BankBazaar.com . 2019
Enhancing user engagement at BankBazaar.com
Role.
User Research
UX Designer
Visual Design
Team.
Product Design
Timeline.
3 months
Industry.
FinTech
Context
BankBazaar.com is a B2C fintech company offering financial products to customers: loans, co-branded credit cards & an online platform offering free credit scores.
The Problem
Although product emails and pop-up modals had been functioning as intended, the team was faced with a gap between actual user behaviour and expected outcomes. This prompted us to address the decline in user satisfaction and engagement. To bridge this gap, our goal was to redesign the emails and pop-up modals, to provide an engaging experience for users, ultimately increasing user retention and satisfaction.
Outcome
A/B testing verified that the new designs were performing better than the static visuals. The redesigned pop-up modals led to a significant increase in user engagement and click rates by achieving a 25% increase in click rate within the first month of implementation.
What I did
Research & Analysis: I studied competitor brands and industry trends to gather insights within the FinTech domain. Whilst BankBazaar's designs for both emails and pop-ups were consistent with those of major FinTech brands, particularly banks, the ROI wasn't up to the mark. This prompted us to think outside the box for solutions.
Wireframing & Prototyping: I worked with a content writer to design low-fidelity prototypes, presented them to the team and iteratively refined them based on feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted A/B testing to narrow down the designs that performed well. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: Mockups were drawn prioritising visual design principles to optimise eye movement and readability. We also used animated visuals within the emails and pop-up modals. I maintained a cohesive visual language, including colour schemes, typography, and iconography, ensuring consistency throughout the product.
200%
increase in Click Through Rate, click rate and open rate
71,417
Total downloads that quarter
25%
increase in click rate within the first month of implementation.
Results and impact.
A/B testing verified that the new designs were performing better than the static visuals.