USABILITY RESEARCH • UX DESIGN
Enrich Finance
Leading usability tests to design user-centered solutions.
Role
UX Designer
UX Reseacher
Duration
8 Weeks
Team
2 UX Designers
2 UX Researchers
Challenge
My Role
End Goal
Enrich is an AI-driven fintech startup focused on personalized financial recommendations for High Net Worth Individuals (HNWI’s). At the time, the product was in mid-fidelity and had never been seen by real users.
Our goal was to validate the concept, assess usability and visual design, and uncover actionable user insights to guide strategic design decisions.
Redesigned dashboard and pagination for a better UX
Ran usability tests and synthesized insights
Facilitated client workshop to align on improvements
Our work reshaped the company’s business and design priorities prior to their Beta 2 launch. We identified the “What-If Scenario” feature as a key differentiator, leading to critical refinements for a stronger beta launch. Our design recommendations were implemented into the product.
After this project, we were re-engaged two more times to support the rollout of the client's Beta 2 launch, including owning the design for the onboarding process (currently in progress).
KEY FINDINGS
What We Discovered From Usability Testing
Navigation Challenges
Key navigation concepts, such as swiping, were unituitive to user and did not match their mental models.
Confusing Terminology
Users struggled with key financial terms and interactions, particularly around contributions and rebalancing, causing confusion and inefficency in completing tasks.
Discoverability Issues
Important features, such as contributions and investment options, were hard to locate, leading to task abandoment.
Trust & Confidence Gaps
Users expressed skepticism about the app’s ability to handle financial transactions, preferring to confirm details through high-trust platforms like Fidelity.
1
RESEARCH PREPARATION
Scoping & Defining Objectives
We collaborated with stakeholders to align on usability testing goals, establishing a clear timeline and framework to guide the project.
What We Wanted to Learn
Do users understand it?
We wanted to conduct concept testing to see if users understood the value prop and purpose of the app.
2
Is the experience smooth?
We wanted to observe user behavior and gather feedback to pinpoint what worked and what didn’t.
3
Where are the friction points?
We wanted to assessed task flow, ease of use, and specific pain points to identify where users got stuck.
USABILITY RESEARCH
5 Users, 1-Hour Moderated Sessions
I contributed to recruitment, facilitated sessions, and documented findings during testing.
📋
Methodology
Screener survey for recruitment
1 moderator, 1 note-taker, 1 prototype driver
SUS & PMF surveys post-session
DATA SYNTHESIS
Making Sense of it All
🧓👩🧑🦱
User Group
High-Net Worth Individuals (HNWIs) with liquid assets over $1M
“DIYer” archetype, users who enjoy using a exploring new financial applications
Grouping observations to reveal pain points, needs, and opportunities to develop into key insights.
KEY FINDINGS
What We Discovered
Navigation Challenges
Key navigation concepts, such as swiping, were unituitive to user and did not match their mental models.
Confusing Terminology
Users struggled with key financial terms and interactions, particularly around contributions and rebalancing, causing confusion and inefficency in completing tasks.
INSIGHT
INSIGHT
Discoverability Issues
Important features, such as contributions and investment options, were hard to locate, leading to task abandoment.
Trust & Confidence Gaps
Users expressed skepticism about the app’s ability to handle financial transactions, preferring to confirm details through high-trust platforms like Fidelity.
Goal Overview page lacks clarity and key details for quick assessment.
“A couple of things are not clear to me... If I'm on track, there has to be clear display of milestones.”
5/5 participants were unsure about the percentage reference in goal cards, either ascribing it to net worth, goal progression, or as unknown.
Users need more guidance in navigation and wayfinding throughout the application.
“I guess I would swipe to the right and hope that there's something there. I don't know.”
4/5 participants grasped the swipe navigation pattern with difficulty, but it does not match their mental model of navigation.
CO-DESIGN WORKSHOP
Driving Alignment With Stakeholders
We hosted a live affinitization workshop with the CEO/PM and lead designer.
Letting our stakeholders get hands-on with the data built buy-in, deepened empathy, and turned the process into a collaborative, silo-free effort.
“I've worked with large research teams, and some tend to disappear for weeks.
By closely partnering with us and leveraging our expertise during their research process, they not only moved faster, but also produced a report packed full of insights that we immediately applied to update our design.”
- CEO/Chief Product Officer
DESIGNING FROM INSIGHTS
Leading Design Recommendations
After a collaborating with our stakeholders during the workshop, I took the insights forward to develop focused design recommendations, focusing on enhancing dashboard clarity and navigation ease.
Dashboard Clarity
Recognizing the Goal Overview page as a point of confusion, we revamped the design to improve clarity and make key details easier to grasp quickly.
Navigation Ease
Identified as a critical friction point, we redesigned the navigation by replacing swiping with pagination of tabs to better align with users’ mental models.
IMPACT
Final Usability Report & UX Recommendations
Our deliverable included a detailed usability report that combined key insights, design recommendations, and SUS & PMF metrics.
These findings were quickly incorporated into the designs to prepare for the beta launch. The success of this work led to our agency’s continued involvement in the Beta rollout and onboarding support.
“The team quickly grasped the problem, created a UX research plan, and executed it with impressive agility. They obtained strategic and actionable insights that answered our key questions, helping us validate and evolve our design.”
- CEO/Chief Product Officer