Retention in the final stage of registration @ BCS World of Investments
Retention in the final stage of registration @ BCS World of Investments
Retention in the final stage of registration @ BCS World of Investments
Role
Role
Senior Product Designer
Senior Product Designer
Platforms
Platforms
iOS & Android app
iOS & Android app
Tools
Tools
Figma, Deep Research
Figma, Deep Research
Scope
Scope
UX & UI, UX research
UX & UI, UX research
Type
Type
Design-concept
Design-concept
Audience
Audience
New clients
New clients
Problem 🔍
Problem 🔍
Problem 🔍
identified in the design task, based on research and product manager expertise
identified in the design task, based on research and product manager expertise
During the account opening stage after registration, an average of 30% of users are lost — the process takes one minute, and during this time, the customer does not receive clear feedback from the interface
During the account opening stage after registration, an average of 30% of users are lost — the process takes one minute, and during this time, the customer does not receive clear feedback from the interface
Current solution 🧱
Currently, retention is achieved through a long and monotonous testing screen—users are asked to answer 6-8 questions and read several stories. This is tiring and adds no value
Task 🎯
Work on retaining users at the account opening stage by keeping their attention in the app during the one-minute wait. This stage should be meaningful and unobtrusive so that users remain in the app until registration is complete
Current solution 🧱
Current solution 🧱
Currently, retention is achieved through a long and monotonous testing screen—users are asked to answer 6-8 questions and read several stories. This is tiring and adds no value
Task 🎯
Task 🎯
Work on retaining users at the account opening stage by keeping their attention in the app during the one-minute wait. This stage should be meaningful and unobtrusive so that users remain in the app until registration is complete
„
„
„
„
Hypothesis 💡
Hypothesis 💡
Hypothesis 💡
If you replace boring tests and stories with a short, interactive, and visually appealing waiting scenario, users will stay in the app and complete the registration process
If you replace boring tests and stories with a short, interactive, and visually appealing waiting scenario, users will stay in the app and complete the registration process
Brainstorm
Brainstorm
Brainstorm
Investment TikTok
Investment TikTok
A selection of short videos from BCS authors
A selection of short videos from BCS authors
Internal social network feed
Internal social network feed
Show the client a feed of the latest news from the internal investment social network, trends, authors
Show the client a feed of the latest news from the internal investment social network, trends, authors
Character selection
Character selection
The client may be an Investment Shark or a Wall Street Wolf.
The client may be an Investment Shark or a Wall Street Wolf.
Choosing an investment level
Choosing an investment level
Depending on your investment experience, portfolio size, and whether you are a qualified user or not, choose your level.
Depending on your investment experience, portfolio size, and whether you are a qualified user or not, choose your level.
Progress indicator
Progress indicator
Display account opening status. Clearly shows that the system is «live» builds trust, and reduces anxiety while waiting.
Display account opening status. Clearly shows that the system is «live» builds trust, and reduces anxiety while waiting.
Production account opening version
Preparation of draft concepts
Preparation of draft concepts
Investment TikTok
Investment TikTok
Tik-Tok
Social network feed
Social network feed
Social network feed
Character selection
Character selection
Character selection
Choosing an level
Choosing an level
Choosing an level
The Best Solution
The Best Solution
The Best Solution
Stopped at the selection level + progress indicator
Stopped at the selection level + progress indicator
This will allow you to personalize your user account
This will allow you to personalize your user account
Business efficiency
Business efficiency
The solution will allow you to divide customers into segments at the outset, offer the most interesting proposals to customers, and, by creating engagement, improve metrics and company income
The solution will allow you to divide customers into segments at the outset, offer the most interesting proposals to customers, and, by creating engagement, improve metrics and company income
The best user experience
The best user experience
Users receive a personalized experience — they only see the tools that truly help them achieve their financial goals faster
Users receive a personalized experience — they only see the tools that truly help them achieve their financial goals faster
CX brainstorming & in-depth interview
CX brainstorming & in-depth interview
CX brainstorming & in-depth interview
Presented the CX scenario to the team to gather feedback and refine it before conducting in-depth interviews. We prepared for in-depth research with respondents:
Presented the CX scenario to the team to gather feedback and refine it before conducting in-depth interviews. We prepared for in-depth research with respondents:
Received the results after 1.5 weeks.
Received the results after 1.5 weeks.
Based on the results, growth points and changes in the solution were identified.
Based on the results, growth points and changes in the solution were identified.
Hypotheses to test
Hypotheses to test
User retention
If the screen is simple and informative, the user will remain in the app while the account is being opened
Engagement and interest
If users can see the progress of opening an account and how much time is left, they feel in control and trust the app
Clarity of value
If you describe the chosen level of investment, the user will better understand the value of their choice
Interview questions
Interview questions
Expectations and emotions
What could make waiting more enjoyable or useful?
Are there moments that make you want to close the app?
How do you feel while waiting for your account to be opened?
Understanding the process
How clear is it what happens during the waiting period?
What do you think about the opening indicator?
Priorities
Is there anything unclear or questionable on this screen?
How clear is it what is happening while you wait?
What elements make you feel confident while the account opening process is underway?
From insights to final decision
From insights to final decision
From insights to final decision
Based on the results of CX analysis and in-depth interviews, the design solution was refined as part of the overall approach to redesigning the application. Here is the result:
Based on the results of CX analysis and in-depth interviews, the design solution was refined as part of the overall approach to redesigning the application. Here is the result:
Dark theme
Dark theme
Dark theme
Created a dark theme based on the product's design system
Created a dark theme based on the product's design system
Let’s work together
Let’s work together
Interested in collaborating?
Reach out and let’s get started!
Interested in collaborating?
Reach out and let’s get started!