Context:
In recent years the race to overcome inflation and not lose purchasing power has begun, and the Spanish have put their interest in mutual funds as an alternative as a destination and their savings. According to a study by BME, Spanish families have had an increase in ownership from 16% to 35% of the shares listed on the Spanish stock market.
The common Spanish investor is around 54 years old and has savings in the stock market worth 9,000 EUR, feeling comfortable investing basically in blue chips from the IBEX35, well-known companies at the national level with decades of history.
A new generation
However, a new generation of investors between 15 and 20 years younger has been detected. With a more limited investing power and radically different preferences choosing companies that usually know and interact in their day-to-day such as Facebook, Amazon, or Apple.
New users seek dynamic investments based on market circumstances, with an Opportunistic Investor profile, who take advantage of the latest news.
Users investors increase
🧐 My Role
Solo UX designer and researcher tasked with creating an MVP for investing in mutual funds.
⭐ Goal
To bring Imagin users the opportunity to earn money with investment funds, through a memorable and easy-to-use learning experience. Offering investment products in line with their financial goals.
💩 Problem statement
Mutual funds solutions are not accessible for everyone and less for younger target audience, at the same time, platforms do not provide enough information and education about how it works, benefits, and products. Imagin users are hight curious but clueless about who to start investing.
Now that we know what users like, what they need, what they want, and what they think, I can create a solution that gives them a valuable experience in line with what they are looking for.
Challenges:
Lack of investments knowledge.
Belief of needing a lot of money to invest.
Limit purchasing power.
Fears:
Fear of losing money.
Motivations:
Ensure future stability.
Be able to be financially independent.
Achieve dreams and goals.
Contribute to the future of the planet
Needs:
Help to make investment decisions.
Accessible information..
Creating a value experience
After analysing insights found from research and aligning user's needs with business goals, functionalities were defined:
🌳 To create an experience aligned with the user's interest, only sustainable mutual funds will be added to the portfolio.
🧪 A test will be added to find user investor profile and recommend funds that may interest them the most.
🪙 Create an effortless investment experience by automatically rounds up day-to-day purchases to add periodic contributions.
✅ An investment simulator will be created, to give users a better understanding of the benefit they could earn according to the investment among and the mutual fund chosen.
⭐ The Morningstar sustainability ranking will be added to the first level to make easy fund selection.
Usability testing
Looking for users insights, to find pain points, improvement opportunities and behaviours.
I ran a task oriented test by a prototype to validate the flow with six users.
Task oriented: Buy one mutual funds by rounding up configuration.
Key findings:
🌳 Users are positively surprised by mutual funds sustainable portfolio.
🧑🏻🏫 Users need more information to make investment decisions.
➕ Round up option has been highly valued.
💰Users would like to have more information about the mutual funds offered and minimum investment.
👀 Users would have a global view of their investment transactions.
