store favorite products
users are interested in consuming content quickly within the app.
Handoff
7
6
5
4
3
2
1
Search for products or functions: profitability, funds...
1
Stories with short content of tips, news, quick information and expert recommendations.
2
Updates from the market, new products, new App features and even relevant news.
3
Best investments with expert recommendations, according to your profile and preferences.
4
Analyzes with more detailed content, taking advantage of material already created for the Analysis Portal.
5
More profitable as a product comparator, and users want it to evolve into something more complete.
6
Best sellers complementing the comparison. It is valid information, but not decisive for users.
7
Home and Stories
Search and Results
Analysis and strategies for each profile
Final reflection
All those interviewed in the internal survey (with company employees) stated that the tool would encourage them to invest more and in new products. On the other hand, only 25% of customers agreed with the same statement in the external survey.
Despite the previous contrast, we validated the functionality and relevance of the solution with many positive feedbacks from real users. But its great value lies in its informative potential, bringing together news, analyzes and news that help investors put together their investment strategies.
Conversion to purchasing products will occur indirectly, as users feel informed and confident to invest.
The main value of the tool is to break the paradigm that the financial market is complicated and inaccessible for many people. Órama has in its history dedicated to democratize investments and now makes another important advance.
Test with end-users
Qualitative research, a semi-structured interviews with 8 active clients (had already deposited and invested).
Segmentation of people who invest alone or with the support of an advisor, with different levels of understanding about investing and different age groups.
Main objectives: Understanding content consumption habits and final validation of the interface.
Regarding content consumption, we found that:
Users look for more personalized content, according to their level of understanding.
Users that understand little about investments prefer quick and summarized content.
Users with greater knowledge about investments prefer detailed content to carry out their own analysis.
They don't like tips so much.
Objectives achieved
User interface validation.
Defining the level of importance and behavior of each functionality, guiding adjustments for the final version and prioritization for the development team.
We took the opportunity to include the topic in card sortings and dynamics of other research that took place simultaneously. We were able to validate and define the most appropriate location (information hierarchy), icon and name for the new functionality.
Internal search
Qualitative research with semi-structured interviews and an 8-second test with 12 employees who were unfamiliar with the project.
Segmentation of different sectors and positions, with different levels of understanding about investment and different age groups.
Main objectives: validate hypotheses and business opportunities raised by the squad, in addition to collecting feedback and maturing ideas.
8-second test
We seek to understand what information users can visually scan more easily, evaluating whether the objective of the page is clear.
In other words, how efficient the design is.
Elements that draw the most attention:
35%
List of products
24%
Stories and videos
14%
Yield / growth information
27%
Others (Search, News...)
Reference: UX Collective Br - 3 maneiras rápidas de eficientes de testar a usabilidades do seu produto
What is expected to find in the tool:
56%
Product information and new product suggestions
22%
News related to your investments or opportunities
22%
Tutorials, in-app news or educational content
Sections that users liked the most:
1 - Best investments
2 - Stories
3 - News
4 - More profitable
5 - Analysis
6 - Best sellers
Objectives achieved:
Validating functionality and relevance of the solution, both for users and for the company itself.
Definition of rules for each section of the page. The conversations brought up many insights and allowed for a better understanding of technical limitations and business or regulatory rules.
Understanding levels of relevance and priority of features.
Handoff
Search for products or functions: profitability, funds...
Stories with short content of tips, news, quick information and expert recommendations.
Updates from the market, new products, new App features and even relevant news.
Best investments with expert recommendations, according to your profile and preferences.
Analyzes with more detailed content, taking advantage of material already created for the Analysis Portal.
More profitable as a product comparator, and users want it to evolve into something more complete.
Best sellers complementing the comparison. It is valid information, but not decisive for users.
Home and Stories
Search and Results
Analysis and strategies for each profile
Final reflection
All those interviewed in the internal survey (with company employees) stated that the tool would encourage them to invest more and in new products. On the other hand, only 25% of customers agreed with the same statement in the external survey.
Despite the previous contrast, we validated the functionality and relevance of the solution with many positive feedbacks from real users. But its great value lies in its informative potential, bringing together news, analyzes and news that help investors put together their investment strategies.
Conversion to purchasing products will occur indirectly, as users feel informed and confident to invest.
The main value of the tool is to break the paradigm that the financial market is complicated and inaccessible for many people. Órama has in its history dedicated to democratize investments and now makes another important advance.
Contact
Investigating possibilities of improvement on the investment brokerage App experience.
Explore the world of investments
Date
February 2022 - March 2022
Scenario
Roles
Research and dynamics
Study of limitations and regulations
Benchmark
Interface creation
Usability tests
Handoff
The project was born on the initiative of the UX team itself: while the Desktop version received updates and new products regularly, our App was outdated. Users frequently comment that they used the App to track investments, but would like something more personalized.
Challenge
Identifying opportunities for improvements in the App experience, aiming to offer a more interactive and personalized experience that not only pleases users, but also empowers and encourages them to invest with greater recurrence, security and assertiveness.
1 - CSD Matrix with the squad (summarized and translated version)
Certainties
(what we already know)
"I am sure that"...
Suppositions
(we are not sure)
"I think that"...
Doubts
(we need to find out)
"What is"...
Marketing needs to have a space to work on campaigns in the app as well.
our app is “stalled”, lacking new features
customers with little investment experience find it difficult to start investing through the app
customers may feel more comfortable with interfaces similar to other popular apps
It needs to be constantly updated. Will we achieve this in other areas?
making the app more interactive and dynamic can increase the customer's time within the solution
would users access stories within our app?
how often will the story content be updated?
do customers understand the behavior of “favoriting” that product?
do clients understand the focus of each session?
is there any legal problem with us making these recommendations?
what are users’ preferred recommendation criteria? More profitable? Best sellers?
Where would customers look for this functionality? Would they be on the menu? Is it important to stay next to home?
Are the areas interested in stories? Since they don't use their own Instagram with this content?
I think the customer will be confused with too many options
customers are interested in knowing what is trending (selling well)
recommendations from experts would be more attractive
explore area is a good place to store favorite products
users are interested in consuming content quickly within the app.
beginner and educational clients like to follow investment experts and watch content on YouTube and Instagram
Internal search
Qualitative research with semi-structured interviews and an 8-second test with 12 employees who were unfamiliar with the project.
Segmentation of different sectors and positions, with different levels of understanding about investment and different age groups.
Main objectives: validate hypotheses and business opportunities raised by the squad, in addition to collecting feedback and maturing ideas.
8-second test
We seek to understand what information users can visually scan more easily, evaluating whether the objective of the page is clear.
In other words, how efficient the design is.
Elements that draw the most attention:
35%
List of products
24%
Stories and videos
14%
Yield / growth information
27%
Others (Search, News...)
Reference: UX Collective Br - 3 maneiras rápidas de eficientes de testar a usabilidades do seu produto
What is expected to find in the tool:
56%
Product information and new product suggestions
22%
News related to your investments or opportunities
22%
Tutorials, in-app news or educational content
Sections that users liked the most:
1 - Best investments
2 - Stories
3 - News
4 - More profitable
5 - Analysis
6 - Best sellers
Objectives achieved:
Validating functionality and relevance of the solution, both for users and for the company itself.
Definition of rules for each section of the page. The conversations brought up many insights and allowed for a better understanding of technical limitations and business or regulatory rules.
Understanding levels of relevance and priority of features.
Test with end-users
Qualitative research, a semi-structured interviews with 8 active clients (had already deposited and invested).
Segmentation of people who invest alone or with the support of an advisor, with different levels of understanding about investing and different age groups.
Main objectives: Understanding content consumption habits and final validation of the interface.
Regarding content consumption, we found that:
Users look for more personalized content, according to their level of understanding.
Users that understand little about investments prefer quick and summarized content.
Users with greater knowledge about investments prefer detailed content to carry out their own analysis. They don't like tips so much.
Objectives achieved
User interface validation.
Defining the level of importance and behavior of each functionality, guiding adjustments for the final version and prioritization for the development team.
We took the opportunity to include the topic in card sortings and dynamics of other research that took place simultaneously. We were able to validate and define the most appropriate location (information hierarchy), icon and name for the new functionality.
Handoff
Search for products or functions: profitability, funds...
1
Stories with short content of tips, news, quick information and expert recommendations.
2
Updates from the market, new products, new App features and even relevant news.
3
Best investments with expert recommendations, according to your profile and preferences.
4
Analyzes with more detailed content, taking advantage of material already created for the Analysis Portal.
5
Best sellers complementing the comparison. It is valid information, but not decisive for users.
7
More profitable as a product comparator, and users want it to evolve into something more complete.
6
Home and Stories
Search and Results
Analysis and strategies for each profile
Final reflection
All those interviewed in the internal survey (with company employees) stated that the tool would encourage them to invest more and in new products. On the other hand, only 25% of customers agreed with the same statement in the external survey.
Despite the previous contrast, we validated the functionality and relevance of the solution with many positive feedbacks from real users. But its great value lies in its informative potential, bringing together news, analyzes and news that help investors put together their investment strategies.
Conversion to purchasing products will occur indirectly, as users feel informed and confident to invest.
The main value of the tool is to break the paradigm that the financial market is complicated and inaccessible for many people. Órama has in its history dedicated to democratize investments and now makes another important advance.