Background
Leaders at a Fortune500 Financial Services company, which was named to the Fortune List of America’s Most Innovative Companies in 2023, were in need to grow an idea that showed lots of promise into a more mature product. With a user-base below 100k users and 1 development team deep in 2019, the leadership team’s ambition was to grow this idea into to a crucial tool for small businesses in the United States. To accomplish this, they knew they needed to bring focus to the product and minimize distractions via a more mature user experience.
Response
This client hired SingleStone Experience Designers to help them bring focus to this product in 2019 and to help them deliver the right experience to their customers. This partnership grew as the product evolved and continued strong until 2024. Our designers evaluated the current experience at the time, offered solutions that would immediately impact their experience and suggested future solutions that could help bring more focus, drive more engagement with the product, and add to their customer growth. In addition to that, SingleStone designers were able to positively influence their culture and helped transform it into a user-experience-first culture that would ultimately aid in achieving their business goals. SingleStone became a trusted partner for our design expertise, business understanding, flexibility, and user-advocacy.
Results
- Evaluated the Design Process as it related to product delivery and helped improve collaboration between the Business and Development teams to deliver high-quality features and experiences.
- Influenced and helped implement a culture of continuous testing and learning that would help drive decisions about the experience and branding for the product. This included testing and learning in early stages with moderated and unmoderated tests and in production via A/B testing.
- Aligned and maintained a product Design System Library that would bring the product closer to the company’s design language, bring consistency both to the scale of the experience and to the development process, and ultimately reduce cost to market.
- Scaled a focused and usable experience from below100k users to more than 3M users.
- Supported a total of 5 development teams, each with different focus but that were all working together to drive the product’s goals.
- Helped onboard more than 300 merchants onto the platform by designing merchant communication materials and developing an internal process that reduced time to onboard drastically.
- Designed an internal application that would make content editing easier for our business partners, also accelerating merchant onboarding.
- Developed, alongside the client, a continuous process that would help improve the experience for users with disabilities and offered our expertise in designing and developing for accessibility.
- Helped design and launch a monetization strategy and implementation with user needs and sensitivities in mind.