Create a leading mobile experience that supported Hargreaves Lansdown’s trusted brand reputation, through understanding the way people manage their money had transformed and demystifying the trading process for HL customers by developing a flexible system for investing.
We began a discovery phase to help understand the competing forces around the customers expectations, needs, pain points, and the new market landscape. After interviewing company stakeholders, employees, and existing customers we created a a spreadsheet summarising key patterns, insights, and technology opportunities mapped against each individual persona, using a weighting score to prioritise different features and use cases.
From analysing these areas including, web and app analysis and learning the trading processes to get a better perspective of trading and the nuances it carried, we began to define the new experience that included 4 key principles; Simplify, Relevance, Guidance and Security.
In addition to redesigning the global elements of the experience (login / account / trading / navigation / news / search), I focused efforts on the understanding factsheet detail pages for funds and shares and cell structure, looking at every piece of data displayed to determine a hierarchical structure based off relevance to the customer and providing insights with visual representations.