Financial Wellness Native App Design

Iteratively improving retention for a financial wellbeing company.

Nav.it is a small startup focused on helping users understand the link between their mindset and their financial wellbeing. Starting with an onboarding flow and a product heuristics audit, we’re helping Nav.it improve the retention and user experience of their native app.

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The Project Team

This partnership is ongoing at ZoCo Design.

Josh Walz, Lead Product Designer

Alex DeMilto, Client Engagement

Customers didn't understand core features. So we held weekly sprints to improve onboarding.

Most Nav.it customers have no issue downloading the app or setting up an account. However weekly active users of the app is very low, and analytics showed that most users didn’t use the primary features of the app.

Weekly sprints with product managers and engineers.

Every week we designed and deployed a facet of product onboarding—ranging from guided flows to dialogs and tooltips—to help users better discover features and improve retention.

A usability audit informed aspirational wireframes and a broad product roadmap.

While research was conducted on customers, we conducted a usability heuristics audit to prioritize continued improvements to the product. We identified different opportunities for improvement within the product.

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Data visualization can better inform trends.

High interaction cost detracts from the user experience.

There are opportunities for in-line educational moments.

The current initiative is overhauling data visualization.

One of the improvements identified in the heuristics audit is an overhaul to charts and trends on customer data. Today a customer can view how their mindset and transactions progress over time, but customers are not interacting with it because the data is not always relevant. Our goal is to make the data more understandable and lay the groundwork for predictive suggestions and trends based on the data in future iterations.