Employment
Redesign of Investor Insight - from strategy to product launch
role
Design Lead + UX Designer
Employer
Nykredit
yeAR
2019
nykredit Wealth management
For many people, management of pension, mortgages, and investments can seem like very complex topics, a bit intimidating, and something not completely accessible for the common bank customer. In my time at Nykredit I led and worked on projects that wanted to change just that, focusing on making investing a more easily accessible topic for bank customers.
One of the platforms I worked on was Investor Insights - a news and content platform where Nykredit's analysts and experts on investing, economics, and wealth management share their knowledge in podcasts, videos, and articles for people to enjoy and learn from. Increased demand for content made Wealth Management want to improve the platform where the idea of defining a new digital strategy to drive a redesign was born.
my role
As co-owner of the project, I was responsible for organizing the project's activities and leading the design efforts. I lead collaboration and secured alignment between experts on wealth management, customer experience managers, product owners, and the engineering team while also managing and delegating work to our external partners; our user insights team, two strategic design agencies, and a freelance designer. All to secure ownership between stakeholders and a consistent user experience, generate user satisfaction, and secure long-term customer loyalty.
some of my responsibilities
→ Co-creating and defining a new product strategy for Nykredits online news platform about investing + Nykredits share and stock app.
→ Co-owning the projects and leading the design efforts. Secure alignment between stakeholders, external partners, and engineering.
→ Secure a thoughtful connection between the product strategy and the needs/pains from three different customer segments, while considering how to elevate the distinctive traits of the unique touchpoints.
→ Secure a consistent user- and brand experience across touchpoints.
→ Lead the prioritization of features and secure the implementation of new features and design in collaboration with the engineering team and PO's.
User Insights as Decision Drivers
To help create a shared vision for a portfolio of digital products, services, and offerings within Wealth Management - combined with securing well-thought user experiences based on insights about user's needs and wants - I co-lead efforts to develop a new digital strategy to kick off a redesign process of the platform Investor Insights.
In the efforts, I drove synthesizing of user insights, took part in conducted quantitative user research using Survey Monkey, and secured a well-established feedback loop combining baseline testing, hypothesis testing, and validation testing.
Workshop: Structured design thinking to help define product strategy
Establishing a shared language and strategy for the customer-facing products within Wealth Management was an important step towards re-designing them.
To secure ownership, develop new ideas, and create a shared strategy, we used the workshop format to explore new ideas and ways of moving forward.
Using The Value Proposition Canvas we explored new and existing value propositions by pairing business offerings with customer insights to find new fits.
To further explore new ideas and we used HMW's and used dot voting to prioritize focus areas and ideas, resulting in a strategy for a shared experience vision.
Defining product strategy by combining user needs with value proportions.
Testing, testing, and testing
- from insights to feature conceptualization
With a defined strategy we were able to begin the re-design process of one of the digital platforms; Investor Insights. To secure a user-centered design process we continually performed testing to obtain user insight and validate ideas, moving from a high-level strategic vision to the conceptualization of detailed interaction design:
- The team performed baseline testing of the existing Investor Insight to gain insight on the performance and to understand some of the user's main challenges.
- Based on the baseline test, and existing insights on Investor Insights' three main customer segments, the team developed hypotheses for new solutions and features to help solve the challenges the baseline test had exposed.
- From the hypothesis validation the team was able to prioritize and develop new value proportions and features to implement.
connecting insights with interaction design
Identified Core User Needs
Design for different access points
The users have many different access points to Nykredit's investment news. They expect to find content that is easy to both access, understand, and fits their needs.
Design for clear differentation in content
The users value a simple layout and a clear overview. Tags on format and reading time combined with differentiation between topics and themes make the content easy to engage within new ways.
Design better user flows and enhance the sub-site hierarchy
The users are challenged by the lack of navigation and raise questions about how to get to the front page and even getting the understanding that a front page exists.
Design for deep-dives
Some users express a wish for content that takes a deep dive and is more focused on a specific topic.
Wireframes
The New Features
Using topics to guide interest born users
By using fun and friendly illustrations combined with an easy-to-navigate selector, we took the user's love for engaging with content based on specific topics, to a new level.
topic illustrations
navigation based on topics
navigation based on themes
Themes as a way to add timeliness and new ways to access existing content
By adding themes to the Investor Insights platform the team wished to address the business need for combining new and existing content in new ways - while also making it possible for the more engaged users to take deep dives into new knowledge by presenting curated content in a new form.
Formats that fit every browsing stage
Users expressed great appreciation for the different kinds of content formats the Investor Insight platform provided; podcast, video, and article.
By adding filtration based on format the team wished to enhance the accessibility of content based on the user's specific situation and need, and enhance the usefulness of format tagging.
enhanced access to content navigation by filtration based on format
enhanced hierarchy and navigation by topic and theme by introducing new page types
Collection pages to enhance hierarchy and content structure
The baseline test of the existing Investor Insights platform showed that the users had difficulties in navigating back and forth between content and topics, especially if they came from an external channel.
By introducing new collection pages the team wished to enhance the content navigation made accessible by topics and themes.
Always a way back - or a new way to generate the first visit
With users coming from external channels, often engaging with a single piece of content, the team wished to improve the presentation of Investor Insights as an independently sub-universe, by nudging users to both navigate to the front page or simply better show where they are on the site structure.
visually highlighted on-page sticky navigation to front page + to topic page
Ways to spend some time and take a deeper dive
With users expressing a wish for deeper dives into insights and subjects about investing, the team wished to make it possible for the users to do just that - by allowing the user to sit back and enjoy curated playlists - while also reaching for the "time spend" KPI.
Video playlist
podcast player
