My Role

Product Design

Team

Aura Finance Design Team

Timeline

Ongoing (2024)

Tools

Figma

Business Problem

With a new MVP launch underway, there was an opportunity to enhance the onboarding flow, specifically, the financial well-being assessment to meet user needs better. Despite offering a unique approach to financial wellness, Aura’s onboarding flow was failing to maximize its potential due to an incohesive user experience.

Solution

I spearheaded the redesign of the financial well-being assessment flow, prioritizing alignment with user needs and Aura’s updated brand identity. The goal was to transform it into a seamless, intuitive experience that not only educates users about their financial wellness but also inspires confidence and action, positioning it as a cornerstone of the onboarding journey.

Context

Aura Finance is a comprehensive financial wellness platform designed to help your employees achieve financial stability and peace of mind.

Research & Discovery

I kickstarted my design process by conducting an audit of the current solution

As part of Aura’s many perks, our co-founders host financial wellness workshops to help users get the most out of their Aura subscription. An essential component of their workshops is having users take the financial well-being assessment to find out their scores. At the time, the current solution was being housed on a type-form but eventually migrated to being part of the Aura web app onboarding experience:

The current solution is limited and not insightful to users

Upon walking through the flow, I recorded some initial thoughts and pain points. After sharing with my team and co-founders, we noticed that users shared the same sentiments during our user testing sessions:

“How is my score calculated?”

Users answer a series of questions that aren’t data and money-specific but rather focus on feelings about money. Still, it would be nice to see the breakdown of the score.

“The scale isn’t intuitive. What is the numeric value of my score versus the US average?”

At first glance, I’m not sure what my score means, or if it’s even good or bad. There’s a lack of context and necessary information that needs to be addressed on this screen.

“The recommendations are generic.”

How can make this feature more valuable to users?

Competitive Analysis

I analyzed 8 other competitors to identify areas for improvement

The goal was to understand the gap between Aura and it’s competitors, determining ways in which we could improve our user experience to be up to industry standards.

List of competitors:

  • Financial Fitness Group

  • FINRED

  • Monarch Money

  • Asteya

  • Origin

  • MSA

  • Fistscore

  • Bolder Money

Design Recommendations

Our goal was to redesign the flow to be concise yet intuitive

4/8 competitors had <12 questions within their assessment flow

Consider keeping the flow as concise as possible (<12 questions) to maintain user retention and engagement.

4/8 competitors show a breakdown of how the final score was calculated

Design an intuitive scale by offering tailored results and insightful action items. Consider implementing a breakdown of the final score.

5/8 competitors focused their assessment on non-personal or specific financial questions

Focus on asking questions related to user sentiment. Specific financial questions will asked later in the onboarding flow.

Ideation

I began sketching lo-fi wireframes to visualize ideas and brainstorm a new user flow

I explored different options in which we could redesign the final score screen. Some features that I wanted to prioritize include:

  • A description or persona that’s personable to the user’s results

  • Score breakdown

  • Action items or suggestions related to their score

Iteration v.1 of the financial well-being assessment

I redesigned the first iteration of the scale to align with Aura’s updated brand identity. Keeping the user's pain points about being unaware of how to interpret the score in mind, I implemented a descriptive H2 and numeric scale that visually presents the users’ results. Additionally, I added a description of what the users score means as well as a breakdown, including the 3 topics that the assessment asks about.

Iteration v.2 of the financial well-being assessment

Based upon feedback from my product manager and co-founders, we realized that we were unable to implement a score breakdown given the constraints of the CFPB scale that we used to model our assessment. The CFPB scale is a science-backed financial wellness tool that uses an absolute scale to determine user results. Pivoting our design goals, we decided to prioritize implementing actionable suggestions and an informative indicator that teaches users about what financial wellbeing is.

Final Design

Leveraging feedback and compiling learnings from the last round of iterations, I came up with this final screen

Measuring Success

This feature is currently being developed!

Until I can track user success and feedback, please enjoy the screens of my solution below.