Wellthi 'For You'
White-labeling a finance marketplace
Wellthi 'For You' is a marketplace offering personalized exclusive products from Wellthi's partners to users.
Role
Visual Design UI & UX Design
Industries
Fintech
Date
September 2024
Wellthi is a fintech startup supports small and medium-sized credit unions and financial communities by promoting financial content and incentives to their customers. The company aimed to capitalize on their network of partners, including retail, finance, and government contracting, to curate a diverse range of products on a revenue-generating platform. Therefore, their presentation needed to be seamless and streamlined with their respective clients' preferences. The challenge was to create a customizable white-label product that could be sold to prospective clients for customization while adhering to Wellthi's underlying architecture. The marketplace had to be adaptive to each client unique branding requirements, and difference in product offerings.
Research Participants
Design Sprints
Screens Delivered
Gathering Business Requirements
To address this, I held meetings with the founders and project mangers to identify key business objectives. I also organized brainstorming sessions to define the new feature's goals.
I proceeded to analyze competing apps in the financial marketplace space. I used these insights to gain a sense of how the product would flow and
Finally, I formulated a user journey and walked the stakeholders through my initial assumptions. They provided feedback on their expectations, thus I refined the user flow to match the business' objectives.
Testing Early Versions
Using our low-fidelity prototype, we conducted unsupervised testing with 50+ users via Userlytics.com. The objective was to gather perspectives on goal saving culture and their feelings towards financial products.
I organized the feedback into affinity maps, uncovering key insights like the need to onboard users’ interests before marketplace interaction (supported by 80% of responses). This led to refining the user flow and updating the designs.
Driving Results Through Iteration
Over the course of three 2-week design sprints, I crafted a solution focused on iterative feedback from quick A/B tests. The insights guided my efforts to design the final solution.
Increasing Goal Creation Conversions
Previously, shopping for products and using Wellthi’s Save Now, Buy Later feature were separate experiences. To improve engagement, we merged the shopping and saving experiences, boosting conversions for the Save Now, Buy Later feature.
Optimizing contract discovery
Initially, the contract filter options were combined into one modal. However, users indicated a need to understand what each option meant as some were not conversant with the contract bidding terminology. As a result, I created a sub-menu with tool tips explainers.
✔️ Mocafi Financial Services and TD Jakes' Good Soil Forum signed as marketplace partners.
✔️ Wellthi secured investment funding from Mastercard foundation.
During this project, I had to make the most of the information we received from users since we were working remotely. Although we couldn't collect data from users in person, we found effective ways to gather valuable insights. Additionally, I had to release different phases of my design to the developers due to time constraints for launching our MVP. While I couldn't implement my complete vision from the start, I provided an implementation roadmap that would enable the full design to be completed over time. Overall, this project helped me grow as a lead designer, collaborating with various stakeholders and team members in a remote setting.