Goal-setting MVP:
Save for an emergency fund
Design, write and test a new feature to help all Experian members set, track and reach their credit and money goals.
A little background: Our product team wanted to explore a new feature to give members tools to reach their financial goals while driving sign-in rates and visits to other parts of Experian. Our goal (no pun intended) was to release an MVP across web, iOS and Android.
My role
As the sole UX writer, I wrote all of the product copy for this feature.
But I did more than just the words. I also:​
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Gave design feedback and shared my point of view.
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Joined brainstorming sessions.
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Attended weekly syncs with design, product, analytics, engineering and marketing team members.
Things to consider
There were several points to keep in mind when it came to design and content.
Insights from previous tests
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Include progress tracking.
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Offer flexibility to build on a current goal.
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Provide tools, resources and education.
Business requirements
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Drive engagement with other parts of Experian.
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Increase sign-in rates.
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Position Experian as more than credit reports and scores.
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Design a hub where users can see all their goals and related info in one place.
MVP screens and user testing
I collaborated with a UX designer and researcher to design and test a multi-step MVP flow. Together, we developed a testing plan to identity successful elements and potential pain points.
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Introducing the goal with a brief definition and description of what to expect.
Positive feedback
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Users felt supported and that Experian would "be by my side."
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They felt the experience met them where they were.
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Users also felt encouraged and that they were "already on track" when they finished the flow.
Last screen of the flow confirming the details and leading to the goals overview.
While much of the feedback was positive, users expected more than one goal to choose from and needed clarification on how we calculate how much they should save.
MVP screen
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My proposed changes
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Pain points
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Why is there only one goal?
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Users wanted to customize "any kind of goal."
Solutions
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Change the headline to help set the proper expectation.
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Explore opportunities beyond the body copy to convey the "newness" of the feature.
MVP screens
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My proposed changes
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Pain points
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Users weren't sure how accurate they needed to be.
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They didn't realize we would calculate their total monthly spending for them.
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Some were unclear where the savings amounts came from.
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And they were thrown by the word "essentials."
Solutions
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Use clear, consistent and more direct language across both screens.
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Include total monthly spending in close proximity to target amounts.
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Update the illustration and CTA on the calculator screen to emphasize its functionality.
We also gained valuable insights on the best times to present specific content.
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Users wanted guidance on how much they should save.
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We could add the ability to connect an external bank account or ask for their income.
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Ask earlier in the flow to better predict when they'll reach their goal.
Other elements of the experience
I also wrote content for the goal details page, errors, banners, modals and anything else we needed words for.
If you're interested in seeing more of these, let me know! I'd be happy to share them with you.
"While you save" resources link to other parts of Experian.
Full screen error using messaging from our content gudielines.
Users need to manually update their savings, so I added helper text for extra clarification.
I reinforced the progress tracking value prop since it resonated with users.
Error if user tries to go through flow without entering monthly spending.
Celebration moment to provide a sense of accomplishment.
Reflections and challenges
Unfortunately, this was my swan song with Experian. It was also my first time building a new feature from scratch. Even though I wasn't around for the release, I learned several valuable lessons I can apply to future projects and workflows.
Early alignment and clarity
Bring everyone together early on to discuss ideas, voice concerns and ask questions to ensure we're all on the same page and to reduce back-and-forth or potential confusion later in the process.
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Test early and often
A scaled-back version of the experience and a more agile approach may have worked better for an MVP so we could gauge interest, learn and iterate.
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Listen to your users
During testing, users unknowingly helped us solve business needs several times and offered insights on the best time to present certain information.
Ready to see more of my work?