Guided Wealth Portfolio
Using UX to help BECU members understand how to invest.
The Story
Investing is complicated and difficult to self-manage. Guided Wealth Portfolio (GWP) is a 3rd party automated 'robo advisor' algorithm that BECU partnered with to automate investing.
I created an onboarding flow that provides the information a user needs to confidently sign up for GWP.
Project Goals
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Provide BECU members with the information they need to understand a robo-advisor platform product
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Increase user confidence when deciding to enroll in GWP
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Design a hierarchy of information aligned to the order of importance to BECU members
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Increase sign-ups to 500 per quarter per year
UX Methods
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Contextual interviews with 5 BECU members
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Persona creation from interview data
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Journey map informed by interview data
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Cognitive walkthrough to evaluate GWP onboarding flow
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Usability testing to validate the following
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Vocabulary test to understand user knowledge of terms used in the product
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5-second test to understand initial user comprehension
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Stack rank to understand the value of data in order of importance
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System Usability Scale (SUS) to understand the overall performance
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Contextual interviews
Persona Creation
Journey Map
Cognitive Walkthrough
Meeting User Needs
By understanding our member's needs through user research, I designed the following features that appeared on the GWP product page.
Key insight No. 1
Basic financial literacy comes before investing, but members take steps out of order
Proposed solution
Added in an 'investing basics' section near the top of the product page funnel
Key insight No. 2
Members are unfamiliar with investment terms and concepts
Proposed solution
Use laymen's terms and tooltips where possible to explain unfamiliar terms
Key insight No. 3
Members need prompting to start investing
Resulting feature
Ensure the 'Invest Now' CTA is prominent on the page
Key insight No. 4
Members need to know how GWP works before they are willing to start the investment process
Resulting feature
The product page offered a step-by-step guide to how the process works
Key insight No. 5
Members want transparent information about fees
Resulting feature
Fees are displayed prominently
Key insight No. 6
Current GWP functionality does not support self-service
Resulting feature
Offer a prominent help section where members can call for human assistance
User Testing: 2 Rounds
Final Design
