Increased average app rating by 1/2 star.
500k new customers in the first month who started using goal tracking and investing programs on their own.
Simplified onboarding
Created access to live chat.
Edward Jones Mobile App
Redefining finance management for a new generation.
Edward Jones products had been stuck in the first generation of mobile apps for a decade, while the culture was mostly for high net worth customers above 50 years old, in a business casual suit.
When the world decided to make several leaps around 2019-20, it was time to catch up. I helped lead this turnaround to a leading example of finance management for contemporary folks for years to come.
A product design revolution powered the change in strategy, and amazing user experience created the predicted business value, restoring the faith in the design process.
When conducting user research, we discovered that EJ is perceived to be in the traditional sector of banking and that they have established trust with their customer base.
We conducted a total of 110 interviews with existing customers to create personas, gather requirements and confirm findings.
The key takeaway was that the app needed to cater to the long serving user base while attracting new customers and attracting them to automated investing, goal setting and other new services.
- Onboarding was not very clear.
- High value accounts were stagnant.
- Younger audience who wants more dynamism and control.
I created a new approach to the traditional financial app. By creating a goal oriented approach that enabled the user to have more control over their finances, the app would be immediately more accessible and compelling. This, coupled with advice from EJ’s experts meant that the user has the safety of making well informed choices.
I then conducted a thorough analysis, design thinking sessions and user acceptance testing (UAT) to fully develop and refine the approach.
User testing often becomes very sterile and results are not very useful due to the loss of context, as well as taking
users out of natural settings. So I started a series of semi-structured and moderated sessions called EJ cafe.
Existing users, as well as testers are invited to spend an hour with the creative team, test out prototypes, and engage
in creative discussion.
The prototypes themselves are high fidelity, with A/B and multivariate tests built in, and analytics recorded to go with
audio and video.
- Eliminate biases early
- Richer insights, deeper connections
- Form early adopters and organic promoters
- Repeat testers give a new dimension by having a consistent track record, unveiling long term trends
- Easy wins with executive team
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With more than 16+ years of experience, our team has become a leader in digital design and innovations.
All out automation confuses and complicates.
A human touch simplifies.
Account managers and 24/7 chat was enabled to generate and continue loyalty.
Real time analysis and simplified outlook for the predicted outcome of account values.
Notifications and useful suggestions, as well as personalized recommendations from managers.
Manage multiple funds for different purposes.
Different risk profiles without hassles.
Higher synergy between brick and mortar and mobile app.