Summary.
The Product teams of a Cardiff-based Digital Investing Company worked with BehindLogin to streamline the design of a new mobile app feature. By analysing competitors with BehindLogin’s UX research, the company reduced design costs by £40K and cut the go-to-market timeline by 4 weeks. The feature increased customer portfolio values by an average of 8% within 12 months.
Problem.
The product team aimed to introduce a new feature for helping users find and select new investment funds within their app. They wanted to leverage insights from UK and international competitors to ensure the feature was industry-leading. The challenge was to create a design that streamlined the complex fund selection process, drawing inspiration from best-in-class competitors.
Approach.
BehindLogin identified 5 key competitor apps and used its global research panel to conduct UX research. We held screen-sharing sessions with experienced users, where participants showcased how they navigated investment fund selection. Recordings and screenshots were analysed to create UX Journey Maps, giving a comprehensive view of competitor strategies. This analysis identified key themes, best practices, and opportunities for innovation and BehindLogin put together a comprehensive set of recommendations based on our UX research.
Results.
These insights helped the client refine their design, integrating the best elements of competitor offerings while streamlining the feature for their customer base. Our clients observed some great results:
- Cost Savings: £40K saved by reducing design complexity and prototyping stages
- Time Efficiency: Go-to-market timeline cut by 4 weeks.
User Impact: High engagement with the feature increased the average portfolio value for customers using the feature by 8% over the next 12 months.
