When the client approached us, they had concerns that the original home page was not resonating with users. So, we gathered qualitative feedback from users through surveys and 15 user interviews. Key findings included:

• Bland User Interface: The old home page was text-heavy, lacked interactive elements, and had limited visual appeal, leading to user disengagement.

• Lack of Motivational Triggers: There was no clear prompt for users to take action to improve their financial status.

• Existing users felt the app’s home page did not give enough information or motivation to return regularly.

• A large percentage of users felt discouraged when seeing their low financial health score. The app's largest user demographic are young professionals who have far ways to go to reach financial freedom, resulting in lower scores.

Heat Mapping Analysis:

• High Engagement with Health Score: The heat map revealed that users consistently focused on and clicked the health score module more than any other element on the home screen. This behavior suggests that users were highly interested in monitoring their financial health status.

• Low Interaction with Missions: In contrast, the mission-related features, such as budgeting tasks and financial planning tips, received minimal attention. Despite these elements being essential for guiding users towards financial goals, they were overlooked.

Key Insight

• Our primary demographic consists of young professionals who are generally at the beginning of their financial journey and far from achieving financial freedom. As a result, most users have lower health scores based on their current financial standing. The strong focus on the health score, combined with generally low scores, could discourage users rather than motivate them, potentially affecting their engagement with the app.