Plum Home Screen
Plum is on a mission to help people make more money with less effort.
Jul - Nov 2023 | 🟢 Live
Problem
Home Screen is the pivotal part of every single product. But in Plum’s case, it doesn’t serve well enough in engaging and motivating users to do more with their money.
Lack of clear overview
Our Home Screen doesn't provide a clear picture of the progress you’ve made so far, or where your money is. It simply shows a few numbers that were often inaccurate, which was one of the most common complaints that we observed in mobile reviews.
“If it’s left my bank account, and it’s not yet in my pocket or investment... I need to know what it’s doing.”
Limited feature adoption
Users struggled to find the next best action. They weren’t able to evaluate their performance and understand what to do next due to the lack of insights. This results in low engagement in automation and investments.
“Plum’s really great at getting you to take that first step (saving). But it’s how it holds your hand in the next bit, into moving into you managing a portfolio through the app.”
Strategies
Sense of control
I want to provide a better overview of the progress users made during their time at Plum, by surfacing the information that is relevant to their money movement.
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Synthesising the desk research & ideation, we compiled a list of information that’s missing on the Home Screen and evaluated them with UX impact, Business Impact and Tech effort. We then invite Plum users to a ranking survey, to understand what is the most important information they found useful to see on Home Screen.
Personalisation
I want to utilise Home Screen to surface more personalised suggestions to help them move forward in their wealth-building journey, based on who they are and why they joined Plum.
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All product squads sit together and ideate across 3 potential directions that we identified through desk research and stakeholder interviews. We then themed all the ideas and findings that became the backbone of the new Home Screen direction.
Redesigning Plum value
I improve the visibility of the financial performance by highlighting changes in users’ Plum value to keep them motivated. Having a quick action to deposit money has driven a 14% increase in manual deposit rates for new users.
I foster a sense of control by breaking down the Plum value by assets, allowing users to catch balances at a glance.
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We tested the prototype during user interviews to evaluate their satisfaction with the new design. We carefully validated it with different user cohorts (Savers, Investors, Superusers) to ensure the solution fulfils our target audiences’ needs.
I can quickly see how my wealth is across all assets. It’s much clearer and easier to see what’s going on. It also lets you add money straight away
Monthly Automation Performance
Users feel frustrated because they can't see where their money is going, as all automations are streamed as a single transaction with no breakdown or calculation. This lack of transparency discourages users from using our killer features.
To address this, I show users how much they've saved through automation and which rules perform best. Enhancing transparency and making information more accessible is vital to earning back their trust, and it’s proven to boost Automation feature adoption by 9.54% on users' first day.
“It’s much simpler to configure Brain because now it’s quite hard to find.”
Activity widget
I surfaced users’ financial activity front and centre on the Home Screen and pinned the pending transactions at the top. This ensures users feel safe with their money and helps to manage their expectations around money movement in Plum, reducing negative reviews through our Customer Support team.
“I really appreciate this activity feature as I don’t need to go into each particular page to see what’s happening with my money!”
“It would give a bit more of a feeling of progress. Feeling like you’re getting to the end of a goal.”
Impact
+14%
Manual Deposit Rate
+8%
Subscription Conversion
+50%
New Investor Conversion
Descoped Exploration
Plum Value Graph
I explored using infographics that help to visualise the progress user made towards their goals. This allows users to see the trend at a glance and unlock more interactions to communicate complicated breakdowns (e.g. withdrawals events, net gain/loss etc.)
This iteration was descoped due to the lack of engineering capacity and tight timeline.
Customisation
I also explored allowing users to customise their Home Screen to make it truly tailored to their needs and cut through all other noises that aren’t relevant to them. Providing a certain extent of flexibility would help us provide a sharp focus on the users’ horizon, which could vary from time to time, depending on which stage of the financial journey the user is in.
This idea received positive feedback from both prototype testing and our internal hallway testing.
However, it was also descoped due to time constraints.