Plan A

My Role & Responsibilities

Main goal

Built the product from scratch
Quantitative and qualitative user research
CJM, Information Architecture, User Flows
AI integration

Create a financial app for efficient accounting and financial planning for a wide range of users, including Alfa-Bank clients and other users.

By examining more than 20 competitors in terms of tools available, we identified strengths and weaknesses in their user experience, design, and functionality. This analysis helped us identify functionality that might give our app a competitive advantage and attract users.

Competitive Analysis

While working on hypotheses we came up with 9 unique hypotheses which would direct our user interviews and find the main areas for development.
During the user interviews 6 out of 9 hypotheses were confirmed.

Hypotheses

User interviews provided valuable insights into the process of tracking finances and budgeting and helped identify target audience on the market of budget tracking.

User Interviews

😓

😭

😔

😕

😵

😳

🫣

❤️

After developing our first rendering of the app we went into usability testing with 16 hypotheses and 9 of them were confirmed which allowed us to implement 14 new solutions.

Usability Testing

AI-generated tips

Insights

AI-generated tips seem intrusive and annoying

People don't want to read too much text; it immediately turns them off

Solutions

People don't want to read too much text; it immediately turns them off

We've minimized the text and divided it into compact sections

We implemented personalized recommendations from AI based on the analyses of spending habits and income.

Solutions

Contextual tips from AI throughout the app with relevant and useful tips to simplify
the finance management.

The value of the app

New users

Converting app users into bank clients through the integration
of financial products.

Loyalty

Retention and increased loyalty among existing Alfa Bank clients.

Data collection

Studying financial behavior patterns of app users.

One control point

Connecting products from other banks
and keeping all finances in one place.

Financial advice

Providing personalized recommendations
and developing a financial planning strategy.

Personalization

Customizing app tools to suit individual needs: adding categories, creating goals.

For business:

For users:

The major takeaway for me from this project is the importance of effective team-work for achieving the desired results. Over the 15 weeks that we worked together, we had more than 40 team calls to discuss, brainstorm and design. I learnt how important it is to voice my ideas clearly, how to interact with teammates and, most importantly, how to solve problems, keeping the user and the business in mind. Apart from working in a team, we had a lot of practice creating presentations and actually presenting our ideas to stakeholders, who were the actual designers from Alfa-bank. I appreciated the opportunity to present and defend my ideas and solutions.

Takeaways