Inyova Germany Onboarding

Inyova is a well-established brand in Switzerland that offers sustainable investing. The aim of this large-scale project was to create a customised design for the German market and launch it for German users. The project involved updating the entire customer onboarding journey both for mobile and web apps in accordance with EU regulations, while ensuring user-friendliness.

The Goal

The objective was to create a user-friendly Inyova onboarding journey for German users, for both mobile and desktop versions of the web app, while seamlessly integrating the necessary European regulation compliance measures.

The Approach

  • Create an easy and seamless sign-up journey that allows users to explore the platform before investing.
  • Ensure that the platform feels trustworthy and secure by making information as transparent and understandable as possible, thereby instilling confidence in users.
  • Strictly adhere to all regulations and relevant law set by the European Union, ensuring compliance within the new market.
  • Make the new platform accessible across both mobile and desktop versions of the web app, providing a seamless user experience across different devices.

German Regulatory Requirements

First task was to review the legal requirements from the European Union and identify necessary modifications for the German version of the Swiss platform, with the aim to maintain a consistent onboarding design. Updating the platform’s information architecture to comply with EU regulations posed a challenge due to the need to incorporate an extensive set of financial questions. This made the onboarding process more time-consuming and required users to enter sensitive information. Striking the right balance was crucial, as the goal was to ensure regulatory compliance without discouraging less motivated users from exploring the platform.

To address this, two prototype versions of the onboarding journey were designed and user-tested:

Version A: In this version, only the most essential questions were asked upfront. Despite the increased development challenge, I believed it would provide a smoother user experience as it allowed users to more easily preview the platform before committing to invest.

Version B: In this version, all regulatory questions were asked upfront, simplifying the development process but potentially impeding the onboarding process, as users had to answer many questions before seeing the platform preview.

After conducting user testing, the decision was made to proceed with Version A. This option received more positive feedback from users and proved to be much more user-friendly.

Onboarding Journey Prototype

Version A enabled users to sign up effortlessly and quickly explore the platform before encountering detailed financial questions later in the journey. While this introduced some complexity for the developers, I meticulously mapped out all the edge cases and created a comprehensive overview of various scenarios. As a result, the high-fidelity designs served as a detailed road map for the developers, making the development process clear and easy to follow. Additionally, the onboarding process seamlessly guided users through a structured journey, gradually introducing financial questions as they became more familiar with the platform. This approach ensured a user-friendly experience and compliance with regulatory requirements.

Usability Testing

Before commencing platform development, multiple rounds of user testing were carried out to identify and address any UX issues. Notable issues that were resolved during this process included:

  • Simplifying complex financial terminology to ensure easier comprehension for novice investors.
  • Providing clear explanations to alleviate user concerns about sharing sensitive financial information.
  • Incorporating additional sustainability information to meet the higher expectations of German users compared to Swiss users.

After successfully concluding the user testing phase and making essential adjustments to the desktop version, I moved on to the design of the mobile version. With both versions finalised, the project smoothly transitioned into the development phase.

Challenges

Tackling a Large-Scale Project

The project had a broad scope, encompassing multiple design versions, wireframes, prototypes, and several rounds of user testing. As a designer, my responsibility was to manage all these components, ensuring that the project stayed on track and that all updates were successfully implemented.

Making the User Journey Easy

The inclusion of numerous regulatory questions posed a challenge in ensuring a seamless journey without overwhelming the users, especially before they even see their investment portfolio. To address this concern, special attention was given to the creation of information architecture. This approach allowed users to ease into the onboarding process, with detailed financial questions introduced gradually as they progressed, ensuring a smooth and user-friendly experience.

Trust Issues

EU regulations are more stringent compared to Swiss regulations, serving to provide users with enhanced protection. However, from a user’s perspective, these extensive regulatory questions can create a sense of mistrust toward the brand, as they might be reluctant to share their sensitive personal information. To address this concern during the design process, keeping users informed about their data protection and the reasons behind asking these questions were a priority.

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