Project Overview
Project Overview
Baselane empowers their customers with tailored financial services to save time, increase returns, and grow their investment portfolios. As Baselane moves towards building an in-house design team, they want to position more premium features in their product offerings for bookkeeping, rent collection, and banking.
How did I add value?
How did I add value?
I was the second designer on the team and took full ownership of the end-to-end design process of three major projects. I worked with cross-functional teams to redesign existing features, establish a new design system, and implement new product features.
Disclaimer
Disclaimer
Due to an NDA, I'm unable to showcase a larger breadth of my work. If you would like more information, please email me for more details on this case study.
CONTACT ME
Project Overview
Baselane empowers their customers with tailored financial services to save time, increase returns, and grow their investment portfolios. As Baselane moves towards building an in-house design team, they want to position more premium features in their product offerings for bookkeeping, rent collection, and banking.
How did I add value?
I was the second designer on the team and took full ownership of the end-to-end design process of three major projects. I worked with cross-functional teams to redesign existing features, establish a new design system, and implement new product features.
Disclaimer
Due to an NDA, I'm unable to showcase a larger breadth of my work. If you would like more information, please email me more details on this case study.
CONTACT ME
Timeline
Timeline
Timeline
July 2023 - March 2024
July 2023 - March 2024
Team
Team
Team
2 product designers
3 product managers
12+ developers
4 marketing experts
2 product designers
3 product managers
12+ developers
4 marketing experts
Skills
Skills
Skills
User Research
A/B Testing
Rapid Prototyping
User Research
A/B Testing
Rapid Prototyping
Thus, I asked…
Thus, I asked…
Thus, I asked…
How might we discover and implement features to improve the current experience for users?
How might we discover and implement features to improve the current experience for users?
What are some project constraints?
What are some project constraints?
What are some project constraints?
There were a number of business constraints and objectives our team needed to consider.
There were a number of business constraints and objectives our team needed to consider.
Establishing a new in-house design system
Establishing a new in-house design system
Establishing a new in-house design system
Worked with an agency to create a new design system to be used across all devices and platforms.
Worked with an agency to create a new design system to be used across all devices and platforms.
Working around quick turnaround times
Working around quick turnaround times
Working around quick turnaround times
Prioritized ideation, rapid prototyping, research, and testing for all of the short design sprints.
Prioritized ideation, rapid prototyping, research, and testing for all of the short design sprints.
Designing features for new and existing users
Designing features for new and existing users
Designing features for new and existing users
Implemented features based on feedback, interviews, heat map analysis, and testing.
Implemented features based on feedback, interviews, heat map analysis, and testing.
What was the current state?
What was the current state?
What was the current state?
Taking a look at prehistoric SurveyMonkey data from the previous year, we noticed that users were displaying frustration because of unconsolidated methods of payment. Users wanted to be able to send different types of electronic transfers, wires, and checks. The team conducted 10 sessions as a general UXR effort, and I worked to conduct these interviews and summarize our insights.
Taking a look at prehistoric SurveyMonkey data from the previous year, we noticed that users were displaying frustration because of unconsolidated methods of payment.
Users wanted to be able to send different types of electronic transfers, wires, and checks. The team conducted 10 sessions as a general UXR effort, and I worked to conduct these interviews and summarize our insights.
220 respondents in a product survey indicated a desire for sending electronic and physical checks
220 respondents in a product survey indicated a desire for sending electronic and physical checks
Followed up with 5 of these users to understand more about their specific use cases
Followed up with 5 of these users to understand more about their specific use cases
Created a secondary in-product survey directed to understand what scenarios users typically consider
Created a secondary in-product survey directed to understand what scenarios users typically consider
90% of users indicated a desire for both physical checks and digital check writing options
90% of users indicated a desire for both physical checks and digital check writing options
Users found that the lack of bookkeeping for these mailed checks affected the accuracy of taxes
Users found that the lack of bookkeeping for these mailed checks affected the accuracy of taxes
40 - 60% of existing users 'somewhat / strongly agreed' that this could drive them to competitors
40 - 60% of existing users 'somewhat / strongly agreed' that this could drive them to competitors
Who are our main user groups?
Who are our main user groups?
Who are our main user groups?
Independent landlords
Independent landlords
Independent landlords
Our platform is tailored mainly to property owners who use Baselane to automate bookkeeping, collect rent, and use banking services.
Our platform is tailored mainly to property owners who use Baselane to automate bookkeeping, collect rent, and use banking services.
Payment recipients
Payment recipients
Payment recipients
These are the individuals receiving payments. It could be cleaners, independent contractors, or anyone requiring payment from a landlord.
These are the individuals receiving payments. It could be cleaners, independent contractors, or anyone requiring payment from a landlord.
Registered Tenants
Registered Tenants
Registered Tenants
Tenants can also use Baselane to get insights on when rent is due. Their platform is less sophisticated, only the ability to receive payment.
Tenants can also use Baselane to get insights on when rent is due. Their platform is less sophisticated, only the ability to receive payment.
What were the project goals?
What were the project goals?
What were the project goals?
Quantitative Goals
Quantitative Goals
Quantitative Goals
Reduce the change in NPS from -17 pts in TY22 (2022) to -5 pts in TY23 (2023).
Reduce the change in NPS from -17 pts in TY22 (2022) to -5 pts in TY23 (2023).
Qualitative Goals
Qualitative Goals
Qualitative Goals
Set better user expectations on product offerings
Set better user expectations on product offerings
Establish business as a competitive bank
Establish business as a competitive bank
Provide alternative funding options to customers
Provide alternative funding options to customers
What do our users want & need?
What do our users want & need?
What do our users want & need?
It was obvious that our competitors offered more payment options and the feedback from our customers reflected that. Although the interviews allowed us to get an insight on other major pain points, we focused on the most feasible / high impact opportunity to solve.
It was obvious that our competitors offered more payment options and the feedback from our customers reflected that. Although the interviews allowed us to get an insight on other major pain points, we focused on the most feasible / high impact opportunity to solve.
Major Pain points
Major Pain points
Users feel limited by the lack of fund options
Users feel limited by the lack of fund options
Users want better resources to consolidate documentation
Users want better resources to consolidate documentation
Onboarding is lacking a more personalised experience
Onboarding is lacking a more personalised experience
User dashboard doesn’t feel relevant
User dashboard doesn’t feel relevant
Opportunity 1
Opportunity 1
Opportunity 1
How might we improve customer loyalty by offering new funding options for users?
How might we improve customer loyalty by offering new funding options for users?
How did we prioritize this problem?
How did we prioritize this problem?
How did we prioritize this problem?
Baselane follows the double-diamond design process which is based on a divergence-convergence design model.
Baselane follows the double-diamond design process which is based on a divergence-convergence design model.
Double-Diamond Method
Double-Diamond Method
Double-Diamond Method
Focuses on first using discovery to solve the right problem and then working to solve the problem right.
Focuses on first using discovery to solve the right problem and then working to solve the problem right.
Why is this an ideal method?
Why is this an ideal method?
Why is this an ideal method?
Aligns cross-functional stakeholders in a timely manner
Aligns cross-functional stakeholders in a timely manner
Identifies the most feasible and impactful problems
Identifies the most feasible and impactful problems
Helps map out the priority items for the year
Helps map out the priority items for the year
Who was involved?
Who was involved?
Who was involved?
We brought 10 stakeholders across product, customer success, development, and growth teams.to identify and prioritize problems collaboratively as well as align cross-functional stakeholders on the problem space. This created a holistic research environment and opportunity for discussion. Our goal was a prioritized list of 'how might we' problem statements to kickstart future ideation and act as a set of guiding principles in the design phase.
We brought 10 stakeholders across product, customer success, development, and growth teams.to identify and prioritize problems collaboratively as well as align cross-functional stakeholders on the problem space. This created a holistic research environment and opportunity for discussion.
Our goal was a prioritized list of 'how might we' problem statements to kickstart future ideation and act as a set of guiding principles in the design phase.
Investigative Question
Investigative Question
Investigative Question
How might we improve customer loyalty by offering new funding options for users?
How might we improve customer loyalty by offering new funding options for users?
How did we learn more about customer needs?
How did we learn more about customer needs?
How did we learn more about customer needs?
Previously, we conducted surveys and a subsequent interview to understand general product needs from our customers. This secondary survey served to understand more detailed information about users preferences for online payments.
Previously, we conducted surveys and a subsequent interview to understand general product needs from our customers. This secondary survey served to understand more detailed information about users preferences for online payments.
Users frequently use checks and send them to different types of recipients
Users frequently use checks and send them to different types of recipients
Users feel that this should be a standard feature for our bank at little to no cost
Users feel that this should be a standard feature for our bank at little to no cost
Users want both options to send digital checks and have a physical checkbook upon request
Users want both options to send digital checks and have a physical checkbook upon request
Most people are familiar with sending an online check and don't need extensive onboarding
Most people are familiar with sending an online check and don't need extensive onboarding
Mainly used for paying contractors, sending large sums of money, or selecting preferences
Mainly used for paying contractors, sending large sums of money, or selecting preferences
Frequent updates about check status are not necessary
Frequent updates about check status are not necessary
How did we compare with other competitors?
How did we compare with other competitors?
How did we compare with other competitors?
One of the major questions for the product team was aligning on what design problem to solve. I started by conducting competitive research with other banks that offered check writing options and took a look at how they formatted their product offerings. Since Baselane is an American bank, I took a look at how other major American and Neobanks offered for payment options.
One of the major questions for the product team was aligning on what design problem to solve. I started by conducting competitive research with other banks that offered check writing options and took a look at how they formatted their product offerings.
Since Baselane is an American bank, I took a look at how other major American and Neobanks offered for payment options.
Main Findings
Main Findings
Main Findings
Most competitors had the option to send checks at no extra cost and to same / one-time recipients.
Most competitors had the option to send checks at no extra cost and to same / one-time recipients.
What in-product changes did we make?
What in-product changes did we make?
What in-product changes did we make?
Consolidated payment flow
Consolidated payment flow
Consolidated payment flow
The ability to send a wire transfer, ACH, or check can be done in the same flow so users can easily access all their options.
The ability to send a wire transfer, ACH, or check can be done in the same flow so users can easily access all their options.
Saved recipient address book
Saved recipient address book
Saved recipient address book
Users can now add recipients' names to easily track payment history, preferred payment methods, and automate bookkeeping.
Users can now add recipients' names to easily track payment history, preferred payment methods, and automate bookkeeping.
Scheduled payment options
Scheduled payment options
Scheduled payment options
Since ~40% of users send payments on a recurring basis, the option to schedule payments or enable auto-transfer is available.
Since ~40% of users send payments on a recurring basis, the option to schedule payments or enable auto-transfer is available.
What are some next steps?
What are some next steps?
What are some next steps?
Data collection
Data collection
Data collection
Integrating passive insights tools to track the user interactions/behaviour in product.
Integrating passive insights tools to track the user interactions/behaviour in product.
How many users send a check after clicking the modal?
How many users send a check after clicking the modal?
Do users utilize the recipient address book and / or the one-time recipient option?
Do users utilize the recipient address book and / or the one-time recipient option?
How many users use the scheduled payment options?
How many users use the scheduled payment options?
Historical comparisons
Historical comparisons
Historical comparisons
Compare survey results from the year prior to track the impact of efforts to customers during peak.
Compare survey results from the year prior to track the impact of efforts to customers during peak.
Post-implementation user interviews
Post-implementation user interviews
Post-implementation user interviews
Conduct user interviews with our team as a retrospective on their experience to understand he impacts of the suggested solutions and how to support future iterations.
Conduct user interviews with our team as a retrospective on their experience to understand he impacts of the suggested solutions and how to support future iterations.
Lastly… A big thank you for everyone's support
Lastly… A big thank you for everyone's support
Lastly… A big thank you for everyone's support
Previously, we conducted surveys and a subsequent interview to understand general product needs from our customers. This secondary survey served to understand more detailed information about users preferences for online payments.
Previously, we conducted surveys and a subsequent interview to understand general product needs from our customers. This secondary survey served to understand more detailed information about users preferences for online payments.
Tara Herrmann
Tara Herrmann
Tara Herrmann
Customer Success Manager
Customer Success Manager
Maybe it's because I work in tech, but man, I really appreciate a good customer-driven prompt and this one from our bank caught my attention enough to take a screenshot, think about it overnight, and then post about it today.
It's got all the elements:
Short and sweet
Automated booking (don't ask me to call in, you've already lost me)
Shows my feedback matters
Maybe it's because I work in tech, but man, I really appreciate a good customer-driven prompt and this one from our bank caught my attention enough to take a screenshot, think about it overnight, and then post about it today.
It's got all the elements:
Short and sweet
Automated booking (don't ask me to call in, you've already lost me)
Shows my feedback matters
Take notes, product managers and designers! I don't even write checks but I may schedule a product interview with them. 🤣
Well done! 👏
Take notes, product managers and designers! I don't even write checks but I may schedule a product interview with them. 🤣
Well done! 👏
Jad Yaghi
Jad Yaghi
Jad Yaghi
Chief Technology Officer (CTO)
Chief Technology Officer (CTO)
It's great that you're always able to take feedback and have honest conversations. I know that working at a fast-paced start up isn't easy, but you are always receptive to having a conversation.
Thank you, Celine. I wish you all the best in your next steps.
It's great that you're always able to take feedback and have honest conversations. I know that working at a fast-paced start up isn't easy, but you are always receptive to having a conversation.
Thank you, Celine. I wish you all the best in your next steps.
Jacky Cheng
Jacky Cheng
Jacky Cheng
Product Manager
Product Manager
Great work on the approval page. I like how our team now as many different personalties. Also thanks to the design team, we're able to meet our goals for each quarter. Props to you and Vignesh for putting in the work.
Great work on the approval page. I like how our team now as many different personalties. Also thanks to the design team, we're able to meet our goals for each quarter. Props to you and Vignesh for putting in the work.
Laura Nguyen
Laura Nguyen
Laura Nguyen
Growth Marketing Specialist
Growth Marketing Specialist
It's been a pleasure working with you, Celine. As someone on the growth team, it's great to see you take initiative for meetings to make sure we're aligned on things such as copywriting, taking lead on meetings, and being a positive person in the workplace. 😁
It's been a pleasure working with you, Celine. As someone on the growth team, it's great to see you take initiative for meetings to make sure we're aligned on things such as copywriting, taking lead on meetings, and being a positive person in the workplace. 😁
Larissa Larcara
Larissa Larcara
Larissa Larcara
Senior Customer Success Lead
Senior Customer Success Lead
Great job, Celine! We've gotten some great feedback from customers. I can say how that makes a huge difference for our support team.
Great job, Celine! We've gotten some great feedback from customers. I can say how that makes a huge difference for our support team.
Vignesh Kumar
Vignesh Kumar
Vignesh Kumar
Senior Product Design Lead
Senior Product Design Lead
The check writing research was very well done. I could see that you're particularly passionate about UX research. Great job on the survey, taking charge of interviews, and executing the designs! 👏 🎉
Keep up the good work.
The check writing research was very well done. I could see that you're particularly passionate about UX research. Great job on the survey, taking charge of interviews, and executing the designs! 👏 🎉
Keep up the good work.
Nikki Wong
Nikki Wong
Nikki Wong
Senior Customer Success Lead
Senior Customer Success Lead
Amazing work within the last few months! I appreciate the energy and positive attitude you bring to your work and our team. 🥳
Amazing work within the last few months! I appreciate the energy and positive attitude you bring to your work and our team. 🥳
Fatema Mohamedali
Fatema Mohamedali
Fatema Mohamedali
Product Support Lead
Product Support Lead
It's been a pleasure working with you, Celine. As someone on the growth team, it's great to see you take initiative for meetings to make sure we're aligned on things such as copywriting, taking lead on meetings, and being a positive person in the workplace. 😁
It's been a pleasure working with you, Celine. As someone on the growth team, it's great to see you take initiative for meetings to make sure we're aligned on things such as copywriting, taking lead on meetings, and being a positive person in the workplace. 😁
thanks for stopping by
© celine keomany
thanks for stopping by
© celine keomany
thanks for stopping by
© celine keomany