Case study · Equity Mobile

Equity Mobile guide and knowledge-base feature

Problem statement

For a considerable period, user experience (UX) wasn’t given priority in product development within Kenya. Consequently, customers encountered a spectrum of experiences, ranging from positive to negative. One prevalent negative experience was the challenge customers encountered in adapting to changes in their user experience.

Change management, particularly in the introduction of new features, experiences, and user interfaces, was frequently neglected. As a result, customers often felt unprepared and caught off guard by changes. They perceived updates as lacking consideration for their needs, leading to feelings of frustration and dissatisfaction.

The task

It’s increasingly evident that providing clear and concise information about changes, along with guidance on using new features, is crucial. Therefore, while redesigning the Equity mobile app for all subsidiaries, I adopted a proactive approach focused on delivering a high-quality experience to customers. This approach aimed to help users navigate the new app, guiding them through its functions and features.

We implemented quick guides to inform, educate, and entertain users. By the end of this process, users were equipped and familiar with the new features, proficient in navigating the interface, and, importantly, knowledgeable about where to find their financial and transaction details effectively.

The approach

In financial applications, transparency and accountability in conveying financial information are paramount for fostering a positive user experience.

To inform our approach, we collaborated with the UX research team to conduct competitor analysis and examine how other apps onboarded their customers. Armed with this insight, we engaged in brainstorming sessions to determine the most effective strategies for the Equity app.

Based on our research, we identified several common pain points among customers:

They desire clarity on the whereabouts of their money.
Customers seek to feel involved and considered throughout their interactions.
There’s a desire for a sense of choice and engagement in decision-making processes.
Customers value seeing tangible benefits or value in changes to fully appreciate them

The process

I mapped out user flows to visualise interactions and decisions, which proved instrumental in refining the design process. Utilising an existing design system expedited interface development, affording more time for prototyping. During prototyping, I focused on crafting interactive and immersive experiences with precise animations and practical interactions, such as scroll and carousel behaviours. The remarkable enhancements made to Figma’s prototyping features facilitated these capabilities.

User flow map for the guide tour feature

User flow map

Handling animations

The feature would utilise JSON Lottie files for the demo, while the remaining assets would be maintained within the app’s containers. Leveraging JSON Lottie files enabled us to showcase lightweight, scalable, and cloud-stored animations for the demo. Integrating these assets with Figma made it simple to embed them within the prototype. We crafted prototypes for both mobile and web platforms, guaranteeing usability for a broad audience.

This approach was highly feasible for several reasons:

Lottie files are incredibly lightweight compared to videos and GIFs, as demonstrated by their motion and file sizes.
They are scalable and can adapt to responsive view containers, as shown in the demo (scaling is optional).
Storing JSON files on the cloud prevents overloading the app’s capacity.
Developers only require the correct URL, thanks to the simple-language naming structure I implemented.

By integrating Figma with Lottie files, I embedded motion assets within the prototype seamlessly. I focused on developing prototypes for both mobile and web platforms to showcase experiences across both mediums. These prototypes were accessible via browser views or host applications like Figma Mirror, enabling users on both mobile and web platforms to engage with the feature.

Following extensive testing by various team members, we received encouraging feedback and made minor adjustments. Users showed interest in a knowledge base feature, suggesting the provision of quick guides and tours on how to perform certain functions, indicating that FAQs were not always effective.

The guide

After collecting extensive feedback, I refined the designs and prototype, then initiated a storyboarding process. Our goal was to raise awareness among other departments and stakeholders about the feature’s capabilities, thereby enhancing the knowledge base.

The proposed feature involved in-app redirection and deep linking to streamline customer actions. This was particularly beneficial for product houses with complex functions seeking to enhance and refine the user learning curve. It ensured consistency in design, experience, and convention.

Impact

The expected impact of this project was twofold:

Enhance ease of use: This involved improving the usefulness and relevance of the knowledge-base items and approach.

Improve learning convenience: Users should be able to interact with the knowledge base seamlessly without disrupting their experience.

We engaged a wider range of participants, both internally and externally, who hadn’t previously been involved. Participants rated the feature positively, with a score of 8.3 out of 10. However, feedback highlighted the importance of making the feature more accessible and inclusive for special-needs users, which influenced our product roadmap.

Participant rating · 8.3 / 10

Welcome home navigation card from the tour

To ensure relevant stakeholders were well-informed, we created an explainer video to showcase the feature to interested parties. We recognised that while prototypes helped users understand the feature, other departments and leadership outside the development team needed to be informed about its application and potential. The explainer video served as an effective tool to communicate these aspects to a broader audience.

Take away

The primary challenge revolved around integrating deep-linking into the app for various functions. Through collaboration with developers, most issues were resolved, resulting in a promising experience with minimal limitations. Providing a prototype to demonstrate the approach and behaviour facilitated internal conversations among the team, enabling them to offer their insights.

The key lesson learned was the importance of aligning on a shared goal that caters to both user and business needs. By balancing these interests, we can develop a feasible product that ensures success.