CASE STUDY

 

Holvi App

 

Holvi is an online banking service tailored to small business owners, freelancers, and entrepreneurs.

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Role

Senior UX/UI Design

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Duration

6 Months

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Tools

Figma, Miro, Adobe Creative Suite

Challenges

As a Senior UX Designer, my primary responsibility was to improve the usability and efficiency of Holvi’s existing application. Specifically, I was tasked with revamping the flow for core banking functionalities, improving user engagement, and addressing customer feedback on pain points.

 

  • Complex and Confusing Flow:
    Many users found the existing flow for managing transactions, payments, and invoices confusing and unintuitive. The process was particularly cumbersome for new users unfamiliar with financial applications.
  • User Drop-off:
    There was a noticeable user drop-off during key actions, such as adding payment details or sending invoices, resulting in abandoned processes. Understanding where and why users disengaged was a key challenge.
  • Multiple User Profiles:
    Holvi caters to a diverse user base including small business owners, freelancers, and entrepreneurs. The needs of these profiles varied greatly, making it difficult to create a streamlined experience that could cater to all segments equally.
  • Fragmented Information Architecture:
    The navigation structure and information architecture lacked coherence, causing confusion and frustration for users. Information wasn’t always where users expected it to be, and users struggled to complete basic banking tasks quickly.
  • Mobile-First Expectation:
    With the rise of mobile banking, users expected seamless access and intuitive design on mobile devices. However, the mobile experience of Holvi was not on par with the desktop version, leading to inconsistent experiences across platforms.

 

 

Objectives

 

  • Simplify Core Banking Flows:
    Redesign the process for completing key actions (such as managing transactions, making payments, and sending invoices) to reduce user drop-off and improve efficiency.
  • Improve Information Architecture:
    Restructure the navigation and information hierarchy to enhance discoverability, ensuring that users can find the features they need with ease.
  • Increase User Retention:
    Identify where users were dropping off and address those pain points by improving the overall flow, reducing friction, and offering guidance throughout the process.
  • Enhance the Mobile Experience:
    Ensure that the mobile application was optimized for a responsive, intuitive, and consistent experience compared to the desktop version.
  • Address Diverse User Needs:
    Design a flexible experience that caters to both novice users (freelancers) and experienced users (business owners), offering clear guidance without overwhelming experienced users.

DESIGN PROCESS

RESEARCH & ANALYSIS

Competitor analysis

Data Analysis

User Interview

Surveys

STRATEGY

Customer Journey Map

Key Design elements roadmap

IDEATION

Lo-Fi Wireframes

Hi-Fi Wireframes

Interactive Prototypes

TESTING & VALIDATION

A/B Testing

Usability Testing

We utilized and prioritized the key phases of Discovering, Synthesizing, Ideating, Designing, and Implementing.

During the research phase, we spoke with our user demographic to understand their pain points, their needs and goals, and their day-to-day.

During the strategy phase, we compiled our research to identify patterns and innovation opportunities based on the data we gathered during discovery.

During the ideation phase, I sketched out wireframes, designed information architecture, and go to rough drafts of low-fidelity mockups. Then I came to design thema, and spent time converting our low-fidelity designs to high-fidelity by defining a visual language.

During the prototype & test phase, a prototype of our application was developed and used for the first user tests.

RESEARCH & ANALYSIS

To gain a deep understanding of the existing issues, I started by gathering both quantitative and qualitative insights.

  • User Interviews and Surveys:
    I conducted interviews with Holvi users to gather feedback on their experiences and identify specific pain points. Surveys were also used to capture a larger range of user insights.
  • Data Analysis:
    I worked closely with the data team to analyze user drop-off points and patterns in the existing application. This helped in identifying specific areas in the flow that needed the most attention.
  • Competitor Analysis:
    I conducted a competitive audit to understand how other fintech apps handle similar challenges, gaining insights into industry standards and best practices.

STRATEGY

Customer Journey Maps

I created journey maps for each persona, mapping out the user’s experience from registration to core banking functions (e.g., managing accounts, making payments, etc.). This allowed us to pinpoint moments of frustration and highlight opportunities for improvement.

KEY DESIGN elements

Simplification of User Flows

The primary focus was on simplifying complex flows such as payments and invoicing. By reducing the number of steps, integrating real-time feedback, and providing inline guidance, I made the process much smoother for users.

Improved Navigation Structure

I restructured the information architecture, creating a clearer hierarchy and improving discoverability. The main navigation was redesigned to prioritize frequently used features, while secondary features were made more accessible through a well-organized menu.

Progressive Disclosure

Using progressive disclosure, I was able to cater to both novice and advanced users. Novice users could access step-by-step guidance, while advanced users had the option to bypass these tutorials for a quicker experience.

Visual Hierarchy and Consistency

I focused on establishing a clear visual hierarchy by using typography, color coding, and whitespace effectively. This helped users prioritize actions and navigate the app more intuitively. Consistency in design elements across different screens ensured a seamless experience.

Microinteractions and Feedback

I introduced microinteractions to provide users with immediate feedback when they completed an action, such as confirming a payment or submitting an invoice. This reduced user uncertainty and made the application feel more responsive and interactive.

Mobile-First Approach

With an increasing number of users accessing Holvi through mobile devices, I adopted a mobile-first design strategy. I ensured that every element and flow was optimized for smaller screens, while still maintaining consistency and functionality across platforms.

IDEATION

    • Low-Fidelity Wireframes:
      I started with low-fidelity wireframes, focusing on simplifying the layout and flow. I experimented with different navigation structures and workflows for core functionalities.
    • Interactive Prototypes:
      After iterating on wireframes and creating Hi-Fi version of them, I created clickable prototypes using Figma. These prototypes allowed for testing new flows and layouts before full implementation.

TESTING & VALIDATION

    • Usability Testing:
      I conducted usability testing sessions with both new and existing Holvi users to validate the new flow and design. This provided direct feedback on what was working well and where further improvements were needed.
    • A/B Testing:
      Working with the development team, I helped deploy A/B tests to compare user engagement between the original flow and the new flow. Metrics like completion time, user satisfaction, and drop-off rates were analyzed to validate the new design.

FINAL THOUGHTS

  • Redesigning the user flow for Holvi’s banking application presented several challenges, but through a methodical UX design process, we were able to significantly enhance the overall user experience. The improvements made not only addressed the pain points but also contributed to increased user retention and satisfaction. My role as a Senior UX Designer allowed me to directly impact the success of the project by creating a solution that balanced the needs of both novice and experienced users while optimizing for mobile-first functionality.

Let’s make something amazing together!

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Germany, Munich Area

Email

hello@aleksandramaslon.com