New to App users
iOS & Android
KPI: Customer Engagement
Storytelling through value propositions
My Role: Product Designer
Content Design: Kris Dmytrenko
Team Lead: Tabitha Steffens
Head of Mobiler: Alexandra Tsourkis
Welcome to Tangerine
"Opening a new app for the first time is an important experience as a business and as a new customer . Showing people what matters and that they made the right decision is key. The true balance of form and function."
bright spot
understand the ask, gather requirements, assess scope
step 1: discuss
How might we create a beautiful, value-driven experience for newcomers to the Tangerine Mobile App that showcases our unique offerings and solidifies their decision to bank with us?
Business Requirements
Using updated design system and branding, create an effortless experience for New To Bank customers opening an account, increasing acquisition at first time app-launch.
I want...
To be wowed (not intimidated) when I open a banking app for the first time
I want...
To see why digital banking is the right fit for me
I want...
To understand the benefits of Tangerine before I sign up as a customer
I need...
An instant impression of what I'm signing up for
I need...
Reassurance that I'm in the right place
I need...
The option to log in or become a new client
Simple text is easy to implement and host, but leaves a lot to be desired
The main actions were clear, but the current state wasn't showcasing the WHY
We can make an experience that goes beyond functional and into something extraordinary
Current State
The existing experience defined for improvement
ask questions, gather research, find data
step 2: discover
Competitor Analysis
Understanding how our competitors deliver this experience helps to map the space. This allows us to use pre-existing mental models a launchpad for innovation.
strategy, wireframes, visual designs
step 3: design
Architecture & User Flow
Mapping the experience with various user flows before wire-framing allows us to understand all entry points, and create a concise communication of the flow
final deliverables
step 4: deliver
Initial Concept & Iterations
Using an iterative approach, wireframes allow the stakeholders to understand the flow in a low-fidelity screen state
reflect
step 5: debrief
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Closing Thoughts
Reimagining this experience was a great experience. While it wasn't my first time redesigning a welcome screen (see my older case study with TD) it was my first time working side by side with a professional illustrator. Working with someone you can craft your vision side by side with was deeply rewarding and exciting. It's amazing to look back at all the iterations to see how the act of agility and discipline shaped this project into what it was.
Learning
I learned a lot working with the developers on building this process. While I can't share the full Quality Assurance process and one on ones with the development team, this project honed my technical communication skills dealing with such a responsive project.
Opportunities for Improvement
This project didn't start out with clear requirements, which is something I hope to take away and ensure those discussions and alignments happen before design work truly begins.
