Young Credit Card
MY ROLE
Product Designer, UX Research, Strategic Design, UI Design, Prototyping, User Testing & Validation
DELIVERABLES
User Research & Insights, Strategic Design Framework, User Flows & Wireframes, High-Fidelity Designs, Interactive Prototype, Usability Testing Report
TIMELINE
04/12/2023 - 15/01/2024
TOOLS
Figma, Adobe Illustrator, Hotjar
THE CHALLENGE
Identifying a potential customer segment for Banco de Bogotá and developing a product that fits their financial needs was a key focus. Young adults, who are just starting their credit journey, represent a significant opportunity for the bank.
Key data:
✔ Young adults make up 16.2% of Colombia's population and account for 16.6% of credit operations.
✔ However, only 36.2% of Colombian adults have active credit products, suggesting there is room to engage younger demographics more effectively.
RESEARCH & INSIGHTS
For an effective user research strategy, we adopted a User-Centered Design approach, starting with the "research" phase. In this phase, we gathered information to understand the context of the problem and the opportunity we wanted to address, as well as the data, interests, and needs of our target segment. This allowed us to uncover valuable insights to guide the design process.
Understanding User Needs & Market Gaps
To design a solution that truly fits user needs, we conducted qualitative and quantitative research, validating insights through surveys and prototypes to develop a Minimum Viable Product (MVP).
✔ Key findings: Young adults (25-35) seek financial solutions that offer transactional rewards.
✔ Innovative benefits increase user engagement and adoption.
✔ A new product line within the Bank of Bogotá could better attract this segment.
Validation Methods:
✔ Surveys & Interviews – Gather insights on behaviors and preferences.
✔ Data Analysis – Identify pain points and opportunities.
✔ Usability Testing – Validate interactions and user needs.
USER PERSONA
Through user interviews and data analysis, we identified key pain points:
✔ Young adults struggle to find credit products that adapt to their financial habits.
✔ Current offerings lack incentives that resonate with their lifestyle.
✔ Users are more likely to engage with a financial solution that integrates cashback and flexible reward options.
RESULTS
Limited Access to Benefits → Users have difficulty accessing relevant product benefits for their financial management.
Lack of Transparency → Many users are unaware of the full potential of Cashback and how to redeem it.
Complex Navigation → The current platform makes it hard to quickly view and utilize Cashback options.
Strategic design direction
✔ The solution must offer clear and easy access to Cashback and financial benefits.
✔ The experience should be seamless, allowing users to manage their finances effortlessly.
✔ The design should foster a sense of control and clarity, making financial management more intuitive.
HOW MIGHT WE QUESTION
How might we help young adults easily access and make the most of financial benefits, such as Cashback, to support their journey toward financial independence?
This allowed us to explore user-centered solutions and generate actionable ideas to address the problem effectively.
IDEATION & CONCEPT
DEVELOPMENT
With the HMW question in mind, we explored solutions using brainstorming, user journey mapping, and wireframing, focusing on these key requirements:
✔ Easy access to Cashback and financial benefits.
✔ A simple, intuitive interface for quick tracking and redemption.
✔ Clear communication of Cashback value and options, making financial management effortless.
SITE MAP
Structuring the experience to:
✔ Prioritize easy access to Cashback and financial benefits.
✔ Simplify navigation for quick tracking and redemption.
✔ Organize features into clear, intuitive categories to enhance user experience.
USER FLOW
We mapped out the cashback redemption experience through LifeMiles based on users' main needs. The flow was designed to provide quick access to rewards and redemption options.This approach minimizes steps to track and redeem Cashback, ensuring efficiency, while personalizing options based on user preferences and actions.
WIREFRAMING & PROTOYPING
Mid & High-Fidelity Wireframes:
We translated user flows into mid-fidelity wireframes to visualize key interactions and test usability early on, focusing on layout, information hierarchy, and ease of navigation.
In high-fidelity, we finalized the UI design, ensuring clarity, accessibility, and a smooth user flow.
Prototype & Usability Testing:
Iterated based on user feedback to refine interactions and enhance the overall experience.
USABILITY TESTING & KEY IMPROVEMENTS
Here are some other key improvements from usability testing:
- Users struggled to locate the Cashback redemption options quickly.
- The flow to check available rewards was confusing, leading to delays.
- Some buttons were too small, affecting accessibility on mobile.
We made these adjustments to enhance clarity, speed, and overall user experience.
Visual Design
Decisions
For the Banco de Bogotá project, I followed its design system to ensure visual consistency and brand alignment.
Typography: Used the bank’s designated typeface to maintain accessibility and consistency in communication.
Color Palette: Adhered to the official brand colors, reinforcing trust and a cohesive visual identity.
SOLUTION
After defining the visual identity, user flows, and interactions, we developed an adaptive financial product for young users, focusing on cashback redemption through LifeMiles. The solution provides easy access to financial rewards, making it simple for users to track and redeem cashback benefits.
✔ Quick access to redeem cashback via LifeMiles, minimizing steps.
✔ Personalization adjusts options based on user preferences and behavior.
✔ Streamlined navigation, reducing friction in the reward redemption process.
✔ Clear information on cashback and financial benefits, improving transparency.
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