UI Redesign for Digital Gold App: Growth and Retention

Overview

I redesigned a digital gold investment app to enhance usability, consistency, and user engagement. The new interface simplified navigation and interactions, leading to improved retention and a 10x growth in the user base.

As the UI and Visual Designer, I collaborated with the product manager and development team to simplify the app’s interface and enhance usability. I also led the rebranding process, ensuring consistency across digital and print assets.

Role:

UI/ Visual Designer

Duration:

Jan- March 2024

Platform:

Mobile and Web

Collaborators:

Product Mangager & Developers

Context

As a startup in digital gold and silver investment, prioritizing a user-first approach is essential for user retention. As the company expands, our focus shifted to improving the onboarding process and app intuitiveness.

Problem

I conducted user research by means of interviews and observing user interactions with the application. Through this process, I evaluated their visual frustrations. Concurrently, the team identified a significant drop in the conversion rate of first-time users who downloaded the app but did not make purchases. This indicates a cumbersome onboarding process.

Three significant problems emerged:

The onboarding procedure consisted of five steps, which may have been overwhelming and could have resulted in user attrition.

The homepage exhibited a lack of visual hierarchy and presented a cluttered appearance, failing to effectively guide users towards making a purchase.

The process of entering personal information in screens like SIP seemed protracted and insecure, which lead to a lack of trust

The process of entering personal information in screens like SIP seemed protracted and insecure, rather than a streamlined procedure.

Overall, the user feedback highlights the need for significant enhancements to the application's user interface in terms of consistency and simplicity.

Goal

Streamline the onboarding process by addressing user frustrations, improving the interface, and increasing the conversion rate of first-time users.

Process

IDENTIFICATION

I identified the multiple usability issues with the old app by conducting usability testing with friends and family.

IDEATION

I developed wireframes and simplified the previous app to solve the usability issues

PROTOTYPING

I made the style guide, and prototype and discussed with the tech team to make it a seamless transition

Usability Issues

Inconsistency

Lack of visual hierarchy

Overwhelming content

Inconsistency

Overwhelming content

Inconsistent proximity

Too much data input

Inadequate feedback

Complex onboarding

Inadequate feedback

Complex onboarding

Rapid Wireframing

Style Guide

Solutions

The final solutions effectively resolved the key issues and met the expectations of all stakeholders. These improvements are now utilized by a current user base exceeding 50,000.

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Simplified home screen widget

The simplified home screen widget effectively conveys important information such as price per gram or vice versa, facilitating quick and easy access. Shortcut amounts expedite searches, enhancing user efficiency. Additionally, a loading bar provides visual cues that prompt users to make faster decisions (visibility of system status).

The simplified home screen widget effectively conveys important information such as price per gram or vice versa, facilitating quick and easy access. Shortcut amounts expedite searches, enhancing user efficiency. Additionally, a loading bar provides visual cues that prompt users to make faster decisions (visibility of system status).

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Collapsible Wallet balance

The wallet balance quickly shows the amount invested for a retained user, as well as the current market prices of gold and silver. When expanded, it shows a chart with the daily, weekly, and monthly trends. It's important to have this information at a glance.

The wallet balance quickly shows the amount invested for a retained user, as well as the current market prices of gold and silver. When expanded, it shows a chart with the daily, weekly, and monthly trends. It's important to have this information at a glance.

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Simple navigation bar

The navigation bar has been designed with a high level of contrast, consistent iconography, and a limited number of options accompanied by text to ensure accessibility.

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Step by Step process in SIPs

The SIPs page has been meticulously designed to incorporate a clear, step-by-step procedure and strategic color contrasts aimed at stimulating investment activities. Additionally, the page seamlessly presents all the essential information, allowing for quick and comprehensive understanding.

The SIPs page has been meticulously designed to incorporate a clear, step-by-step procedure and strategic color contrasts aimed at stimulating investment activities. Additionally, the page seamlessly presents all the essential information, allowing for quick and comprehensive understanding.

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Order tracking

Implemented order tracking with visual cues to keep users informed and engaged throughout the process, ensuring a seamless and transparent experience.

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Sorting and filters

Enabling sorting and filtering options helps users to quickly find their desired products, particularly in this scenario where items appear similar but vary by size, enhancing the efficiency of the search experience.

Enabling sorting and filtering options helps users to quickly find their desired products, particularly in this scenario where items appear similar but vary by size, enhancing the efficiency of the search experience.

Before- After Comparison

Prototype

Here is the Figma prototype

Conclusion

In conclusion, user research conducted by the product team was instrumental in identifying key user frustrations, which allowed me to address these issues effectively in the redesign. The development team successfully implemented the majority of the design, with some elements reserved for future growth. As a result, the app's user base grew significantly from 6,500 to over 50,000, and ongoing testing is being conducted to drive further improvements.

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