2021 | theminted.com
A market-leading app and technology platform to buy and sell gold or have it delivered in a matter of clicks.
Overview
Minted is a digital platform created with the belief that everyone should have a fair opportunity to access affordable and simple ways to be able to buy and sell gold and silver, no matter their budget. In this project, the goal was to design the Minted app by understanding the customer and their purchasing behavior of buying, selling, accumulating, and sending physical gold and silver metal.
In this project, we designed a successful mobile app to bring precious metal investing to the masses by creating a platform that is easy and delightful to use.
My Role
As a product designer, I was involved in Secondary Market Research and Competitor app audit, Information Architecture, User flows, low and mid fidelity Wireframes, UI design and Visual design
Team : Head of Product (client side), Product Manager, Engineering team
Duration : 8-10 weeks
The Problem
Complexity : Balancing user-friendly design for both novice and expert users.
Seamless Payment Options : Ensuring trust and security through intuitive navigation and secure payment options.
Visually Appealing and Professional Design: Crafting a cohesive, high-quality aesthetic to reflect brand trustworthiness and engage users emotionally
The Outcome
Simplified trading experience for all user levels.
Streamlined processes with AI for faster transactions.
Secure and trusted platform that supports investors of all budgets.
Tools and insights to help advisors manage more clients efficiently.
The Outcome
Elevated User Experience: Transformed Minted dashboard, exceeding client expectations.
Intuitive Design: Improved Dashboard, Accounts, and Payments flows for seamless navigation.
Modern and Trustworthy: Created a contemporary, accessible, and reliable visual design.
CUSTOMER PROFILE
Diverse group of individuals who are interested in using precious metals as a way to invest and grow their wealth over time. Mainly gold and silver enthusiasts, from seasoned investors and collectors to small-scale entrepreneurs and digital natives. Whether it’s a retiree looking for stable investments, an ethical investor seeking responsibly sourced gold, or a trader exploring new opportunities.
CLIENT EXPECTATION
I’ll sign up with Minted, connect my payment method or cash balance and purchase gold/silver. Minted will give me virtual gold and keep track of the price fluctuations just like in stock portfolio. I can see the assets, make investment goals and buy or sell gold / silver when I want to.
POTENTIAL EXPERIENCE GAPS
“I’m not sure what am I supposed to do here. Is this app secure? What am I subscribing to?”
“Going back and forth between apps and mediums to check the gold prices is not convenient.”
“I want to set up multiple investment goal - kid’s education, owning a family/vacation home, travel, etc.”
Orchestrating MVP Priorities and Complex Feature Assessment
A design sprint was planned with key stakeholders, designers and team members to align on the projects goals, scope and approach. The main objective was to rapidly ideate, prototype and test key features and concepts to ensure that the final product is user-friendly, secure and aligned with the business goals.
Sprint Outcome
We were able to articulate customer problems, set priorities for our Minimum Viable Product (MVP), and assess the feasibility of integrating complex features into our design. I played a pivotal role in translating user insights into actionable problem statements and ensuring a shared understanding across teams. By determining MVP priorities, I guided the team in delivering immediate value to users while considering technical constraints and market demands.
Sprint Plan
Day 1 : Defining the goals
Day 2 : Inspiration sharing
Day 3 : Diverge and ideate
Day 4 : Narrowing concepts
Day 5 : Concept development
Day 6 : Presentation / Next Steps
EARLY EXPLORATIONS
Focused on purchase flow first as it's the core functionality. Then explored subscription, delivery, and selling flows sequentially. This method allowed for a methodical approach to app functionality.
This decision was driven by the core functionality of our app, as buying and selling precious metals is at the heart of our users' needs.
Purchase flow wireframes
One time purchase screens
Subscription wireframes
Seamless Transactions
To ensure that users experience a seamless journey from selection to payment. By incorporating intuitive navigation, users can effortlessly add items to their cart, explore various secure payment methods, and receive instant confirmations. My goal was to create a fluid and stress-free transaction process, making gold and silver investment accessible to everyone.
FINAL DESIGNS
Multiple Investment Goals
Minted’s investment goals feature was envisioned as a personalized financial compass. Users can define their aspirations and investment goals, allocate specific amounts and track their progress visually. This design encourages users to save and dream big, offering the flexibility to plan for education, homes, or travel. I wanted to empower users to take control of their financial future, one goal at a time.
Instant Market Insights
Users can access real-time pricing and market rates for gold and silver directly from their account dashboard or on the apps home screen. No need to switch between sources, no delays or decision paralysis due to gaps in information. This feature ensures users have all the essential data at their fingertips, empowering them to make confident investment decisions instantly.
KEY TAKEAWAYS
Reflecting on the design process for The Minted app, there are a few things that I think could have been done differently or additionally to enhance the user experience.
Early User Involvement: I could have engaged users in the initial design stages for more comprehensive feedback.
A/B Testing: Implementing A/B tests for different design elements from their existing website could have provided quantitative data to guide design decisions and to maintain design consistency across platforms
Post-Launch Survey: A survey after the app's launch can be done to fine-tune the design based on user experience and preferences.
Data-Driven Design: More emphasis on analytics can be helpful in optimizing user engagement and retention.
By addressing these points, the balance between innovation and brand consistency could have been further refined.