Raisin - Redesign

Raisin is a comprehensive web-based banking platform empowering users to effortlessly manage and open multiple savings and CD accounts, consolidating their finances in one convenient location. In the fourth quarter, we meticulously orchestrated a redesign strategy unfolding in three distinct phases. Initially, our focus was on seamlessly transitioning users from SaveBetter to the enhanced SaveBetter by Raisin experience, while harmonizing the interface with Raisin's branded colors and components (see palettes below). We proceeded with the second phase by integrating the official Raisin logo, signifying a deeper alignment with our overarching brand identity. During the final phase, we redesigned our homepage to reflect the preferences of our audience and align with our current business objectives.

HQ

HQ

Berlin, Germany

Founded

Founded

2006

Industry

Industry

Financial Tech

Revenue

Revenue

$1.578 billion (2019)

Company size

Company size

700+

Challenge

The web app was missing an area to digest a summary of their overall information, making it difficult for users to navigate and find essential features. Users were facing issues with the onboarding process, which was affecting new user adoption rates. The app lacked personalization and customization options, making it less engaging and user-friendly.

Results

The redesigned app features a clean, clutter-free interface, making it easier for users to navigate and access essential features.

The improved onboarding process resulted in a 35% increase in new user adoption rates.

The addition of personalization and customization options enhanced user engagement, leading to a 25% increase in user retention rates.

Process

Define key metrics: Collaborating with stakeholders, we defined key performance indicators (KPIs) and metrics that the homepage needed to track and display. These metrics were aligned with both user goals and organizational priorities.

Prioritize features: Utilizing techniques such as user story mapping and impact mapping, we prioritized homepage features based on user needs and business value. We focused on delivering the most valuable features first, iterating based on user feedback and data insights.

Iterate based on feedback: We adopted an iterative approach to design and development, making small, incremental changes based on user feedback and data insights. This allowed us to continuously refine and improve the homepage to better meet user needs.

Focus on simplicity and clarity: We kept the homepage interface simple and intuitive, avoiding clutter and unnecessary complexity. Clear and concise language, visual hierarchy, and intuitive navigation were employed to help users quickly understand and interact with the homepage.

Enable customization: We provided users with the ability to customize the homepage to suit their preferences and workflow. Users could personalize the layout, select which metrics to display, and set custom filters or parameters.

Monitor and analyze usage: We tracked user interactions with the homepage over time to identify usage patterns, popular features, and areas of low engagement. By using heat maps, googles analytics and user feedback informed future iterations and improvements.

Throughout this process, we balanced the workload of the frontend team by reusing existing components wherever possible. This ensured that we could achieve our redesign goals without overburdening the team.

Gathering insights

After collecting the recordings from the user interviews, I conducted affinity mapping with my teammate to synthesise the pains identified. We grouped these problems under common themes and features in the platform.

Narrowing down the scope of work

From conducting interviews with seven users on the current Audience wizard, we identified these primary problems: 57% of users felt that the setup process of the wizard was laborious. Frustration was expressed by 29% of users because the 'Next' button was not active, leaving them unable to distinguish the required fields that they missed. Due to the absence of a distinct visual hierarchy, 29% reported it easy to overlook field entries.

Based on the user interviews conducted with 5 high-affluent users on Userlytics, several key issues were identified:

Complexity in Understanding the Main Website: Users expressed difficulty in grasping the main website's content and purpose. This suggests a possible need for clearer messaging or improved navigation to help users understand the site more easily.

Frustration with Product Table Navigation: Some users found the product table challenging to navigate. Specifically, they mentioned difficulties in identifying the best products because only a maximum of 3 products were shown. This indicates a need for improvements in how products are displayed and navigated within the table.

Issues with Visual Hierarchy in Form Inputs: A majority of users noted that they found it easy to miss filling out certain CTAs due to a lack of visual hierarchy. This suggests that there might be issues with the design or layout of form inputs, making it hard for users to notice and interact with them effectively.

These findings highlight specific areas where improvements can be made to enhance user experience on the website, particularly focusing on clarity of information presentation, ease of navigation within product listings, and optimizing visual hierarchy in form inputs to improve usability.

Optimizing the homepage through user research and analytics

Based on user research, we reworked the homepage to better align with user needs and preferences. By monitoring user interactions, identifying usage patterns, and leveraging analytics tools and feedback, we continuously iterated and enhanced the homepage to improve engagement and user experience.

Validating the designs

Based on user research, we redesigned the homepage to better align with user needs and preferences. By monitoring user interactions, identifying usage patterns, and leveraging analytics tools and feedback, we continuously iterated and enhanced the homepage. This resulted in a successful new homepage, evidenced by a significant reduction in angry click rates and improved staying time on the website. Next, we will analyze heat maps to further compare its performance with the previous version.

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