Maple Learn

Timeline

TIMEFRAME

Oct- Dec 2024

MY ROLE

Research / Define / Ideate / Design / Usability Test

TEAM

4 UX Designers

PROJECT

Solo Student Project for Concordia UX Design Certification

TOOLS

Figma / Google Suite / Zoom

IDEATION

1 Week

DESIGN

3 Weeks

RESEARCH

1 Week

TESTING

2 Weeks

Overview

Maple Bank is a mobile application designed for an online banking system. Operating without physical branches, it offers checking and savings accounts, e-transfers, investment options, and insurance benefits.

Problem

Newcomers to Canada often choose basic financial products due to confusion about the system, resulting in missed revenue opportunities for the bank and customer frustration.


Solution

Objective

To develop a learning tool that addresses user pain points, fosters long-term engagement, and improves retention, all while aligning with business goals.



To create a financial learning app that enables new users to confidently take control of their financial future with ease.

  • Research

    Our team conducted user and competitive research to deepen our understanding of bank app users and uncover potential opportunities for Maple Learn.

    Primary / Secondary / Competitive Analysis

  • Primary Research

    KEY INSIGHTS

    We designed a survey to collect quantitative data, addressing gaps identified in both our secondary research and the client’s provided data.

    These groups seek resources to educate themselves on personal finance to takes good habits from the start.

    Adding fun elements, like quizzes to validate progress, keeps them motivated. The content should be user-friendly, easily accessible, and designed for short, everyday sessions.

  • An overview of key features each app offers its users.

    Learning content is not readily available to users within the app.

    Secondary Research

    KEY INSIGHTS

  • Identified key opportunities for Maple Learn

    All the baking apps had an abundance of features and product offerings but lacked educational resources for new users or users who are unfamiliar with the banking system.

    Competitive Analysis

    KEY INSIGHTS

  • Ideation

    Our team developed user-centered solutions by brainstorming with "How Might We" statements, gaining a clear understanding of the user journey and personas, and identifying features to offer our users.

    How Might We / User Persona / User Journey / User Task Flow

  • Most of the How Might We questions focus on providing interactive educational content that is easy to use, appropriately informative and helps the user progress in their journey towards financial literacy.

    HMW empower users

    to quickly understand

    the Canadian financial

    system to make informed

    decisions for themselves &

    their families?

    HMW ensure that the

    app’s educational content

    is interactive, easy &

    accessible in short

    sessions?

    HMW make the app fun

    & engaging while

    remaining educational to

    encourage users to return?

    HMW build trust by

    positioning the bank as

    a user’s partner in their

    financial education?

    How Might We…

  • User Persona

  • User Journey

  • User Task Flow

  • Design

    Our team developed both low- and high-fidelity wireframes, which allowed us to visualize and iterate the learning journey, test functionality, and ensure a seamless user experience .

    Low Fidelity / High Fidelity / Style Guide

  • Low & High Fidelity

  • Low & High Fidelity

  • Low & High Fidelity

  • Low & High Fidelity

  • Style Guide

    Headings: Aa

    Colour Palette

    Typefaces

    Headings: Aa

    Headings: Aa

    5B9190

    EDC535

    CCDDDD

    AAAAAA

  • User Testing & Iterations

    We analyzed user interactions to gather actionable insights for the app and carried out multiple design iterations to enhance its usability and functionality.

    User Testing / Iterations

  • Usability Testing

    DURATION - 5-15 minutes

    USERS - 10 users

    HOW - 12 tests, Facetime

    TYPE - Semi-structured interview

    KEY INSIGHTS

    Users globally requested more visual feedback for interactions and clearer instructions on key sections.

    In sections like "Savings Strategies" and "Review Basics,” users experienced confusion and were not sure what to do.

  • Iterations

    NEW ITERATION

    Users found this page informative but generally did not understand what they were supposed to do on it.

    They didn't realize they were supposed to drag the answers and instead tried clicking on them.

    To provide additional context and help users understand what to do on the page, we added explanatory text.

    We added "High Priority" and "Low Priority" labels to help users better situate their answers and align them with their priorities.

    A sidebar was added with to clarify that users could rearrange the options.

    We added a shadow to the "Continue" button to make it clearer that it was clickable, improving user interaction.

  • Iterations

    NEW ITERATION

    Updated header & call to action

    Removed correct answer percentage

    Added skip option

    Percentage of correct answers seemed inaccurate to the users

    Users wanted the option to skip the additional task

    Users believed there were no further lessons due to the header

  • Iterations

    NEW ITERATION

    Users did not like the background for the video

    More details on the content of the video were requested

    Removed the bottom control buttons for the video; Time stamps appears when video is played

    Provided details for the tutorial video

    Updated the shape of the continue button

    Users felt the progress slider should be reduced

    Updated progress slider

Screens

Expected Impact

Number of New Users

30% increase in new users acquired through the application.

Customer Lifetime Value

Increase the user retention rate at MapleBank by10%

Future Adoption Rate

30% increase in new users actively engaging with the application for learning purposes.

Project Takeaways

The importance of regularly clarifying client expectations. Unlike in professional settings with weekly client engagement, we only had one meeting during this academic project. This limited feedback led us to pivot midway, revisiting ideation to better align with user and client needs.

The experience also underscored the value of teamwork. Collaborating as a group of four designers allowed us to challenge ideas, justify decisions, and leverage diverse perspectives, which made the process both stimulating and rewarding.

Next Steps

The focus will transition to exploring the most straightforward and effective ways to integrate the developed app into the main banking application, ensuring alignment with the core banking features, if supported by the test results.

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