Financial App Redesign: Improving User Experience & Engagement
Redesigned a financial tracking application to improve user engagement, resulting in a 47% increase in daily active users and a 32% increase in session duration.
Challenge
FinanceTrack's mobile app had a high churn rate of 35% and low engagement metrics despite having powerful financial tracking features. User research revealed that customers found the app difficult to navigate and visually overwhelming, leading to frustration and abandonment.
Solution
I led a comprehensive redesign of the app focusing on simplifying the user journey, implementing a cleaner visual hierarchy, and creating personalized dashboards. The new design prioritized the most-used features while making advanced functionality accessible through progressive disclosure.
Results
Within three months of launching the redesigned app, daily active users increased by 47%, average session duration improved by 32%, and the churn rate decreased from 35% to 18%. User satisfaction scores rose from 3.2/5 to 4.6/5.
My Approach
How we tackled this project from start to finish
User Research & Analysis
I conducted extensive user interviews, analyzed app usage data, and created user personas to understand pain points and identify opportunities for improvement. This research revealed that users valued the app's features but struggled with its complexity.
Information Architecture
I restructured the app's navigation and information hierarchy to create more intuitive user flows. This included card sorting exercises with users to determine the most logical grouping of features and information.
Visual Design & Prototyping
I developed a new visual design system that emphasized clarity and reduced cognitive load. The new interface used color strategically to highlight important information and guide users through complex financial data.
Testing & Iteration
I conducted usability testing with both existing and potential users, iterating on the design based on feedback. This iterative process ensured that the final product truly addressed user needs and pain points.
Client Feedback
The redesigned app has transformed how our customers interact with their financial data. What was once considered a necessary evil is now a daily tool that users genuinely enjoy using.
Product Manager, FinanceTrack
Hana's approach to redesigning our app was methodical and user-centered. She took the time to truly understand our users' needs and translated those insights into a design that has significantly improved our key metrics.
CEO, FinanceTrack
Next Steps
Building on the success of the redesign, we're now exploring adding AI-powered insights to provide personalized financial recommendations and further enhance the user experience.
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