Designing InvestOn - A Digital Advice Investing Product
BOK Financial
Project Overview
At BOK Financial, I was the sole UX designer and a significant contributor to the overall product design of InvestOn, a digital advice investing product designed to make investing more accessible to a broader range of customers. InvestOn provides users with a streamlined, user-friendly platform to receive personalized investment advice, track portfolio performance, and manage their financial goals. I was responsible for crafting an intuitive user experience that aligned with business objectives and empowered customers to take control of their investments.
Initial Challenges
Bringing InvestOn to life presented several challenges:
•Complex Investment Concepts: Investment products and strategies often overwhelm users unfamiliar with financial jargon or processes.
•User Confidence: Many prospective users lacked confidence in their ability to make financial decisions without professional guidance.
•System Integration: The platform needed to seamlessly integrate with BOK Financial’s existing infrastructure while offering a modern, engaging experience.
•Accessibility: Ensuring the product was inclusive and met WCAG standards was critical for serving a diverse user base.
Project Objectives
The primary goals for InvestOn were to:
1. Simplify Investing: Break down complex financial concepts into intuitive workflows and clear, actionable steps.
2. Build Trust and Confidence: Create features and content that educated users and reinforced their confidence in making investment decisions.
3. Drive Engagement: Encourage users to actively manage their portfolios by delivering a seamless and visually engaging experience.
4. Ensure Scalability: Apply an iterative design process and a unified design language to create a product that supports future features and maintains consistency across all components.
Methodology
To address these objectives, I followed a structured, user-centered design process:
1.User Research:
• Conducted interviews with potential users to understand their goals, pain points, and hesitations about digital investing.
• Analyzed behavioral data from BOK Financial’s digital platforms to identify patterns and opportunities.
2.Personas and Journey Mapping:
• Developed user personas representing key customer segments, including first-time investors and tech-savvy users.
• Mapped user journeys to highlight critical touchpoints and areas for improvement in the investing process.
3.Prototyping and Testing:
• Designed wireframes and interactive prototypes, iterating based on feedback from usability testing sessions.
• Focused on ensuring onboarding, goal-setting, and portfolio tracking flows were intuitive and engaging.
4.Collaboration and Iteration:
• Worked closely with product managers, developers, and compliance teams to align the design with technical and regulatory requirements.
• Designed from the start using the BOK UX design language, maintaining consistency across all digital products.
5.Accessibility and Inclusivity:
• Applied WCAG 2.0 standards throughout the design process, conducting accessibility audits and making iterative improvements.
Results & Impact
InvestOn launched successfully, achieving the following outcomes:
• Simplified Investing Experience: Usability testing revealed a 50% reduction in onboarding time, with users praising the clarity of the process.
• Increased User Engagement: Post-launch analytics showed a 35% increase in user activity, with significant growth in younger, first-time investors.
• Enhanced Customer Trust: Personalized features, such as tailored goal-setting tools and portfolio recommendations, increased user confidence, reflected in improved customer feedback scores.
• Scalable Foundation: The platform’s modular design system allowed for the seamless addition of new features, such as expanded portfolio analytics and educational content.
• Improved Accessibility: The product met WCAG compliance standards, ensuring inclusivity for all users, including those with disabilities.
Designing InvestOn was a rewarding challenge that demonstrated the power of user-centered design to simplify complex financial products. By breaking down barriers to investing and empowering users with intuitive tools, we delivered a product that not only aligned with BOK Financial’s goals but also positively impacted the financial journeys of its customers. This project reinforced my passion for designing experiences that make meaningful differences in people’s lives.