Project Overview 🔎
Trading Global is focus to streamline the process of buying and selling stocks on Glomo*, offering users a seamless and trustworthy platform for conducting transactions.
The objective is to establish a cohesive user experience for these operations, to extend it to diverse geographical locations and customer segments already utilizing this service on the web.
*Glomo is the flagship app of BBVA.
My role as a PRODUCT DESIGNER 🙋🏻♀️
Collaborating under the SCRUM Methodology, I worked alongside another Product Designer and a Content Strategist, taking ownership of the project to kickstart operational definition. Meanwhile, initial explorations and geographical needs understanding were handled by a separate team.
As a Global Product Designer, I thoroughly explored the project's scope and user needs across various geographical regions. Additionally, I performed in-depth analysis of product features and specific user flows through discovery sessions to understand business rules, investment in functionality, and overall product operations.
Design Process: THE DOUBLE DIAMOND 🔷
PRIMARY RESEARCH 🕵🏻
The primary research involved reviewing previous studies and documenting the initial findings. To reinforce these results, we conducted interviews with 8 users (4 basic profile and 4 experts in stocks), focusing on evaluating initial explorations and identifying potential problems and solutions for future steps.
What I did:
I revisited the evaluation report to uncover the findings. Additionally, I reviewed the recordings of the tests to gain further insight into the issues and challenges users encountered while using the prototype.
What I found:
I mapped out all the iterations and features that posed the highest risk using a severity scale and a heuristic analysis based on Jakob Nielsen's Ten Usability Heuristics.
In-Depth interview: WHAT VALUABLE INSIGHTS WE DISCOVER DURING THE PRIMARY RESEARCH?
SECONDARY RESEARCH 🤓
To address these challenge, our team embarked on a comprehensive research secondary phase. We conducted surveys, interviews and usability testing sessions to gain insights into user behavior, pain points, and expectations.
Through this process, we mapped out all the problems and their potential causes to improve the features in the iteration state; analyzed and categorized the findings by severity level and presented them to the Product Owner (PO), Scrum Master and BECO.
Main features selected for testing:
Risk level assessment, Seeker functionality, action detail clarity, validity verification and operational trend analysis.
What I did:
Based on first interviews conducted by the other team and the following criteria for the secondary research, I crafted two personas for the next user testing with prototype; grounded in shared goals, pain points, and levels of expertise within the stock trading industry.
At the same time, I refined all the principal findings through benchmarking and understanding the user needs for buying and selling stocks. This process greatly facilitated the structuring of user tests.
USER TESTING 🤳🏻👀
Objective: Test the stock buying and selling flows among users experienced in such investments, particularly those who conduct transactions via digital channels and are users from other market apps. Through this testing, we seek to identify user issues in complex transactions and propose effective solutions that notably enhance their overall user experience.
Secondary Objectives:
- Assess the clarity and utility of the content.
- Understand the preferences for terms and concepts among users who engage in trading activities to incorporate this language into workflows.
- Analyze users' perceptions while navigating through the purchase and sale flows to determine their satisfaction levels.
- Identify the processes users undertake for each operation.
Ideation and evaluation: WHAT WE FOUND AND HOW WE SOLVE IT 💡
Workshops - WITH ALL GEOGRAPHIES WHERE TRADER GLOMO WILL BE IMPLEMENTED 🫡
After the iterations, we conducted a session with the teams from Mexico, Argentina, Spain and Peru to revisit the discussions and gather their feedback on the initial flow proposals. During these sessions, we thoroughly reviewed the flows and categorized the comments to identify those applicable to the local version.
Heuristic evaluation - BEFORE THE IMPLEMENTATION ✅
After the initial workshops with geographies, we conducted a heuristic evaluation with the assistance of an expert panel. The aim was to identify potential usability issues before iterating on the proposals for user testing.
The panel comprised 6 evaluators: 2 BECO experts, 2 design managers and 2 product designers.
Moving through the Falling Action as things come together 😌
As the redesign took shape, we implemented Global Guidelines with geographies on components based on the BBVA Global Design System. Additionally, we introduced new features such as Market Position, order detail, title prices, and title insights, along with seamless integration with budgeting apps and investment platforms.
We continuously tested and refined the new features through interviews, AB testings, JTBD Canvas, and prototype usability tests on high and low fidelity prototypes, ensuring that the app met the highest standards of usability and performance.
THE SOLUTION - Wrapping everything up 🏁
The successful launch of the redesigned app garnered overwhelmingly positive feedback from both users and stakeholders. Notable improvements were observed in user engagement and satisfaction metrics, evidenced by higher adoption rates and increased frequency of use compared to competitors.
BBVA effectively implemented a mobile solution for web traders across a wide range of geographical locations, further establishing its reputation for providing top-tier digital banking experiences. This achievement is particularly noteworthy given that expert users, who previously favored competitors for their transactions, now choose BBVA.
Looking ahead, BBVA's ongoing commitment to user-centric design and innovation will ensure that the app remains a valuable tool for customers to seamlessly buy and sell stocks from their mobile devices.
