Design Improvements
The Aspiration team brought me on to consult on their climate friendly banking app. I helped identify three types of pain points: new user signup, climate benefit awareness, and banking transparency.
Account Setup Guide
Once a user sets up their account, they must deposit funds in order to engage in any banking activities. However, they arrive at the dashboard without any further instructions. The Account Setup Guide provides a step-by-step process for funding their account and highlights the environmental advantages of banking with Aspiration. To ensure a seamless experience without disrupting banking tasks, the card is positioned at the top while keeping ‘Accounts’ visible just above the break.
Fund Your Account
Adding money to their account is a crucial step before any bank activity can be done. This is marked complete when a transfer is made.
Plant Your First Tree
Plant Your Change is a program where a small percentage of their spending goes towards planting trees around the world.
Shop Sustainably
The Green Marketplace is a resource for eco friendly companies from which customers can get cash back.
Component Variants
Progress is tracked as the user completes each action. Once all three are complete, the Close (X) icon appears making the card dismissable.
Complete!
After all three tasks are ‘Done’ the card can be dismissed from the dashboard.
Pay What Is Fair
During sign up, users are asked to pay a voluntary fee ranging $0-$20 a month. This fee annually generates just under $3 million raising concerns to make changes and risk losing revenue.
‘Pay What Is Fair’ (PWIF) has a low conversion rate despite overall positive reviews of the app.
Current
Recommended
Move PWIF out of the Signup Flow
PWIF occurs before the user onboards to the app. Introducing PWIF after the user experiences the app would improve conversion rates.
A recent survey showed that 85% of customers would recommend Aspiration to a friend or colleague which implies that users are satisfied with the app. Giving them time to experience the app before asking for a donation would increase conversion rates.
Change the donation UI
The slider is very difficult to use on a mobile device and creates friction when trying to select a dollar amount. Using buttons with suggested amounts would selection easier.