Company
Simplii Financial
Role
UX Designer
Industries
Personal Finance
Year
2022
This was a fast-paced, 8-hour UX design challenge: reimagine key screens of Simplii Financial's mobile app to better engage Gen Z users. The core requirements were a modern/clean design, a Gen Z focus, and a distinct personality (which I'll reveal shortly!). The goal? To bridge the gap between Simplii's mission of simplified money management and the needs of a digitally savvy generation.
Simplii Financial's mobile app has the potential to be a powerful tool for Gen Z, but it's currently missing key features that could drive engagement and encourage saving. User reviews reveal a desire for automated saving tools, like round-ups and percentage-based transfers, which are becoming standard in the mobile banking landscape. This represents a missed opportunity: to empower Gen Z to take control of their finances and build a stronger relationship with Simplii.
Within this tight timeframe, my role was multifaceted. I conducted online competitor and demographic research, analyzed user reviews, and, most importantly, acted as an advocate for Gen Z users. My focus was on translating Simplii Financial's brand values into a user-centered design that truly spoke to this target audience.
I started by diving deep into Simplii Financial's website. Understanding their mission, values, and target audience was crucial. Their emphasis on simplicity and ease of use resonated deeply: "Living simplii" isn't just a tagline; it's a promise. They aim to make managing money uncomplicated, and that's a goal I wholeheartedly embraced.
Next, I turned to the app store reviews. This provided invaluable insights into existing user frustrations and highlighted areas where the current mobile experience could be improved. It was crucial to understand what wasn't working before I could start thinking about solutions.
I then researched Gen Z's UX preferences. Three key features emerged as essential: immersive and intuitive navigation, easily accessible content, and a high level of functionality. Gen Z expects personalized experiences and seamless interactions. They want content immediately, ads only after they're invested, and the app to be highly functional. (Sources: WP Engine, Small Business Bonfire)
To truly empathize with the target user, I created a quick persona: Jenny.
With Jenny and Simplii's values in mind, I established core design principles to guide my redesign:
Personalization: A personalized home screen that greets users and allows them to set and track financial goals.
Bite-Sized Content: Concise widgets and visually appealing cards for clear and efficient information delivery.
Visual Appeal: Diverse imagery, color blocking, and graphic elements for a more engaging and modern aesthetic.
Simplified Navigation: A clear and intuitive menu for key actions (transfers, e-transfers, deposits, payments).
Home Screen: "The redesigned home screen greets Jenny by name and immediately shows her progress towards her sinking fund and rent fund. A personalized carousel displays relevant financial tips based on her saving goals."
Transactions: "The transaction view is streamlined, using clear icons and color-coding to categorize spending. A quick-swipe feature allows Jenny to easily toggle between accounts."
Goals: "The 'My Goals' section uses gamification elements, like progress bars and badges, to motivate Jenny and make saving fun."