THULFIQAR ALI
24h
60m
60s
Case study
Designing the best mobile financial experience for
the mass affluents
Expertise
User Interface
User-Centered Design
User Research
Prototyping
Information Architecture
Interaction Design
Usability Testing
Inclusive Design
Overview
Role
HAVE Bank is a Berlin-based fintech startup, with the mission to be the first European digital bank integrating banking with trading and wealth management in an integrated, seamless mobile application tailored for the mass affluent market. Customers would be able to organise, invest and grow their money through a one-stop solution.
I stepped into the role of Senior Product Designer with a small, ambitious team. I led the end-to-end design direction of the mobile experience, integrating the new brand identity and ensuring that every product feature offered users an outstanding experience.
I worked closely with the founders, product leads and developers, as we collectively shaped a product that was poised for a successful launch to the wider market.
Timeline: founded/ joined in September 2021 - November 2023
Business goals
1
Empower Financial Well-being
Design and introduce a one-stop solution for banking, trading, and data-driven wealth management, all within a single app to provide tailored financial experience.
2
Streamline User Experience
Unify the user experience and simplify complex processes to provide a seamless, hassle-free journey for our clients to access all their financial tools in one place.
3
Personalize Financial Solutions
Use data-driven approach to address client's individual financial needs were not just met but understood, offering them peace-of-mind through personalized solutions.
What our user base
is saying
User sessions
Before delving into the solution phase, I aimed to align user problems with our business goals. In this stage, I analysed user sessions, market research materials, and conducted interviews to guide us through the design process.
"I would like to have a convenient, personalised and reliable mobile banking and investment experience which enables me to control all my personal finances."
Amanda, 38, HR Global Lead
Design the right thing
Main client problems
1
Navigating Complexity
Users struggle with convoluted interfaces, unclear terminology, and intricate processes, leading to a sense of bewilderment during their banking and trading interactions.
2
Generic Offerings
Users desire more tailored services and recommendations, feeling underserved by one-size-fits-all approaches. Adding a layer of personalisation could enhance user satisfaction and engagement.
3
Fears of Financial Vulnerability
Users express concerns about the safety of their transactions, data, and overall financial security, creating a sense of unease and hesitancy in engaging fully with the banking and trading processes.
Design principles
After discovering these values in our customers, I realised that to create delightful mobile banking app, our design had to be:
Optimized for Simplicity
Simplify data comprehension and present valuable insights to users with the least amount of interaction required.
Adaptable
Accomodate a new spectrum of users, their needs, and the financial instruments they use.
Product Excellence
Overdeliver on user expectations with design, delighting users through their financial journey.
Low-fidelity
explorations
The Information Architecture has been developed based on user mental models, ensuring a clear and intuitive structure. I utilised practices such as 'Card Sorting' to arrange components according to user preferences and simplify the navigation.
Crafting advanced App features from the ground up
Through user research and early prototypes, we identified a common challenge: people face fragmented financial management across various apps for banking, trading, and wealth management. In response, we introduced innovative features to seamlessly unite these aspects, setting us apart without a complete banking overhaul. Notable additions include a fully digital onboarding process, diverse investment products, and a financial strategy toolkit.
Design things right
Every function in
its own place
The app's standout feature lies in its ability to provide a distinct and wide range of financial services (banking, trading, wealth). To enhance user clarity and speed, my approach was to design each service as an independent module, adhering to the law of common region.
Enhanced glanceability and scalability.
I adopted a distinctive approach in designing the Super App dashboards to set apart the HAVE bank app. Rather than opting for a single "home" view, I aimed for a more seamless experience by providing four primary views, each with its unique focus, thoughtfully arranged from the user's perspective.
The main dashboard offers users a comprehensive overview of their finances, focusing on the present with essential actions like payments and quick access to primary functions. Simultaneously, the "transactions" dashboard, serving as the default place for financial transfers, provides users with control over their transactions and financial activity, allowing them to take actions directly.
On the other hand, the "discover" dashboard serves as a gateway to a buffet of opportunities and tailored financial products, emphasising exploration. The Strategy view capitalises on user data and activity, introducing innovative features such as a smart projection module – a visualisation of a user's potential financial future with options to automate certain processes to achieve their financial goals.
Sleek Design, Strong Security: Card Experience with Virtual Ease
Beyond crafting a unique and streamlined card design for both Premium and Basic users, I've prioritised ensuring the app's security and safeguarding user privacy. Robust security measures have been implemented to protect users' personal and financial information, addressing a critical concern for those engaging with financial applications.
To mitigate potential issues like loss, theft, or damage, we introduced the use of virtual cards as an alternative to physical ones. Users can seamlessly order a physical card directly from the app and manage all their cards from a single view, enhancing both convenience and security.
Designing tailored solutions for every financial explorer to invest with confidence.
Solving the intricate challenge of designing investment and trading features, I adopted a user-centric approach that considered the diverse spectrum of our user base, ranging from novice traders to seasoned investors. Conducting extensive user interviews, thorough market research, and engaging with industry experts formed the bedrock of my design process. The goal was to cultivate an experience that not only simplifies the complexities of multi-transaction investments but also instills a sense of security, ease, cost-effectiveness, and efficiency.
I strategically integrated these capabilities with our existing banking and smart project features. This cohesive approach ensures users have a comprehensive solution to navigate their financial journey, offering a holistic and efficient path towards realising their financial goals.
Creating banking design system
I collaborated closely with the development team throughout the project, leveraging their unique skill sets to craft a cohesive banking design system. This involved meticulous planning to synchronise user flows and design efforts with developers' priorities, enabling concurrent development and optimising time. I actively assisted and challenged the developers to explore innovative solutions, ensuring the final outcome not only met users' needs but also adhered to the elevated standards set for the product vision
Key project takeaways
Positive outcome and good collaboration
Holistic Financial Platform
Crafted a comprehensive super banking app that seamlessly integrates traditional banking, investment, and trading features, providing users with a one-stop solution for their financial needs.
Innovation for Financial Growth
Introduced innovative financial features to empower users in managing and growing their money. Embracing varied constraints prompted creative problem-solving, resulting in novel approaches to address distinct challenges.
Optimized Resource Utilization
Overcame limited team resources by leveraging existing design systems, strategically aligning with Apple's Human Interface guidelines and Google's Material design. This approach expedited the design process without compromising quality.
User-Centric Approach
Prioritized user needs and expectations throughout the design process, resulting in a user-friendly and impactful financial app that resonates with diverse user preferences.
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