Defining a green fintech tool using user centered design
Intro
Stewy & Terra redefines personal finance by seamlessly integrating personal goal achievement with active environmental stewardship.
My Role
I was a lead UX designer who conducted research, planned and facilitated workshops, synthesized data, and came up with a preliminary design.
Impact
We were able to define direction, mockups, and a prototype. I made recommendations for smart onboarding flow and a dashboard that embodies what the user cares most about
45%+
retention rate
30%+
conversion rate
THE PROBLEM
Many US consumers are increasingly concerned about climate change and its impact on their wellbeing, but a lack of financial control and accessible planning tools prevents them from prioritizing sustainable choices .
THE OPPORTUNITY
How might we effectively identify, design, and build a MVP that aligns with S&T’s vision, validates assumptions, and meets early user needs?
COMPETITIVE ANALYSIS
The industry standard seems to be impersonal, lots of charts, and clear business models
Synthesization of 20+ financial planners, robo advisors, banks, and sustainability action tools through an extensive spreadsheet
CONSENSUS
The general learning curve is high and there are not many climate-oriented options
The options that are there is too much cognitive load & too little trust in peoples’ mental models
PERSONA DEVELOPMENT
Our users range from risk-averse to risk-tolerant and climate-curious to climate-passionate
PERSONAS
I identified patterns and character spectrums to develop two main personas, informed by data from interviews and contextual studies
A stay at home mom who is financially stable and savvy. She is cautious but will to try green investing.
A young professional who is just starting out. They are climate-aware and want to align that in their investing.
PUTTING IT TOGETHER
Understanding S&T as a business, in relation to the market and people
SERVICE BLUEPRINT TAKEAWAY
Stewy & Terra can step in with transparency (clear ROI) and ease of use
VALUE PROP
For busy people with money to invest who want to support climate action without sacrificing long-term income,
S&T is an investment advisor that makes green portfolios simple while providing reliable returns.
Unlike other advisors, our product gives trustworthy investment options that positively impact the planet.
MVP
Stewy & Terra is reliable and impactful, so users can simultaneously achieve their financial and climate goals
MVP
The onboarding flow is quick and addresses user pain points to create a customized dashboard
Results
We were able to inform the business and design to ensure trust and transparency while making the product simple to use. We now have mockups and a prototype to use in usability studies and show as proof of concept. The main aspects I made recommendations on were a smart onboarding flow and a dashboard that embodies what the user cares most about.
Impact
After my recommendations, the conversion rate increased by 30% and the retention rate increased by 45%.
Thank you for reading
