Raiffeisen Investments
Context
DESCRIPTION
I worked on improving the core investment experience — from onboarding to first investment and retention. The app should be simple and clear for people who have never used such Investments apps. The main user goal is to make their first purchase of stocks or other financial instruments.
ROLE
Product Designer
YEAR
2022
User Persona
LOGIN AND PORTFOLIO
Problem: users find it difficult to open a brokerage account through the bank's mobile app.
Idea: if we enable users to open a brokerage account directly within the investment app and introduce a demo account, we expect to increase the Account Activation Rate.
Result: increase the Account Activation Rate (AAR) +3%
Idea: if we enable users to open a brokerage account directly within the investment app and introduce a demo account, we expect to increase the Account Activation Rate.
Result: increase the Account Activation Rate (AAR) +3%
EDUCATION
Problem: users don’t make their first investment due to low confidence and insufficient understanding of how investing works.
Idea: if we introduce an education section in the Profile and Portfolio screens, we expect to help users better understand investing and increase the conversion to the first investment.
Result: increase First Investment Conversion Rate
Idea: if we introduce an education section in the Profile and Portfolio screens, we expect to help users better understand investing and increase the conversion to the first investment.
Result: increase First Investment Conversion Rate
TOP UP AND STOCK BUYING SCREENS
Problem: users drop off from the stock purchase flow when they realize they don’t have enough funds. They are forced to navigate back to the portfolio and manually find the top-up section, which adds friction and increases time to complete the action, ultimately lowering Conversion Rate (CR).
Idea: if we allow users to top up their balance directly from the stock buying screen with a pre-filled amount, we expect to reduce drop-offs and increase the purchase Conversion Rate (CR).
Result: increase Purchase Conversion Rate (CR), decrease Drop-off rate on buying screen
Idea: if we allow users to top up their balance directly from the stock buying screen with a pre-filled amount, we expect to reduce drop-offs and increase the purchase Conversion Rate (CR).
Result: increase Purchase Conversion Rate (CR), decrease Drop-off rate on buying screen
Reducing complexity had the biggest impact on growth. Clear next steps outperform feature-heavy solutions. User can view detailed information and a chart, proceed to the order screen, and select the order type, the account to purchase from, and the quantity. Fill in all details completely and confirm the order to buy the stock. Trust is critical in financial products.
KEY TAKEAWEYS
3. Design
CARD DELIVERY
Problem: users are unable to receive their card because the delivery date and time are inconvenient, and there is no option to modify them.
Idea: if we introduce the ability to reschedule card delivery date and time on the delivery waiting screen, it will increase the Account Activation Rate (AAR) by 5%
Result: account Activation Rate (AAR) + 1%
Idea: if we introduce the ability to reschedule card delivery date and time on the delivery waiting screen, it will increase the Account Activation Rate (AAR) by 5%
Result: account Activation Rate (AAR) + 1%
CHAT
Problem: users rely on customer support to learn how to buy stocks, indicating a lack of accessible in-product guidance.
Idea: if we transform the chat into a self-service channel with guided answers and educational content, we expect to increase self-service usage and reduce support load.
Result: decrease Ticket Reduction Rate (Business Impact), increase Self-Service Resolution Rate, increase Prompt Click Rate.
Idea: if we transform the chat into a self-service channel with guided answers and educational content, we expect to increase self-service usage and reduce support load.
Result: decrease Ticket Reduction Rate (Business Impact), increase Self-Service Resolution Rate, increase Prompt Click Rate.
