richartapp

Overview

Richart App has been launched for 7 years, and as the product has gradually matured, both its features and marketing events have become increasingly complex. The existing structure can no longer support the new content, leading to usability issues and making cross-selling difficult.
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In terms of branding, the Richart dog character has deeply resonated with users, but as they age, it no longer meets the needs of the increasingly mature audience. We’ve redefined Richart’s "brand personality" and "brand image," creating a fresh brand image.

VIEW APP

MY ROLE

Senior UI Designer

MY SKILLS

Competitive Analysis, Ideation, Branding, UI Design, Prototype, Design Token System

TEAM

Alan Yang, Koan Lin, Tina Liu, Jie Wu, Ann Wang, Ruei Lin

DURATION

10 months (2022.7-2023.5)

Challenges

Purchased financial products cannot be effectively understood in an overview, making it difficult for management.
Frequently used features like transfers and managing accounts are difficult to find, resulting in users being unable to access tasks immediately.

Projects Goal

Simplify the process to enhance a more efficient interaction experience.
Provide flexibility to users to achieve a personalized service experience.
Make customers feel the product's advantages to enhance their engagement and loyalty.

COMPETITIVE ANALYSIS

Explore strategies among 20 digital bank and payment apps

I evaluated 20 fintech and payment apps from both overseas and domestic, with a particular focus on their information architecture, methods for highlighting key features, and trends in interaction experiences. Ultimately, I summarized the findings and presented the patterns to the team.

Competitive analysis

USER RESEARCH

Explore the behaviors and needs of existing users

To gain a deeper understanding of users' pain points and goals in the Richart app, we conducted 8 in-depth interviews. In user interviews, we used card sorting and open questions to comprehend user needs and behaviors.

The Interviewee prioritized finance services

Online observation

PERSONAS

User maturity varies across scenarios, influenced by their life experiences and changing financial needs

Based on our user research, we identified key differences in customer behaviors and preferences influenced by their time and financial investment in planning. To delve explore users' perspectives, we developed three personas with their goals, frustrations, and needs.

The levels of maturity in different financial situations

Persona

KEY FINDINGS FROM RESEARCH

To connect with users, Richart app should create more engaging touchpoints

By thoroughly understanding the user journey within the app, we can deliver seamless experiences at every touchpoint and increase user satisfaction.

IDEATIONS

Balance user and business goals with HMW

To discover design solutions aligning with both user research findings and business goals, we generated over 20 "How Might We" (HMW). After extensive discussions, we defined the one that best aligns with the goal.

I worked with the UX designer to discuss the overall information architecture and interaction experience, trying out many versions during the discussion.

How might we enhance user exploration and motivation through restructuring, establishing a long-term and deep relationship?

Ideation and wireframe

SOLUTIONS

Design Highlights

We optimized the information architecture of the Richart app to enhance business flexibility, highlighted frequently used features, and introduced a new "Explore" page that integrates the latest offers and information across all products.

For branding, we created a new brand spirit, "All in Richart," conveys a straightforward and minimalist concept, where everything you need can be found in app. It amplifies your wealth and makes it easy to embrace a more purposeful and confident lifestyle.

01

Enhance the homepage to make it more personal

Homepage allows users to view a overview of assets and customize financial widgets at the bottom, making it easier to manage and track financial products while tailoring the homepage to individual needs. ‍The new version also introduce a dark mode, with a visually distinctive dark theme that highlights the brand's character.

02

Make payment faster and easier to use

Payment and collection features have been elevated for quicker access to key information. Additionally, a new customizable feature for favorite transfer recipients has been introduced, enabling users to make transfers directly from the first level.

03

Offer cross-product exploration to inspire extended use of assets

Explore page integrates the latest offers and information for all products, ensuring users don't miss out. With innovative interactive experiences, such as social-inspired stories and polls, the page boosts users' motivation to explore.

04

Build long-term and meaningful relationships with users

Integrate task activities on one page to enhance interaction engagement between Richart and users, offering more benefits to loyal customers with higher interaction level.

VISUAL DESIGN

Create a new visual identity system and tone of voice

I created a comprehensive visual identity system, using a diverse range of visual elements to fully reflects the brand tone that the redesigned Richart aims to convey to users. From brand image and visual style to copywriting, we aspire for users to experience Richart’s spirit of breaking boundaries and creating trends.

REFLECTION

What did I learn?

This was a large-scale project where cross-functional collaboration was essential. Working closely with PMs and engineers ensured that the product details aligned more accurately with the design specifications.
We launched dark mode in this redesign. During the project, I built a new design token system document for the team, enabling the development and design teams to collaborate more efficiently. I also shared the concept of design tokens with the client to align on the approach and build consensus.