Redesigning the Kian Digital Application

How can we make a financial application that makes users feel good?

The redesign of the Kian Digital app marked a significant milestone in my career as a UX/UI designer. This case study showcases my journey through user research, feature prioritization, design, and collaboration with developers to create a user-friendly and visually appealing fintech app tailored to the needs of its users.

20 min read case study

Full-Time
On-Site
Persian

Background

Kian Digital is a fintech application aimed at providing investment opportunities to a broad spectrum of users, from novice investors to VIP clients. Despite its strong foundation, the app faced challenges such as low onboarding completion rates, suboptimal user flows, and limited discoverability of features. My role was to address these pain points and transform the app into a modern, efficient, and engaging investment platform.

Previously, the Home page, Fund list, and Fund overview pages looked like this:

This page was a little scary because there was so much blue! The CTA, which is Investment Funds in English, didn’t stand out, and it didn’t give the users any excitement or positive emotions.

It was difficult for users to choose which fund was better suited for them on this page. Also, the top image was so old-school, and it didn’t get along with other elements on the page.

This page was overloaded with data that didn’t help users at all. The data was in a bad hierarchy and couldn’t help the user get to the main point, which was investment, of course!

User Research and Insights

The Kian Digital app, a popular platform with over 25,000 investors, faced a crucial question: were users truly happy with their experience? We suspected there might be hidden roadblocks hindering their investment journey.

To understand user needs, we launched a comprehensive user research campaign. Surveys were our first step. Initially, we wrestled with two key questions: who to target and how many responses were needed for reliable data

Research became our guide. We decided to focus on experienced investors – those already using the app for investments. Their firsthand feedback would be invaluable. However, ensuring our findings reflected the broader user base was vital.

Here, a statistical tool called Survey Monkey came into play. We plugged in three key factors: the total user population, an acceptable margin of error (accounting for slight inaccuracies), and our desired confidence level (how certain we wanted to be about the results). Survey Monkey crunched the numbers and revealed the magic number: 379 participants.

Armed with this data and a focus on user experience, we contacted our target audience. Utilizing the app's database, we sent out survey invitations via email and phone, seeking their valuable insights. This survey was just the first piece of the puzzle. Interviews and empathy maps would provide further depth, but for now, the survey results held the key to unlocking user pain points. By understanding their frustrations, we could pave the way for a redesigned app experience that empowers investors on their financial journeys.

I sent out a survey invitation via email and phone, seeking insights about user’s demographics and preferences.
Demystifying the Investor

Since user demographics hadn't been previously collected, we included questions about gender, age, and app/finance knowledge. This helped us understand the user landscape – were they tech-savvy millennials or seasoned investors? Additionally, we inquired about risk tolerance – a crucial factor for investment decisions.


We aimed to create a well-rounded user profile by delving into these demographics. This would be instrumental in tailoring the app experience best to serve the diverse needs of our investor base.


Beyond Demographics

The survey also delved deeper, exploring user experiences within the app. We asked about specific features, the signup process, and any general frustrations. This combined approach – demographics and user experience – provided a rich tapestry of data, helping us identify key areas for improvement.

The Survey Results:

Our user research campaign yielded valuable insights into the Kian Digital app's current state and user base. Here are the key takeaways:

  • User Profile: The primary user demographic skews towards males aged 30-40, with a high level of mobile app usage. Their financial knowledge is average, and they primarily access the app in the evenings.
  • Positive User Experiences: Users felt a strong sense of security when investing through the app (average score: 3.5) and reported a high ability to find what they needed (above average score). Additionally, very few users encountered technical issues within the app.
  • Areas for Improvement: Despite the positive security and discoverability aspects, the app's speed and efficiency were rated poorly (average score: 2.5). The visual design was also considered average (score: 3 out of 5). A low NPS score of 6 indicated the app wasn't effectively converting users into promoters who recommend it to others.

Unveiling the Investor Personas

Our user research campaign, spearheaded by surveys, yielded a treasure trove of insights. Not only did we gain a deeper understanding of our user base, but this data also paved the way for the creation of user personas. These personas would become our guiding stars throughout the redesign journey, ensuring every decision catered to a real user with specific needs and goals. Based on the survey data, we meticulously crafted four distinct user personas:

Beyond the Numbers: User Interviews

With user personas in hand, we embarked on the next stage of our user research journey – user interviews. While surveys provided valuable quantitative data, we craved a deeper understanding of user goals, motivations, and the emotional aspects of their experience – things cold numbers couldn't capture.
Our diverse user personas, each with unique characteristics and investment goals, demanded a tailored approach. To ensure we gathered comprehensive insights for each persona, we recruited 12 participants – three individuals for each persona.
These in-depth interviews allowed us to:

Uncover Hidden Motivations: We delved beyond the surface level, exploring the “why” behind user actions. What truly drives their investment decisions? What anxieties or aspirations do they hold?

Empathize with User Emotions: We weren't just gathering data; we were building empathy. By listening to users' frustrations, joys, and hesitations, we gained a deeper understanding of their emotional journey within the app.

Validate User Persona Accuracy: These interviews served as a valuable reality check for our user personas. Did their characteristics and needs resonate with real users?

By incorporating qualitative data from user interviews, we enriched our understanding of the Kian Digital app's user base. This holistic approach, combining quantitative and qualitative research, would prove instrumental in crafting a truly user-centric design refresh.

Crafting the User Interview Guide: A Collaborative Approach

Knowing this was unfamiliar territory, I sought the expertise of my fellow designer, Reza. Together, with the support team, we brainstormed to create a comprehensive interview guide.

Our primary goals for the interviews were to understand:

The User's Investment Journey: We wanted to explore users' past investment experiences, their aspirations for the future, and what factors influenced their choice of financial applications.

The User Experience: The User Experience: We aimed to identify challenges users faced within the app, their overall experience, and their expectations for a financial app like Kian Digital.

User Needs & Preferences: We aimed to understand the emotional aspects of users' experience, their preferred notification methods, and any desired features or tools. Additionally, we wanted to gauge their level of financial literacy and their interest in educational resources within the app.

Unveiling User Insights: Efficiency Through AI

After conducting insightful user interviews, a mountain of data awaited analysis. Twelve interview recordings must be transcribed, each brimming with valuable user experiences. Facing a tight budget and timeline, we needed more affinity diagramming sessions.
However, a spark of innovation ignited. AI transcription emerged as a game-changer. We fed the transcripts into an AI tool, a cost-effective and time-saving solution. With a back-and-forth dialogue, the AI diligently identified recurring patterns within the user responses.

This AI-powered approach yielded several benefits:

  • Effortless Transcription: Manual transcription, a tedious and time-consuming task, was eliminated.
  • Rapid Analysis: The AI facilitated a swift identification of user insights, keeping us on track with our schedule.
  • Enhanced Accuracy: AI transcription, while not perfect, can significantly reduce human error compared to manual methods.

User Interviews: Unveiling the Path to Improvement

Unveiling the "why" behind user behavior was crucial. Through in-depth interviews and AI-powered analysis, we gained a wealth of insights that would guide the Kian Digital app redesign. Here's what we learned:

The Interview Results:
Financial Management & Emotions:
  • Users craved tools to manage their money effectively, including manage and prioritize funds.
  • Features to track profits and suggest investment opportunities were highly desired.
  • Financial anxieties around debt and savings emerged as a recurring theme.
Investment and Security Preferences:
  • Users actively sought suitable investment opportunities and saw investment guidance as valuable.
  • Risk tolerance varied greatly, with users identifying as cautious, balanced, or risk-taking investors.
  • Security was paramount, with users emphasizing trust as a key factor in their app experience.
Communication & User Preferences:
  • Users preferred flexible notification methods (SMS, email, or in-app).
  • Financial literacy varied widely, with a strong interest in integrated educational tools.
Priorities & Diverse Goals:
  • When choosing a financial app, users prioritized features like investment suggestions, retirement planning tools, investment options for children, transaction monitoring, and a user-friendly interface.
  • User investment goals were diverse, encompassing retirement planning, wealth accumulation, and saving for major purchases. The redesigned app needed to be flexible and adaptable to cater to this variety.

These user insights form a clear roadmap for the Kian Digital app redesign. By addressing user pain points, catering to diverse needs, and prioritizing security and financial literacy, the app can empower users on their financial journeys.

Empathy Map

Customer Journey Map

This customer journey map explores Ali's experience using the Kian Digital investment app. It follows his steps from initial discovery to actively managing his investments. By understanding his interactions, actions, and emotions at each stage, the map helps identify potential problems and ensure the app provides a smooth path towards achieving his financial goals.

Persona: Ali
Goal: He wants to gain financial independence and increase his wealth.

Competitor Analysis

To position Kian Digital as a leading financial app in the local market, we studied key competitors to identify strengths to emulate and weaknesses to improve on.

Competitors Studied:

1. Mofid App (Local Market): A prominent competitor with a modern UI, efficient asset architecture, and unique features like instant banking card withdrawals and portfolio-based auto-investment

2. Acorns App (International Market): Known for its solid onboarding process and predictive financial tools, suited for global markets with stable international investment opportunities.

Aspect
Mofid App (Local)
Acorns App (International)
Strengths
- Modern UI - Efficient asset architecture - Instant banking withdrawals - Auto-invest portfolios
- Strong onboarding flow - Predictive financial tools
Weaknesses Observed
- Rigid interaction design
- Friction in onboarding
Onboarding Approach
- Basic, some friction
- User-friendly, global-ready
Interaction Design
- Lacks engagement elements
- Standard UI
Unique Features
- Instant withdrawals - Auto-invest portfolios
- Predictive tools - Investment rounding
Positioning Focus
Local investment platform
Global micro-investment platform

To refine our approach, we analyzed competitor apps. A standout feature was the inclusion of a dedicated home screen for app navigation and a separate tab for user assets. In contrast, Kian Digital’s old design merged these into a single screen, limiting the visibility of additional features. This insight inspired a more dynamic and modular approach in the redesign.

Design Process

Armed with the user insights gleaned from interviews and surveys, we embarked on a transformative journey to redesign the Kian Digital app. It was time to put user needs at the forefront and craft an experience that was not only functional but also intuitive and engaging.

We prioritized features based on:

1. New vs. Existing Flows:
  • Enhancing the current flows took precedence, focusing on consistency and seamlessness across the app. The goal was to refine existing workflows to align with modern design principles and provide a unified user experience.
  • New flows and features were addressed once core functionalities were improved, ensuring that the app could efficiently handle its primary use case—investments in funds.
2. Feasibility:
  • Priority was given to features and flows that were feasible to design and implement within the existing infrastructure. This included assessing the readiness of backend services and leveraging third-party partnerships where applicable.
  • For example, some features relied on services from partner companies, which influenced the timeline for their development and integration.

Core Enhancements

Simplifying Onboarding: Turning Pain Points into Opportunities

The onboarding process in the old version of Kian Digital was a significant barrier to user adoption. The six-step process required users to upload multiple ID photos, a selfie, and record a video for authentication—steps that were time-consuming and frustrating.

Identifying the Problem

We began by diagnosing the root causes of user drop-offs using a combination of tools and techniques:

  • Google Analytics Data: Pinpointed steps in the process where users were abandoning the app.
  • CRM and Support Insights: Feedback from the support team confirmed users found the process overwhelming.
  • Internal Testing: Employees struggled to complete the steps, reinforcing our concerns.

Since another team managed the onboarding process, we initiated cross-functional discussions. These meetings were essential to share our findings and propose solutions. The collaboration highlighted technical constraints and security requirements, but we worked together to align on a user-first redesign.

Key changes included:

Reducing Friction:
  • Removed the need for multiple ID photos.
  • Simplified selfie authentication.
  • Eliminated video authentication entirely.
Streamlining Repeated Steps:
  • Automated onboarding for additional funds. Users who had completed onboarding for one fund could skip redundant steps, needing only to sign the fund contract.
Enhancing User Experience:
  • For starters we introduced an image of a young sprout in the background to evoke a sense of growth and success, a theme carried across the app.
  • Improved UX writing to make instructions clearer and more approachable.
Screens of old and new onboarding processes. as shown above 3 screens were removed, the new design contained an image of a young sprout, justification made in ux writing and account set password were made easy.

Testing and Validation

The redesigned flow underwent multiple rounds of usability testing, both within the organization and with external users:

  • Internal Testing: Conducted with employees across teams to identify issues early.
  • Friends and Final Usability Testing: Included external users to evaluate the final product alongside other test cases.

The redesign wasn’t without hurdles. Determining the flow and order of steps involved resolving technical issues, which required additional time. However, the team persevered, ensuring a seamless, automated onboarding process for subsequent funds—a critical improvement to user experience and efficiency.

These efforts culminated in a 25% improvement in onboarding completion rates, as reported by the CRM and support teams.

Architectural Changes: Overcoming Challenges and Enhancing Usability

The architectural changes in Kian Digital were driven by several core challenges: slow screen load times, low discoverability of important features, and the need for a flexible structure to accommodate future improvements. Our goal was to streamline navigation, improve performance, and enhance the overall user experience, ensuring the app felt secure, user-friendly, and future-proof.

Key changes included:

1. My Assets Page:

The My Assets page was added to give users a clear and consolidated view of their investments. This screen not only displays the total value of a user’s assets but also allows them to toggle between their own and their children’s assets, offering a more holistic financial overview. This change improved usability by enabling users to see the full scope of their investments.

2. Dashboard:

The static home screen was redesigned into a dynamic Dashboard, serving as a central hub for easy navigation to all features. Key improvements include:

  • Favorites Section: Users can now add up to 10 funds to their favorites, track them more easily, and even rearrange their order for better personalization.
  • Kian Broker: The Buy Power section was moved to the Kian Broker tab, allowing users to manage their funds more efficiently and switch brokers if desired. This organizational change improved clarity and made key features more accessible.
3. Invest for Children:

The Invest for Children feature, previously difficult to find, was relocated to the Dashboard, ensuring it was more visible and accessible. By clicking on this section, users are directed to a landing page that introduces the feature, followed by a clear path to invest for their children. This change significantly improved the feature’s discoverability.

4. Support Section:

To further enhance user confidence and make support more accessible, we introduced a Support Section in the app’s header. This ensures that help is always just a click away. Users can easily access support through the app, whether they need assistance with navigation, investment-related queries, or technical issues.

5. Support Banner on Dashboard:

A prominent Support Banner was added to the Dashboard, aimed specifically at new users. This banner serves as a comforting reminder that they’re not alone in their investment journey. By clicking on the banner, users can access helpful resources like FAQs, and contact support via chat or phone. This feature encourages users to seek assistance when needed, promoting a sense of security and trust within the app.

6. Risk Management Rebranded to Targeted Investment:

The Risk Management feature was rebranded to Targeted Investment. This change was made to make the feature sound more purposeful and aligned with users’ financial goals. The new name emphasizes purposeful investing, which resonates better with users who want to be more strategic and intentional with their investments. The updated feature was designed to feel more reliable and focused on helping investors achieve their financial objectives.

7. Idea Section Rebranded to Financial Knowledge:

The Idea section, which focused on providing financial knowledge, was renamed to Financial Knowledge to offer a clearer and more intuitive understanding of its purpose. To make this section more engaging and accessible to a broader audience, we added podcasts alongside the blog posts. This addition helps cater to different learning preferences and provides users with a more varied and engaging way to consume financial knowledge.

Visual Design Updates

To modernize Kian Digital while reinforcing its brand identity, the redesign followed a set of clear principles: simplicity, modernity , and strong data hierarchy.
The goal was to create a design that felt intuitive yet trustworthy for users navigating financial investments. Key updates included:

1- Unified Design System

While budgetary and time constraints limited the addition of entirely new features, we prioritized creating a feasible product that could be developed swiftly. However, this meant paying attention to the app's usability and overall user experience (UX). We recognized the need for a unified design system to address longstanding issues with consistency and desirability across the app.

Imagine saying goodbye to design inconsistencies and hello to a seamless user experience! We invested two intensive weeks in custom design system incorporating consistent UI components like buttons, inputs, and selection controllers. Following Material Design’s 8px grid system, the components were tailored to suit the app's unique needs while maintaining coherence across screens.. This system served as the foundation for our design language, drawing inspiration from Google's Material Design principles but with unique modifications to reflect Kian Digital's identity.

The result? A vibrant color palette, a fresh typography set, and a collection of modern icons – all working in concert to create a cohesive and visually appealing app.

2- Refreshed Visuals

  • Color Palette: Updated but stayed loyal to brand colors. Reduced UI colors for a minimalistic feel while using brand hues strategically for CTAs.
  • Typography: Introduced IRANSANS X font for its fintech-friendly numeric readability and modern aesthetic.
  • Icons & Illustrations: Adopted linear icons with rounded corners for a friendly appearance, 3D illustrations for modernity, and realistic photos to evoke empathy and trust.

3- Accessibility Improvements

  • Ensured compliance with AA standards by testing the color palette with accessibility tools. This enhanced readability for a broader user base, including those with visual impairments.

Wireframes & Sketches

Some pictures of my digital wireframes, they’re not always necessary but in this case, we wanted to improve our apps layout and architecture with the new design system. some pages were more important the others, like the fund overview page, my assets page ,etc.

Bridging the Gap: From Insights to Prototype

The user feedback loop remained our compass as we strategically added features to the app. Informed by the interviews, surveys, and stakeholder input, we carefully selected features that bridged the gap between the old app and the envisioned redesign. These features included a risk measurement system, detailed fund options with explanations, and clear profit potential indicators.

With a more robust feature set in place, I built a functional prototype – a basic, interactive model of the app's core functionalities. This prototype served as a crucial testing ground to assess user interaction and identify any potential usability hurdles.

To ensure a comprehensive evaluation, I selected a multi-pronged approach utilizing established usability testing methodologies. Here's where I got technical:

  • PUEU (Perceived Usefulness and Ease of Use): This method focuses on user feedback after they complete specific tasks within the prototype. I used PUEU to gain insights into their perception of the app's usefulness and ease of use.
  • CSUQ (Computer System Usability Questionnaire): This standardized questionnaire measures user satisfaction with the overall system's ease of use. I included the CSUQ to gather quantitative data on user satisfaction.
  • ASQ (After-Scenario Questionnaire): S imilar to PUEU, this method gathers feedback after users complete tasks within the prototype, but with a focus on specific scenarios. I leveraged ASQ to gain deeper insights into user experience within specific app interactions.

By combining these diverse testing methods, I aimed to paint a holistic picture of the user experience with the Kian Digital app prototype.

We put the Kian Digital app prototype through the wringer with a user testing trifecta: PUEU, CUSQ, and ASQ. These tests acted like our secret decoder rings, helping us unlock user perceptions and identify areas to refine the app.

The Verdict:
  • Intuitive & Easy: Users generally found the app easy to navigate and understand, thanks to its intuitive design.
  • Room for Improvement: Error handling, information clarity, and app speed were pinpointed as areas needing an upgrade.
  • Tasks in a Flash: Users breezed through tasks within the app, indicating user-friendly workflows and adequate support.
  • Looking Good, Feeling Good: The app's attractive design was a hit, contributing to a positive user experience.
  • Overall Satisfaction: Despite some hiccups, users generally enjoyed using the app.
Iterative Improvements

The insights from these tests weren't just stored away – they actively guided refinements to the app. Feedback on workflows, error handling, and design clarity directly informed updates, ensuring the final product aligned with user expectations.

User Testing: A Recipe for Success

These combined insights from usability testing are like the secret ingredients in our app development recipe. By focusing on clearer information, faster performance, improved error handling, and continued user-friendliness, we can create a Kian Digital app that's not only functional but also a delight to use!

Some screenshots of my figma file, including prototype links between pages.

From Prototype to Powerhouse: My User-Driven App Development Journey

The Kian Digital app prototype faced a user testing gauntlet – PUEU, CUSQ, and ASQ. These tests were like user focus groups, revealing their likes (intuitive design) and dislikes (slow speed, unclear info) about the app.

Armed with this intel, I, along with my team, embarked on building the real deal. But this time, we weren't launching blind. Learning from past mistakes, I knew we needed tools to measure quantitative data of user experience in the wild.

That's where Google Analytics became my secret weapon for user data. I spearheaded the integration process, setting up events to track things like task completion time, errors encountered, and even the number of tasks finished. It was like setting up a digital spyglass to see how users interacted with the app.

This wasn't a simple task. I delved into the inner workings of Google Analytics, meticulously naming each event clearly and placing them strategically within the app. The effort was worth it – this data would be invaluable in fine-tuning the app and ensuring a truly user-friendly experience.

Reflection and Next Steps

Lessons Learned and Personal Growth

The Kian Digital project was a significant milestone in my journey as a designer, offering countless learning opportunities and challenges. Collaborating with diverse teams—designers, front-end developers, back-end developers, and product managers—taught me the value of clear communication, teamwork, and adaptability.

One of the most impactful lessons was understanding the nuances of designing for a financial app catering to multiple user personas, including:

  • Normal investors seeking simplicity.
  • VIP investors requiring tailored portfolios and quick insights.
  • Parents looking to invest for their children.
  • First-time investors needing guidance and reassurance.

Balancing the needs of these diverse personas demanded a thoughtful approach to navigation, information hierarchy , and feature prioritization. For instance, the introduction of the Favorites section on the dashboard allowed VIP investors to track their assets effortlessly, while intuitive onboarding and informative tooltips reassured novice users.

Another key focus area was ensuring smooth page loading experiences and clear error handling. I worked closely with front-end developers to optimize screen loading times and craft error messages that were informative yet user-friendly. This attention to detail was driven by my belief that even negative experiences, like waiting for a page to load or encountering an error, should be turned into opportunities to reinforce user trust. Designing delightful loading animations and empathetic error messages helped ensure that these moments felt manageable rather than frustrating.

Additionally, I honed my interaction design skills by collaborating with the development team to implement features despite technical limitations. For example, selecting appropriate chart libraries within the constraints of React Native required creative problem-solving to maintain the integrity of the design.

Overcoming Challenges

Designing and developing Kian Digital required navigating several hurdles, including:

  • Technical Constraints: React Native’s limited chart libraries required careful selection and customization to align with the Figma designs.
  • Error Messaging: Ensuring clear, user-friendly error messages demanded close collaboration with back-end developers to maintain the app's user-centric approach.
  • Loading Times: Optimizing screen loading times and ensuring users remained engaged during delays required attention to detail and creativity in crafting loading visuals.
  • Adapting to New Requirements: Incorporating new features or data mid-development necessitated seamless integration without compromising the app's overall look and feel.
  • Catering to Multiple Personas: Designing for a diverse user base required striking a balance between simplicity and functionality.

Each challenge reinforced the importance of flexibility, collaboration, and iterative design.

Future Recommendations

Designing and developing Kian Digital required navigating several hurdles, including:

  • New Features: Based on user feedback, I recommend introducing a Gift Feature, enabling users to gift investments to family or friends. Additionally, an Auto-Investment feature for salaried users could simplify savings and enhance user satisfaction.
  • Enhanced Analytics: Implementing tools like Microsoft Clarity could provide invaluable insights into user behavior, helping the team identify friction points and areas for improvement.
  • Regular User Testing: Scheduling monthly usability testing sessions would ensure the app evolves with user needs and expectations.

Reflection and Next Steps

Closing Thoughts

The Kian Digital app redesign was an opportunity to showcase my dedication to user-centered design, my ability to conduct comprehensive user research, and my expertise in UI/UX and interaction design. My sensitivity to the user experience during screen loading and error handling exemplifies my commitment to ensuring users feel supported and confident when using the app, even during potentially frustrating moments.
This project not only strengthened my confidence in designing for fintech applications but also deepened my appreciation for creating intuitive and inclusive digital experiences. I look forward to future opportunities where I can apply these skills and continue to grow as a designer.

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