alex.
alex.
Team
2 product designers, 2 product manager, 4 engineers.
Overview
The end-to-end research and design of a new superannuation (retirement) platform for users that resulted in over 15,000 new customers on launch and an 10% increase in existing customer engagement within the first month of launch.
Background
Superhero is an online investment platform that commenced operations in 2020, enabling users to invest in the Australian Stock Exchange (ASX). By 2021, the mobile application was introduced, rapidly ascending to become one of the top 10 finance applications in Australia, gaining over 10,000 users within a span of three weeks.
Fast forward to 2021, Superhero successfully launched its superannuation (retirement) account, affording customers the opportunity to not only diversify their superannuation investments across various portfolios but also allocate a portion of their superannuation to the ASX. Users gained the capability to register and oversee their investments seamlessly through the platform, accessible via both mobile devices and computers.
Superhero is an online investment platform that commenced operations in 2020, enabling users to invest in the Australian Stock Exchange (ASX). By 2021, the mobile application was introduced, rapidly ascending to become one of the top 10 finance applications in Australia, gaining over 10,000 users within a span of three weeks.
Fast forward to 2021, Superhero successfully launched its superannuation (retirement) account, affording customers the opportunity to not only diversify their superannuation investments across various portfolios but also allocate a portion of their superannuation to the ASX. Users gained the capability to register and oversee their investments seamlessly through the platform, accessible via both mobile devices and computers.
Our Goal
The Problem
The team had recently visually uplifted the Trading platform, so it was important to maintain the visual language used there in the new product. It posed a challenge in how we introduce new features while maintaining the consistency across the design for Superhero.
The team had recently visually uplifted the Trading platform, so it was important to maintain the visual language used there in the new product. It posed a challenge in how we introduce new features while maintaining the consistency across the design for Superhero.
Research and Discovery
Iterations
Utilising the data obtained from a survey distributed to customers and conducting interviews, I successfully identified the key priorities for users seeking a new superannuation fund and the crucial aspects they consider when monitoring and updating their investments. Users expressed a desire for an extensive range of investment options, emphasising the importance of clear fund performance metrics and the ability to easily compare with other investments.
In response to these findings, we implemented a broader array of investment options, empowering users to diversify their portfolios. Simultaneously, we maintained accessibility by allowing users to invest a portion of their portfolio in the ASX for a nominal fee of $1 per week. Additionally, a new page was introduced to provide users with a centralised platform for managing their investments, offering enhanced control over their superannuation.
The introduction of a new product required the team to develop and maintain a new design system that allowed us to maintain a consistent design language that could scale up as the Superhero product suite grows.
Utilising the data obtained from a survey distributed to customers and conducting interviews, I successfully identified the key priorities for users seeking a new superannuation fund and the crucial aspects they consider when monitoring and updating their investments. Users expressed a desire for an extensive range of investment options, emphasising the importance of clear fund performance metrics and the ability to easily compare with other investments.
In response to these findings, we implemented a broader array of investment options, empowering users to diversify their portfolios. Simultaneously, we maintained accessibility by allowing users to invest a portion of their portfolio in the ASX for a nominal fee of $1 per week. Additionally, a new page was introduced to provide users with a centralised platform for managing their investments, offering enhanced control over their superannuation.
The introduction of a new product required the team to develop and maintain a new design system that allowed us to maintain a consistent design language that could scale up as the Superhero product suite grows.
Adding shares
We allowed users to take control of their own retirement by having the power to start trading Australian shares and ETFs. However, we do not force this on our users.
We allowed users to take control of their own retirement by having the power to start trading Australian shares and ETFs. However, we do not force this on our users.
Easily track performance
A simplified dashboard adopts the layout of our trading app, displaying important data points that users are interested in while providing easy access for them to delve into further details of their retirement investments and performance.
A simplified dashboard adopts the layout of our trading app, displaying important data points that users are interested in while providing easy access for them to delve into further details of their retirement investments and performance.
Switch your investments
Switch between investments at your convenience. We introduced this feature to address a common pain point in the current retirement industry. Previously, once users selected an investment, there was no easy method to transfer a lump sum from one investment to another without rebalancing the entire portfolio.
Switch between investments at your convenience. We introduced this feature to address a common pain point in the current retirement industry. Previously, once users selected an investment, there was no easy method to transfer a lump sum from one investment to another without rebalancing the entire portfolio.
Conclusion
By focusing on user-centered design principles and actively engaging with our users, the Superhero team successfully addressed the challenges associated with managing retirement accounts. The redesigned navigation, enhanced information clarity, guided processes, and personalized dashboard collectively contributed to a more user-friendly experience, empowering users to confidently manage their retirement investments on the Superhero platform.
By focusing on user-centered design principles and actively engaging with our users, the Superhero team successfully addressed the challenges associated with managing retirement accounts. The redesigned navigation, enhanced information clarity, guided processes, and personalized dashboard collectively contributed to a more user-friendly experience, empowering users to confidently manage their retirement investments on the Superhero platform.