Framework

used as an exploration of taking smaller segments to entice new investors.

Content
Intro, Problem, Solution, Reflections
Overview
Questrade wanted to create a new user journey framework, tested with specific user segments, that could be applied across different account types.
Role
UX & Research, UX/UI Wireframes
Timeline
6 weeks

INTRO

Leveraging Search Queries

As Questrade became one of the first financial companies to launch the FHSA account, they wanted to test a framework that could drastically change how they market existing accounts.

I managed to get 1-2 user interviews to gather some context and established a starting point. I also analyzed user search analytics that led to our site via query strings. Some of the search terms and questions I collected included:

tax free home savings account, tax free first home savings account
first time home buyer savings account, first time home buyer account
when will fhsa start, when will fhsa be available, when can i open a fhsa
what is fhsa, what does fhsa stand for, what is an fhsa

Contextualizing Results

A significant amount of data was uncovered, which I needed to place into the context of our product offerings and the stage users were at. The analysis was worked with another designer to remove bias and it came down to four key stages: exposure, learning, understanding, and application.

PROBLEM

Product Offering Focused

The typical journey on our site prioritized products to relate to users’ needs. This approach often required more effort from users to discern their needs while learning about the products. Given that our site was externally facing and aimed at acquiring new users, it was primarily used for marketing purposes with high traffic for retargeting. Analyzing organic traffic proved challenging, so I mapped out the marketing funnel with an organic approach to see how everything could fit together.

Framework of a journey based on marketing funnel — User journey for the new account in the same structure as a marketing funnel

SOLUTION

A/B Testing the Flow

I recommended conducting a paid A/B test, as the new flow required entirely new pages that didn't align with the current information architecture (IA). The test compared this new flow with a long-form learning article that led to account opening.

Users would land on different pages dedicated to the stage they likely belonged to based on their search term. I split them into three steps:

Learning about the account type and its purpose
Understand the benefits of working with us
Exploring ways to invest through us

The "account type" page provided foundational knowledge, the "benefits" page introduced product offerings, and the "ways to invest" page detailed how each product could be customized based on user preferences and experience.

Some final UI mock ups that would be placed in the A/B test

REFLECTIONS

Promising Fast-Paced Results

There was a lot of momentum with this project, allowing us to test and explore potential solutions. When tested against a learning article, it produced initial positive results which was a good sign to see. As we looked forward to experimenting on other projects some takeaways were:

Prioritize user interviews – This would have allow for well produced mental model of the user journey, from learning about the account to signing up, to making user-friendly design solutions that exceed user expectations.
Test call-to-actions – The CTAs were prioritized based on the flow we designed, which moved users down the funnel rather than directly to account sign-ups first. Playing with the prioritization of the CTAs could render signifcant results towards the business goals first and working with the onboarding team to improve UX across the different touch points.
Have a design system for more flexibility – The development of this project was could be sped up and streamlined both for designers and engineers by providing a standardized set of components.

The AB test captured a small portion of traffic and was a significant departure from the existing IA, further testing on other accounts would bring in more data to compare across the learning article flow and even the regular flow too. The valuable insights we have received gave us an the importance of planning ahead to meet both user and business needs for long-term growth.

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Framework

used as an exploration of taking smaller segments to entice new investors.

Content

Overview