A work project in Meili Finance
From Dec 2015 to May 2016 , I have worked as a Product Manager at Meili Finance. But due to NDA, I will only show limited information.
In 2015, small firms and households have flocked to P2P (peer-to-peer) lending platform as a source of needed and reasonably priced credit. At the same time, savers, looking for higher investment returns than what banks offer, have also piled in.
So Meili Finance is an online platform that directly links people who need a loan with potential lenders. It can fill a demand for credit from consumers and going part way to solving a longstanding problem of getting financing to small businesses.
I worked with a 40-people agile team to develop a Peer-to-Peer investment APP and a website. When I joined the team, I was assigned with tasks:
- How might we increase daily active users?
- How might we gain trust from users?
- How might we maintain current users and attract new users?
For each task, I contributed to UX research, design, development, test and stakeholder engagement.
- Conducted user interviews and hosted usability testing workshops
- Designed prototypes on Axure iteratively and worked with UI
- Created product backlogs and hosted review meetings with developers
- KPI monitoring and stakeholder engagement
- Worked with Marketing team on landing pages and App Store publishing
- Provided training and troubleshooting for Customer Service team
We made several improvements based on the three ‘How might we’. They led to a significant increase in daily active users (up to 20,000) and the campaigns we ran brought in an average of $40,000 extra investment per day. The user growth rate increased from 6% to 10% in six months.
Here is a few solutions in detail…
To increase Daily Active Users (DAU) of the App
Situation. The App was facing low user stickiness. The data indicated the current investors only opened App when they needed to invest and withdraw their funds.
Main Practice. Based on user interviews, vouchers are important deciding factors when investors decide to invest or not. Similar conclusion can be drawn from competitive analysis. Thus, I designed a Daily Prize Draw which located at a nominate place on the home screen. Users can enter once everyday to win vouchers, prizes… The probability of winning big prizes is based on whether the users have invested before and how much they have invested. It was designed in an entertaining way.
Result. After 1 month after this feature was launched, it increased the DAUs to 13,000 users. The vouchers from the draw brought average $40,000 investment amount per day.
UI of Daily Prize Draw
To gain trust from users
Situation. The App was facing low user growth.
Main Practice. Based on user interviews, safety is the most important concern when it comes to investment. Investors were concerned about where would their funds go, who were the borrowers, whether they repaid the loans on time or not… Thus I designed a module called where did your fundings go. For example, a user has invested $10,000. He can know that $1,000 of it was used to help Tom to buy a silver Toyota Corolla car with engine number AB123. The lender Tom is a 43-year-old male working as an engineer and has 2 kids. His monthly income was AU$2000 and owned a property. These kinds of information can also be seen before investment as well.
Challenge. The biggest challenge is to prioritise requirements while designing. Although I was able to come up with designs based on users’ feedback, I also need to consider design needs and development limitations for both existing and new features. This further trained my product management skills. Through holistic analysis and prioritising, I was able to define requirements and shape designs that accomodate both development and user needs for this project.
Result. This features launched and received good feedback from users.
UI of where did your fundings go
To gain new users
Situation. The App was facing a low user growth rate.
Main Practice. Based on user interviews, 60% users decided to invest only when they were recommended by their friends or families. So I designed Invite Your Friend which allows users to get vouchers when they successfully invite others to invest. The amounts of vouchers depends on how many people they invited and how much they invested.
Result. It increased the user growth rate to 10% (was 6%).
Prototypes of Invite your friends