Prosper is a new financial services platform offering affordable investing and access to private markets, which aren’t normally available to everyday investors. They needed help designing their landing pages to explain their proposition to potential customers, and ultimately sign up members.
Problem statement
Prosper was born out of a frustration with the high fees other investment platforms were charging. They also wanted to bring down the barrier to entry for private market investments and offer financial advice to their customers. My challenge was to present this complex offer in a way which made sense to users, no matter their financial background.
Users and audience
Frustrated by the high fees on their existing investment products
Interested to learn more about how to increase their returns in other markets, but unsure how
Looking to move their pension to a new provider
Roles and responsibilities
On this project, I worked alongside the Product Lead and undertook all UX and UI responsibilities including research, copywriting and design.
We ran weekly sprint cycles and collaborated closely with the client’s CPO, CEO and Lead Designer through weekly meetings, async updates and in person handovers.
Usability testing
Helping the client nail down their proposition ready for further user testing
Initial meetings were focussed around existing designs the client had and their first ideas about how to present their proposition to users. They had already carried out some user testing, but had not yet gone through analysing the findings and figuring out what this meant for their proposition and design.
Testing the new proposition with users
After nailing down the initial user feedback with the client, we translated these into an affinity diagram which informed a light redesign of the screens. I then retested these screens with users, and created another affinity diagram to find any improvements in understanding as well as remaining gaps.
Outcome
I delivered a full version of the website for the client. After 6 rounds of interviews and hundreds of specific changes to the proposition, the website narrative, structure, infographics, and copywriting I successfully arrived at a version of the site that every user fully understood. By this point, every user asked to join the waitlist at the end of the interview and the content was extremely well understood.
Going forward, I’d like to take the project into further rounds of testing but this time focussed purely on testing the proposition rather than understanding. I would also plan to run A/B tests to try out different copy and features to see which drives the most sign ups.