This document provides guidance on user experience (UX) design for fintech startups. It discusses why good design matters, what constitutes good UX design, and how to create good UX. The key aspects of UX design covered are: understanding users through user personas and use cases, designing with a user-centered approach through analysis, design, and testing, simplifying designs based on data from users, and obtaining feedback through user testing of prototypes. The overall message is that UX design should be purpose-driven, problem-solving, and focused on meeting user needs through iterative testing and refinement.

1. A quick guide
to UX design
(for fintech startups)

2. “Hello there!”
- DORALIN KELLY
UI/UX designer and Star Wars fangirl

5. F I N T E C H S T A R T U P S
are easing payment processes, reducing fraud, saving
users money, promoting financial planning, and
ultimately moving a giant industry forward.
(Yup, that’s you guys! No pressure..)
- forbes.com

6. Why?
What?
How?
Why good design matters
What is ‘good’ UX design?
How do I create good UX?

7. Why?
What?
How?
Why good design matters
What is ‘good’ UX design?
How do I create good UX?

8. Why?
What?
How?
Why good design matters
What is ‘good’ UX design?
How do I create good UX?

9. Good design is…

10. Good design is…
purpose driven.

11. Good design is…
purpose driven.
problem solving.

12. Good design is…
purpose driven.
problem solving.
invisible.

13. Good design is…
purpose driven.
problem solving.
invisible.

14. Design for Hackers by David Kadavy

15. Design for Hackers by David Kadavy
User Experience Design
encompasses all.

16. ― David Kadavy,
Design for Hackers: Reverse Engineering Beauty
The user experience design of a product
essentially lies between the intentions of
the product and the characteristics
of your user.
“

17. Who is it for?
How are they using it?
Why are they using it?
What value proposition will engage users?
How do we deliver this benefit?
There are countless factors that can be considered when
coming up with your design solution.

18. OMGWhere do I even start???

19. User-Centered Design
H E R E ’ S H O W !
ANALYZE
DESIGN
TEST & REFINE
Evaluate your current site/app
Learn about your users
Create personas and
scenarios
Set measurable goals

20. User-Centered Design
H E R E ’ S H O W !
ANALYZE
DESIGN
TEST & REFINE
Determine site/app requirements
Cater to all devices
Develop a prototype
Launch!
Create a wireframe

21. User-Centered Design
H E R E ’ S H O W !
ANALYZE
DESIGN
TEST & REFINE
Usability Testing
A/B Testing
Data analyses
Implement and re-test!

22. User Personas
H A N D S O N !
1.
In your teams, get your hands on some markers
and one of those massive sheets of paper.
2.
Draw out your User Personas.

24. User Personas
P R O - T I P
Imagine what your user’s Tinder profile would look like..
Likes/Dislikes
Daily schedule
Hobbies
Goals Frustrations
Relationships

25. Use Cases
H A N D S O N !
1.
Write out a simple Use Case for your User Persona.
2.
Discuss and evaluate.

26. Consider..
How would your user complete a task on your app/website?
What is your user’s goal?
How many steps will it take them to accomplish this goal?
How will your app/website respond to an action?
Use Cases
P R O - T I P

27. USE CASE #1
JOEY
Personal pizza order
at home
When:
Where:
How:
Dinner time
At home
pizza.com
• He is a picky eater so he customises
his order with specific ingredients
• Joey is hungry, he goes online
to order a pizza.
• He prefers to pay with credit card
• His address is pre-populated
from his previous order as well
• The website allows him to fully
customise the pizza toppings
• The website has his payment details
saved from his previous order
*Success Scenario - use case in which nothing goes wrong.
• Joey receives his order in
30 minutes

29. Consider..
How can you cater for scenarios in which a user gets stuck?
i.e Form errors can be super annoying
Can you cut down on steps to accomplish the user’s goal?
i.e Joey’s forms were pre-populated from his previous orders
Think about leveraging from the highs/lows in your Use Cases
i.e Joey’s order arrives 15 minutes late, he gets a $10 coupon as an apology
from pizza.com
Use Cases
E V A L U A T E

30. Don’t base anything on
your assumptions.

31. Don’t base anything on
your assumptions.
Evaluate based on data from your users.

32. Designing Data-Driven Interfaces
F I N - T E C H
Define your personas
Identifying your User Personas upfront is an important
step into gaining insight that you can build your wireframes on.
Curate the information
Especially when it comes to dashboards, be sure to show the user what they
need to see first, then structure the rest of the page based on
the hierarchy of information.

33. Truth Labs - Erik Klimczak on Data Visualisation
This rule especially applies to mobile.
The user is presented with key information first,
then followed by supporting content.

34. Truth Labs - Erik Klimczak on Data Visualisation
Simplify and focus.
At a high-level, text summaries can be more useful than charts.
This simply tells the user what they need to know through text rather
than relying on charts or graphs that need to be interpreted.

35. Designing Data-Driven Interfaces
F I N - T E C H
It’s a balancing act
Make sure to present your data in a distinctive way, but avoid
over-designing and unnecessary distractions.
Simplify. (again)
Strip away the unnecessary to simplify experiences.

36. Pushing on to Demo Day
F I N - T E C H
DUMMM DUMMM DUUUUUMMMMMMMMMMMM!!

37. Build your Minimum
Viable Product
(MVP)

38. Simplifying doesn’t mean creating a prototype
that’s so bare it can’t be used as a test.
It means considering what excess
can you strip away.

39. User Testing
H O M E W O R K
1.
Using your prototype, get 5 users to try out your app/website.
Give them a task to accomplish (ideally your MVP).
2.
Observe and take notes.
*Jakob Nielsen says so.

40. Give your users simple but
specific tasks to complete.
Observe their behaviour.
Do they pause to think?
Always use open-ended,
non-leading questions.
Make it casual.
Have participants talk aloud
as they perform tasks.
User Testing
P R O - T I P
Don’t ask leading questions.
People are socially wired to
give ‘polite’ answers.
If you have specific user sets,
test within that range.

41. Questions?
I T ’ S A W R A P !
design@doralinkelly.ninja
@doralinkelly
doralinkelly.ninja