Overview
True Link Financial is a financial tech company whose main product is a visa debit card that can have specific restrictions placed on it to allow family members to protect their loved ones from fraud without taking away their financial freedom.
For this project, I was tasked with mobile optimizing our desktop-only sign up flow. We noticed that the number of people viewing our site on their mobile devices had increased and we wanted to capture every user sign up opportunity.
Check it out live here! (Best viewed on mobile devices)
My Role:
Research, Design strategy, Visual design, Usability testing
My Team:
Myself and a Senior Product Manager
Tools:
Figma, Lucidchart
Duration:
2 months
Problem
For this project, we needed to design a new sign-up flow that contained all of the existing information from our current desktop sign-up flow.
Additionally, it was very important to make sure that our solution came off as trustworthy and did not scare off any potential users.
Our goals were to gather more users, and create a mobile friendly sign-up flow in order to decrease the amounts of drop off and abandonment by users who were unsure if they wanted to sign on to our service.
Design Goals
While making design decisions during this project, I focused on fulfilling two goals:
1. Having an easy to follow general design based on expected user profile
2. Generating trust considering that our application requires a Social Security Number for sign-up
We designed with the understanding that our targeted users are older, and/or less familiar
with modern technology. As such, my design favored:
● Simple, direct wording
● Larger buttons
● Descriptive error states that were not punishing
Generating and Maintaining Trust
Creating trust was very important to us because as a financial tech company, we were
required to ask for a social security number (SSN) upon user sign-up.
To create trust, we acknowledged that inputting your SSN was daunting, especially to
users that may have had trouble with fraud in the past. In order to make the experience
less scary to our users, we were very transparent as to why we needed this information,
and also gave the option for legal representatives to verify with their Employee ID Number
instead.
Delivery/Follow Up
I delivered the finalized prototype to my
Product Manager 2 months after the start of
the project. Our engineering team then
proceeded to implement the design.
I followed up and stayed in close
communication with the engineering team
during the implementation process. Before the
product went live, I identified some
inconsistencies in the padding of the input
fields and other components of the form. I
created several tickets to fix the
inconsistencies and provided detailed images
to ensure the proper padding distance.
True Link Financial Mobile Sign Up Flow
Iterations/Sketches
Usability Testing
We conducted usability tests on the mobile sign up prototype with 7 participants from our
engineering, marketing and customer service teams.
To set the scene, we asked the participants to pretend they were a legal representative for an
aging client and they had just learned about a company named True Link Financial. They
wanted to create and account and apply for a card for one of their clients. However, they
currently only have access to their phone.
All the data gathered from the usability tests were then organized and categorized to find
common pain points that needed to be prioritized.
Reflection
For this project, it was very important to continuously look at the application from the lense of
our intended user. Elderly users or users not familiar with technology will not approach
applications with the same assumptions as the average tech users. As such, we needed to be
very conscious about making sure that our application was accessible and presented itself in a
trustworthy and transparent manner.
As a designer, this project re-established the importance of accessibility, not just the users of
this application, but also in all of my future designs.