Helping Splitwise increase the use of key features.
Delivering efficiency to busy budgeters.
Role
Role
User Research
User Research
Product Strategy
Product Strategy
UI Design
UI Design
Interaction Design
Interaction Design
Usability Testing
Usability Testing
Tools
Tools
Figjam
Figjam
Notion
Notion
Maze
Maze
Figma
Figma
Google Suite
Google Suite
Timeline
Timeline
7 weeks
7 weeks
Helping Splitwise increase the use of key features.
Delivering efficiency to busy budgeters.
Helping Splitwise increase the use of key features.
Delivering efficiency to busy budgeters.
Role
User Research
Product Strategy
UI Design
Interaction Design
Usability Testing
Tools
Figjam
Notion
Maze
Figma
Google Suite
Timeline
7 weeks
Helping Splitwise increase the use of key features.
Delivering efficiency to busy budgeters.
The Problem
The Problem
The Problem
Splitwise is facing is a lack of user engagement and adoption of their paid product, primarily due to the absence of intuitive expense categorization and payment tracking features, resulting in low trust among users which is hindering conversion rates and business growth.
Splitwise is facing is a lack of user engagement and adoption of their paid product, primarily due to the absence of intuitive expense categorization and payment tracking features, resulting in low trust among users which is hindering conversion rates and business growth.
Splitwise is facing is a lack of user engagement and adoption of their paid product, primarily due to the absence of intuitive expense categorization and payment tracking features, resulting in low trust among users which is hindering conversion rates and business growth.
The Solution
The Solution
The Solution
Deliver an optimized expense/friend/group adding experience along with a new card linking feature to increase the use of expense categorization, all aimed at further incentivizing pre-existing paid features to users.
Deliver an optimized expense/friend/group adding experience along with a new card linking feature to increase the use of expense categorization, all aimed at further incentivizing pre-existing paid features to users.
Deliver an optimized expense/friend/group adding experience along with a new card linking feature to increase the use of expense categorization, all aimed at further incentivizing pre-existing paid features to users.
The Process
The Process
The Process
Splitwise is facing is a lack of user engagement and adoption of their paid product, primarily due to the absence of intuitive and transparent expense categorization and payment tracking features, resulting in low trust and accountability among users, which is hindering conversion rates and business growth.
Splitwise is facing is a lack of user engagement and adoption of their paid product, primarily due to the absence of intuitive and transparent expense categorization and payment tracking features, resulting in low trust and accountability among users, which is hindering conversion rates and business growth.
Splitwise is facing is a lack of user engagement and adoption of their paid product, primarily due to the absence of intuitive and transparent expense categorization and payment tracking features, resulting in low trust and accountability among users, which is hindering conversion rates and business growth.
User Research
User Research
User Research
In order to quickly empathize with Splitwise's targeted demographic, we developed a survey focused on gathering user motivations, needs, and how Splitwise affected their experience with managing expenses. Using close-ended questions to get app feedback and open-ended questions aimed at understanding the "why," we were able to step into the shoes of some of Splitwise's most avid users. This yielded some incredible insights into their experiences.
In order to quickly empathize with Splitwise's targeted demographic, we developed a survey focused on gathering user motivations, needs, and how Splitwise affected their experience with managing expenses. Using close-ended questions to get app feedback and open-ended questions aimed at understanding the "why," we were able to step into the shoes of some of Splitwise's most avid users. This yielded some incredible insights into their experiences.
In order to quickly empathize with Splitwise's targeted demographic, we developed a survey focused on gathering user motivations, needs, and how Splitwise affected their experience with managing expenses. Using close-ended questions to get app feedback and open-ended questions aimed at understanding the "why," we were able to step into the shoes of some of Splitwise's most avid users. This yielded some incredible insights into their experiences.
Tagging up our results
We developed a tagging taxonomy to enhance our comprehension of the data derived from our survey. This approach not only facilitated a more granular analysis but also enabled us to identify patterns, trends, and insights that might have otherwise remained hidden in the larger dataset. Ultimately, the tagging taxonomy played a pivotal role in allowing for a more profound and comprehensive understanding of the user experiences, preferences, and sentiments that emerged from our primary research efforts.
Primary Insight
Users want a deeper connection between themselves, their finances. and Splitwise (either overtly stated or layered under observations). Despite the simplicity Splitwise provides, it is still challenging to navigate it and has some issues with over-complication.
Secondary Insight
Splitwise is most frequently used for recurring essential purchases like bills and household items, despite a lack of usage of budgeting/expense tracking features, namely expense categorization.
Tertiary Insight
Users expressed uniquely positive sentiments over the niche feature of the product, users are frequently taken aback by how significantly Splitwise streamlines the process of splitting expenses with others.
Competitor Benchmarking
Competitor Benchmarking
Competitor Benchmarking
Our primary research findings essentially showed us that users were looking for a deeper connection between the product and their finances, and for the budgeting features to be better baked into the experience. Venmo has proven to be a leader in simplifying an otherwise tedious and cumbersome experience, and Mint excels in bringing users closer to their finances and how they spend their money. Our analysis, along with our primary research, sculpted a real problem that Splitwise was facing.
Our primary research findings essentially showed us that users were looking for a deeper connection between the product and their finances, and for the budgeting features to be better baked into the experience. Venmo has proven to be a leader in simplifying an otherwise tedious and cumbersome experience, and Mint excels in bringing users closer to their finances and how they spend their money. Our analysis, along with our primary research, sculpted a real problem that Splitwise was facing.
Our primary research findings essentially showed us that users were looking for a deeper connection between the product and their finances, and for the budgeting features to be better baked into the experience. Venmo has proven to be a leader in simplifying an otherwise tedious and cumbersome experience, and Mint excels in bringing users closer to their finances and how they spend their money. Our analysis, along with our primary research, sculpted a real problem that Splitwise was facing.
Problem Space
Problem Space
Problem Space
Splitwise, despite their powerful product, was not utilizing features they already had baked in to their full potential due to them being hidden or otherwise difficult to see and needed a simpler method to get their users from a purchase to a neatly categorized expense that could be analyzed at a later date. This prompted us to ask our pivotal question to help Splitwise succeed.
Splitwise, despite their powerful product, was not utilizing features they already had baked in to their full potential due to them being hidden or otherwise difficult to see and needed a simpler method to get their users from a purchase to a neatly categorized expense that could be analyzed at a later date. This prompted us to ask our pivotal question to help Splitwise succeed.
Splitwise, despite their powerful product, was not utilizing features they already had baked in to their full potential due to them being hidden or otherwise difficult to see and needed a simpler method to get their users from a purchase to a neatly categorized expense that could be analyzed at a later date. This prompted us to ask our pivotal question to help Splitwise succeed.
How might we make group budgeting and expense tracking intuitive and fun for our users?
How might we make group budgeting and expense tracking intuitive and fun for our users?
How might we make group budgeting and expense tracking intuitive and fun for our users?
Ideation
Ideation
Ideation
We entered into our ideation with clear insights from our research which had us brimming with ideas for improvements and additions. Through an exercise in mind mapping, the two priorities clear to us were to make the Splitwise experience so easy it feels like a social activity and to develop a pathway for users to have their purchases miraculously appear in the app, ready for splitting and categorization.
What can we add?
What can we add?
What can we add?
An integration where users can connect their finances in a deeper manner to their actions on Splitwise.
An integration where users can connect their finances in a deeper manner to their actions on Splitwise.
An integration where users can connect their finances in a deeper manner to their actions on Splitwise.
What can we improve?
What can we improve?
What can we improve?
Give Splitwise a level of simplicity comparable to social media or social financing apps.
Give Splitwise a level of simplicity comparable to social media or social financing apps.
Give Splitwise a level of simplicity comparable to social media or social financing apps.
User Flows
User Flows
User Flows
Building out the current user flow told us more of what we already knew; Splitwise was great at what it did, but it still had a long way to go. With some effort, we developed a user flow that dramatically shortened the user journey from purchase to categorization.
Rapid Prototyping
Rapid Prototyping
Rapid Prototyping
With a clearer vision in mind, we initiated a two-day low-fidelity prototyping sprint in an attempt to bring our insights and findings to life. We found inspiration in our competitors while improving upon Splitwise's strengths.
With a clearer vision in mind, we initiated a two-day low-fidelity prototyping sprint in an attempt to bring our insights and findings to life. We found inspiration in our competitors while improving upon Splitwise's strengths.
With a clearer vision in mind, we initiated a two-day low-fidelity prototyping sprint in an attempt to bring our insights and findings to life. We found inspiration in our competitors while improving upon Splitwise's strengths.
Styles & Components
Styles & Components
Styles & Components
In order to mirror a real-world environment, we chose to challenge ourselves by applying Splitwise's current visual identity to our new vision and features. We worked quickly to duplicate Splitwise's styles and iconography while subtly improving upon the overall experience and building out a suite of components for our high fidelity prototype.
In order to mirror a real-world environment, we chose to challenge ourselves by applying Splitwise's current visual identity to our new vision and features. We worked quickly to duplicate Splitwise's styles and iconography while subtly improving upon the overall experience and building out a suite of components for our high fidelity prototype.
In order to mirror a real-world environment, we chose to challenge ourselves by applying Splitwise's current visual identity to our new vision and features. We worked quickly to duplicate Splitwise's styles and iconography while subtly improving upon the overall experience and building out a suite of components for our high fidelity prototype.
High Fidelity Prototype
High Fidelity Prototype
High Fidelity Prototype
Our final prototype was built around enhancing the "wallet" to incorporate an "add card" feature where
Our final prototype was built around enhancing the "wallet" to incorporate an "add card" feature where
Our final prototype was built around enhancing the "wallet" to incorporate an "add card" feature where
Usability Testing
Usability Testing
Usability Testing
Summarise the usability testing script and test that you created…
Summarise the usability testing script and test that you created…
Summarise the usability testing script and test that you created…
Test outcomes
Test outcomes
Test outcomes
Having tested the prototype, I learned [Insert key learning] which should improve [insert business goal] and [insert user benefit]
Having tested the prototype, I learned [Insert key learning] which should improve [insert business goal] and [insert user benefit]
Having tested the prototype, I learned [Insert key learning] which should improve [insert business goal] and [insert user benefit]
Three key learnings
Three key learnings
Three key learnings
1. Enter first key learning from this case study
1. Enter first key learning from this case study
1. Enter first key learning from this case study
2. Enter second key learning from this case study
2. Enter second key learning from this case study
2. Enter second key learning from this case study
2. Enter third key learning from this case study
2. Enter third key learning from this case study
2. Enter third key learning from this case study
Next steps
Next steps
Next steps
Explain the next steps you would take if you had more time to iterate
Explain the next steps you would take if you had more time to iterate
Explain the next steps you would take if you had more time to iterate