Award winning digital experience
Working as Head of Customer Experience for True, I helped take Wealthify, a new online investment service, from pitch to digital award winning user experience.
Wealthify were looking to democratise investing by making it effortless and affordable – so that everyone can access the higher returns that are possible by investing. They wanted to be the:
Easier and smarter way to invest.
We knew from other financial products that faced with complex investment decisions, people find it easier to do nothing. We needed to change this behaviour by embracing complexity and making it effortless. The UX problem to solve became how to:
Do that hard work, to make users feel smart.
Doing the hard work wasn’t just about making complex investing easy. The experience needed to be immediately engaging and empowering. It also needed to be playful in order to motivate users to take the next step. The Create Your Plan page embodies the UX approach. People can quickly and easily make decisions, and see the results. By seeing the effect of their decisions immediately presented to them, users learn as they play.
Although still in its infancy, our differentiating Wealthify user experience is already winning awards against household names like LV and Nationwide. Critically, it is well on its way to achieving its ultimate goal of giving more people the confidence to move from cash savings to investing, which makes their money work harder for them.
The combination of a noble idea, a truly innovative product, and the collaboration of the talented people at True and Wealthify has created a best-in-class customer experience.
UK Digital Experience Awards 2016
- Customer Journey
- Interaction design
- Requirements gathering
- User testing
- UX design
- UX strategy