rückla

Clickable Prototype

Your bank. To the future. Easy-to-use banking and multiple investment options in one stop.

Background

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Meet rückla, the banking app designed to revolutionize the way you manage your finances. Whether you're transferring funds, saving for emergencies with competitive interest rates, or exploring investment opportunities in ETF assets, rückla has you covered. Built on the foundation of addressing the common challenges faced in financial apps, rückla ensures reliability, efficiency, and growth for all its users. 

Key Problem

Many users need a way to manage their finances and investments seamlessly in one platform because juggling multiple accounts and investment platforms leads to daily life confusion and time management inefficiency.

We will know this to be true when we see migration from having multiple managed financial accounts to a holistic, one-stop financial solution such as rückla and users 

percieve significant improvements with their financial management practices and security measures.

Whom does it impact

rückla’s key market impacts financially conscious individuals, which tend to be individuals with a professional background aged 30-45 within the European Market, more specifically in the DACH area. They are financially conscious but possess low to medium financial literacy.

With this target group, rückla aims to offer a comprehensive financial solution that simplifies their banking experience while providing accessible investment options. 

Design Needs

Users prefer an intuitive, user-friendly interface that integrates essential banking services with additional features like investment management (purchasing ETFs, savings plans and other planned features), helping them make informed financial decisions without needing extensive expertise.

UX Problems 

Key Research Insights

Insight #1 - Demand for Enhanced Banking App Features

Users overwhelmingly want more features in their bank apps beyond basic features. They seek functionalities that enhance convenience and financial management, such as investing, budgeting tools and an emergency savings fund. 

Insight #2 - Users want educational resources and guided support to help them navigate investing

There is significant interest in integrating investment features within bank apps. However, users’ financial literacy on investing is generally at a low to medium level. This interest indicates a demand for user-friendly and accessible investment options. 

Users want educational resources and guided support to help them navigate investing, making

informed decisions without feeling intimidated or “scammed” by the process.

Insight #3 - User Interface and Specialized Features

The user interface and user experience is crucial to the overall banking experience and could be the main factor for people in the age group to select a banking platform.

Traditional banks were often criticized for complex navigation and limited digital functionalities, such as web-only transactions which are a no-go for people who are mobile. There are also concerns about automated customer service, trust, and security. Testers emphasized the need for intuitive UIs and responsive customer support.

Goals

rückla directly addresses the target demographic's specific needs by:

1. Streamline the banking interface to ensure ease of use for all users, regardless of their technical expertise.
   
   
2. Integrate diverse financial products seamlessly, creating a comprehensive, one-stop solution within the Rückla app.

Design Process

Conducted interviews, surveys, and focus groups with both users and bank stakeholders to understand their motivations, needs, and pain points regarding standard banking procedures, as well as gathering levels of interest with other financial products.

Discovery and Research

Brainstorming Sessions: Brainstormed potential solutions for banking and investment features, as well as exploration on other factors (cryptocurrencies, stocks, reward systems etc.)

Competitor Research:

Competitor research on apps like Wise and N26 reveals
key insights as springboard for rückla's features and user experience

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User Surveys and Interviews

Feature Viability Survey

Due to a lack of resources, I selected a closed card sort due to the easiest way to gather feedback for the methodology. Because of geographical and age-based restrictions which I wanted to put in place, there were lesser respondents who fit the criteria.

Closed Card Sort

For rückla, I selected a closed card sort due to the easiest way to gather feedback for the proposed user flow. Also because of geographical and age-based restrictions which I wanted to put in place, there were lesser respondents who fit the criteria.

Based on the sample data, there were findings with a bit of confusion on a few of the terminologies which were resolved in a future update.

User Stories

High-Level Requirements

User Stories

An onboarding page (a screen or screens that show(s) the user the basics of getting started)

As a new user, I want to see a step-by-step guide on how to use the app, so that I can quickly understand its features and start using it effectively.

As a returning user, I want to have the onboarding process tailored to past behavior so that I can quickly learn features that might be relevant to my in-app goals.

A way to sign up and log in that lets users input and save their personal information

As a user, I want to sign up with my e-mail account, so that I can input personal information and begin using the app.

A home screen or dashboard where

users can access their information

As a user, I want to see a personalized home screen or dashboard, so that I can easily view updates on my finances or new offers/features.

A menu that allows users to navigate the

application

As a user, I want to have an easy-to-use navigation menu, so that I can easily browse through the different sections. 

A form of security to authenticate a

transaction (e.g., two-factor authentication)

As a user, I want to enable two-factor authentication (2FA), so that I can ensure my transactions are secure and protect my account from unauthorized access.

As an administrator, I want to enforce mandatory two-factor authentication for transactions, so I can minimize risk-related activities e.g. fraud.

A feature allowing users to search through

and filter their past behavior

As a user, I want to search through my past activities, so that I can quickly find specific transactions or interactions.

A feature allowing users to send/save/move money

As a user, I want to set up an autosavings feature, so that a portion of my income is automatically saved without requiring manual transfers.

A feature for investing Stocks/ETFs/Crypto

As a user, I want to invest in ETFs, so that I can grow my wealth and diversify my investment portfolio.

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User Interviews

Insights

Demand for Enhanced Bank App Features

Users overwhelmingly want more features in their bank apps beyond basic features. They seek functionalities that enhance convenience and financial management, such as investing, budgeting tools and an emergency savings fund. 

Investment Integration and Financial Literacy

There is significant interest in integrating investment features within bank apps. However, users’ financial literacy on investing is generally at a low to medium level. This interest indicates a demand for

user-friendly and accessible investment options. 

Trust vs. Convenience in Banking Preferences

Users have mixed reactions regarding traditional versus digital banks, balancing trust against convenience. Traditional banks are trusted for their reliability and security, while digital banks are appreciated for their convenience and innovative features.

User Interface, Customer Service, and Specialized Features

Traditional banks were often criticized for complex navigation and limited digital functionalities, such as web-only transactions which are a no-go for people who are mobile. There are also concerns about automated customer service, trust, and security. Users emphasize the need for intuitive UIs and responsive customer support.

Personas and their Journeys

Detailed profiles representing rückla’s three target users - detailing parts
of the flow from the Journey maps

User Flow Diagram

User journeys based on the findings from Persona generation

Design and Prototyping

Created high-fidelity mockups aligned with ecolytiq’s brand guidelines for sales pitches and pre-white label implementations, along with clickable prototypes for potential customers to explore the main product suite. 

Sitemap

Wireframes

Lo-Fi

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Mid

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Hi

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Prototype Screens (Hi-Fi)

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User Testing

Methodology

Moderated In-Person Testing & Remote Testing
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Participants

Participants fulfilling the following targeting:

Age: 30-45 (No gender targeting)

Working background: Professional level

Region: EU

Targeting: Familiarity with digital banking apps

Additionally with exposure to wealth/investment services

Schedule

The schedule was arranged based on the availability of participants who were contacted or had opted in. Ideally, all tests were completed within a one-week timeframe. Schedules were set via Calendly.

Sessions


The test lasted approximately 15-20 minutes, and various recording methods were implemented. Some sessions lasted more than 20 minutes at the participant's discretion. One physical interview was done.

Metrics

Besides qualitative data gathered from the interviews, Nielsen’s 5 components of usability were considered further on for the revision phase.

General

Participants praised the simplicity of the user interface, and praised the color schemes and illustrations. There was a general positive outlook on the simplicity of the app, while still having a playful edge which gives it a unique selling point, especially for the age bracket who’s tired of traditional banking app interfaces.

Scenarios

The feedback on transactional features (sending money) and ETFs was overwhelmingly positive, with most users expressing a very high level of satisfaction with these aspects of the app. There were a few pain points (e.g. lack of supporting information, too invasive info points especially on ‘complicated’ terminologies for first time users/investors that could be considered during the revision phase.)

Despite the overall positive reception, the interviews highlighted a key area for improvement especially with the emergency savings plan. Many users found the explanation of this feature to be confusing, which indicates a need for clearer communication and possibly a redesign of how the information is presented. However the reception was positive and many participants would like to see this feature in their current banking app usage.

Prototype Feedback

Quite a bit of the participants were expecting to be able to click/tap through most of the functions and were questioning why they were only being led to the action point. This is probably due to the fact that some participants are not familiar with app user testing.

Consistent Comment Patterns

Between the participants, there were some repeated patterns with the comments which makes things easier in the sense of prioritizing revisions. Themes like small type, positioning, too small/too big design 

Varying Levels of Financial Literacy

As expected from the previous user interviews, there were varying levels of financial literacy. Although most of the participants were in the tech sector, some of them had little exposure to investment products. This was very helpful to provide them more education/information before creating or conducting a final purchase. A lot of things can be improved with the UX writing rather than the UI/visual aspects, although these go hand-in-hand.

Sprint & Role Delegations

Affinity Maps

Used affinity mapping to group user test results into common themes and patterns for easier analysis of bulk data.

Revision Suggestions / Prioritization

Compiled the data and analyzed the severity of issues using the Nielsen rating system to prioritize areas for improvement within the rückla prototype.

Preferential Testing

Concepts

Early-Stage Implementations

Design Solutions

Generating user driven impact via improvements in ecolytiq’s suite:

Insight #1 - Enhanced Banking App Features

• Benefit: User-friendly interface and experience with personalized financial tools, as well as options for financial investments like ETF purchase/management and savings accounts earning interest.
• Value: Empowers users with greater control and convenience in managing their finances, leading to increased engagement and satisfaction.

Insight #2 - Interest in Investment Integration and Financial Literacy

• Benefit: Tiered learning system with guided investment support.
• Value: Helps users build confidence and competence in investing, making informed decisions without feeling overwhelmed, leading to higher adoption of investment features.

Insight #3 - User Interface, Customer Service, and Specialized Features

• Benefit: Intuitive, mobile-first design with hybrid customer support.
• Value: Enhances user satisfaction through easy navigation, responsive customer service, and clear communication of specialized features, improving overall trust and loyalty to the platform.

Learnings

Enhanced Feature Demand: 

Users expressed a strong desire for additional financial management tools, such as budgeting aids, investment options and simplified money transfers like QR codes etc.

Interest in Financial Education: Users showed significant interest in investment features but indicated a need for accessible financial literacy resources and guidance.

User Interface and Support Concerns: The app's user interface and customer support were highlighted as critical factors for user satisfaction, with emphasis on intuitive design.

Good Reception to User Interface & Friendliness:

The visual design of rückla gained significant interest and positive reception with the whole user experience from multiple tests done.
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USPs

Intuitive User Experience: rückla offers a streamlined, easy-to-navigate interface designed for users of all experience levels, ensuring a seamless and enjoyable banking experience with minimal learning curve.

Comprehensive Investment Options: rückla integrates diverse investment opportunities within a single platform, allowing users to manage their finances and investments effortlessly in one place without needing multiple accounts or apps.

Commitment to Transparency: rückla prioritizes transparency by providing clear, straightforward information about fees, investment options, and account features, fostering trust and helping users make informed financial decisions.

Tone

rückla’s personality is defined by its hyper-modern illustration and visuals, designed to evoke a futuristic vision of banking—
a "bank to the future." The imagery and color choices within the app reflects forward-thinking while incorporating traditional banking signifiers like Blue color shades to add a trust factor.

Aiming to create an emotional connection with the target audience/persona who value ‘the next big thing’ in modern banking.

Values

User-Centric Innovation: We prioritize designing solutions that truly address the needs and preferences of our users, ensuring that every product and feature we develop enhances their experience and simplifies their lives.

Transparency and Trust: We are committed to building trust with our users through clear communication, reliable services, and a strong focus on privacy and security, fostering long-term relationships.

Continuous Learning and Growth: At rückla, we value curiosity and encourage continuous learning both for our team and our users, by providing tools and resources that support personal and financial growth.

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Design Solutions

Generating user driven impact via improvements in ecolytiq’s suite:

Insight #1 - Enhanced Banking App Features

• Benefit: User-friendly interface and experience with personalized financial tools, as well as options for financial investments like ETF purchase/management and savings accounts earning interest.
• Value: Empowers users with greater control and convenience in managing their finances, leading to increased engagement and satisfaction.

Insight #2 - Interest in Investment Integration and Financial Literacy

• Benefit: Tiered learning system with guided investment support.
• Value: Helps users build confidence and competence in investing, making informed decisions without feeling overwhelmed, leading to higher adoption of investment features.

Insight #3 - User Interface, Customer Service, and Specialized Features

• Benefit: Intuitive, mobile-first design with hybrid customer support.
• Value: Enhances user satisfaction through easy navigation, responsive customer service, and clear communication of specialized features, improving overall trust and loyalty to the platform.

Tone

rückla’s personality is defined by its hyper-modern illustration and visuals, designed to evoke a futuristic vision of banking—
a "bank to the future." The imagery and color choices within the app reflects forward-thinking while incorporating traditional banking signifiers like Blue color shades to add a trust factor.

Aiming to create an emotional connection with the target audience/persona who value ‘the next big thing’ in modern banking.