Tipping Point: One step back, two steps forward

Over the past six weeks, we’ve done six different rounds of user testing focused around concept relevance, messaging frequency and voice.

As a quick recap, here are the things we know:

  • There is a sweet spot for the tone of the app; financial enough to be credible, but also irreverent enough to be friendly and refreshing. We’ve been saying if our app got dressed, it would wear hip business casual.

 

  • We tested the idea of creating a light-hearted tone by asking the user to create a character that the user takes care of in place of taking care of debt or savings directly. That didn’t resonate particularly well with users, what was more compelling was the idea of doing things for your “Future Self”.

 

  • Users want some kind of progress report. The most compelling way we found to frame this is in terms of how much faster they are paying off their debt compared to if they just paid their minimum monthly payment and how much this will save them in interest.

 

  • Users appreciate a quick and light weight set-up process, but it needs to be balanced with enough visibility into how the product works so they can form a mental model.

So, going into this week, we decided to stop and take a moment to better understand our findings in order to focus our next round of testing.

 

What is our Value?

Defining our value statement, has helped us to better solidify and narrow down our next steps. In order to this, we asked ourselves some questions as provocation:

  • Why are we doing this? Why are we intrigued?

 

  • What are the types of things we want to come out of this for
    the people who use it? Is it serving that purpose? If not, why
    not?

The long answer:

We understand that it’s hard to keep long term financial goals in mind when making in the moment spending decisions, that’s why Tipping Point will enable users to contribute to paying off debt or building up savings at the same time they are buying a new gadget, getting drinks with friends, or grabbing lunch on the go.

We narrowed it down to the following:

Tipping Point turns your spending habits into your saving habits.

We will continue to revisit and revise this statement as we move forward.

 

The Journey

As a part of stepping back and reframing, we worked through the journey a person would experience while using Tipping Point. Focusing on how an individual feels before interacting with our service, at the moment of discovery, and through each touchpoint up until a goal is reached:

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The customer journey map in conjunction with our value statement helped us reframe where we are in the process and focus our next round of testing.

Moving forward

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The goal for the next couple of days is to wireframe the setup process, along with more defined screens of what the day-to-day interaction will look like. We will be pushing these through scenario validations, think-aloud sessions, and intercepts. Through these testing sessions we hope to learn more about what works and doesn’t work as far as tone and frequency, and also start venturing into what works as far as setup and flow. Check in next week to see our latest insights!