Today, I would like to share with you some of my recent study notes on the dismantling of the "Account Opening" function module of the CEIBS Wealth APP, and I hope you can also gain something from this article.
1. Functional value
1.1. What is the registration of the fund APP?
Registration refers to the account registration of the APP, this step generally only needs a mobile phone number to register and open, and you can start to experience the APP after registration.
1.2. What is the account opening of the fund APP?
Opening an account refers to the establishment of an investment account in the fund APP, which generally requires the user to upload personal real information, ID card information, and bound bank card and other information. After the investment account is established, the user can purchase the wealth management and investment products of the fund APP.
1.3. What is the difference between registration and account opening?
- Generally, only a mobile phone number is required for registration, and complete and detailed personal information is required to open an account.
- Opening an account takes place after registration, and it is necessary to fill in detailed personal information, which is relatively cumbersome.
- After registration, users must open an account to purchase the wealth management and investment products of the fund APP.
- Registration and account opening are the most important aspects of user activation of a fund APP, but opening an account means that users will have purchase behavior, which is one of the core performance indicators of fund APP.
1.4. Challenges and difficulties in account opening design
"Account opening" is the most important step for a fund app to activate users, and I think the design of guidance, navigation and interactive experience for new users is very important, so I split "account opening" into three key links, namely account opening guidance, account opening entrance and account opening process.
- Account opening guidance: Let users understand the difference between registration and account opening, and can naturally enter the account opening process to activate conversion.
- Account opening entrance: After the user enters the APP, the account opening entrance can be found in the APP simply and clearly to complete the platform account opening.
- Account opening process: In the operation process of opening an account, through a simple and friendly design, users can complete the account opening steps efficiently without increasing the learning cost.
2. Account opening guidance
CEIBS Wealth started to guide users to open an account after registering an APP account, and they did not let users jump directly to the homepage of the APP, but designed a "Successful Registration" page to guide new users to open an account.
2.1. Registration Success Page
In addition to informing users of successful registration, the "Successful Registration" page also provides three contents: 90-second fast account opening, newcomer welfare strategy and recommended funds to attract users to open an account quickly.
Successful registration: Inform the user that the registration is successful and that benefits such as fund trial funds, rate coupons, and regular investment coupons have been sent.
Design flaws:
The coupon design here has a certain misleading operation for users, and users will think that they need to click to receive the coupon, but in fact, there is no jump link here, but a static picture design.
90 seconds to open an account: click to directly enter the account opening process, which is mainly divided into three steps: setting a transaction password, binding a bank card and improving information.
Design Advantages:
The page design is simple, the account opening process is short, and the operation experience is efficient, which effectively attracts new users to complete the account opening quickly.
Newcomer Welfare Guide: The page is rich in design, including newcomer discounts, official account binding, newbie fund recommendation and newbie area.
Design Advantages:
The content of the page is richly planned, not only with coupons and other mutual benefits, but also with a novice area, popular funds and other content, which effectively attracts users to open an account and activate.
Recommended funds: Recommend popular funds with high returns to new users to attract users to view and activate account opening.
Design flaws:
After the new user clicks to buy on the fund details page, the pop-up window reminds the user to bind the bank card, which is actually to guide the user to open an account, and the semantics of the two are not uniform, which increases the learning cost of the new user.
2.2. Summary
CEIBS Fortune began to guide users to open accounts as soon as they registered the APP, and made full preparations for the next step of activation, and the experience was very friendly.
3. Account opening entrance
After the user skips the APP registration success page and enters the homepage, the user officially starts the APP experience journey.
3.1. Homepage
The homepage is the page with the highest weight in the whole APP, and before the user opens an account, guiding and activating the user to open an account is the most important goal of the homepage.
3.1.1. 4 quick steps to start investing
At the head of the homepage, CEIBS Wealth uses the form of steps to attract users to open an account, which are card binding, information improvement, risk assessment and investment, and users can enter the account opening process by clicking on the card binding and completing the information.
Design Highlights:
The account opening entrance is eye-catching, and the cognitive load of users is reduced by splitting into subtasks, which effectively attracts users to open accounts quickly.
3.2. User Center
The user center is one of the most frequently used columns by users, and this column is also crucial for users' account opening and activation, but CEIBS Fortune does not seem to be aware of this problem.
3.2.1. Settings
After clicking on the user's avatar, enter the system settings, in the "My Information" position, the user who has not opened an account will display the status of "not real name", and click to enter the account opening page.
3.2.2. Add a bank card
At the bottom of the user center page, click Bank Card Management to enter the account opening page.
Design flaws:
The entire user center is not friendly enough to guide the opening of accounts for new users, and there are almost no entrances.
3.3. Fund details page
When the user browses into any fund details page, click Buy, and the system will remind the user to bind the bank card to open an account through a pop-up window, which has been described above and will not be repeated.
3.4. Summary
After users enter the APP, CEIBS Fortune has an excellent account opening entrance on the homepage, attracting users to quickly open accounts through eye-catching design, effectively improving the conversion rate of new users to open accounts. However, on other pages, especially the user center page, there is a lack of account opening entrance, and the experience is not good.
Fourth, the account opening process
Entering the account opening, it can be seen that the account opening process of CEIBS Wealth Management is very simple, including three steps: setting a transaction password, binding a bank card and completing the information.
4.1. Set a trading password
Enter the 6-digit non-repeated, non-consecutive transaction password and need to confirm again.
4.2. Bank Binding Card
Enter the cardholder information and bank card information, and after the user fills in, the user needs to be redirected to the bank page for verification.
Design Highlights:
The page design is concise, unified, and regular, and the visual operation experience is friendly.
4.3. Information Improvement
Upload the front and back of the ID card, and complete other basic information of the user.
Design Highlights:
The account opening process is very simple, efficient, convenient and user-friendly.
4.4. Account opening is successful
After the information is submitted correctly, the account is successfully opened and the user's investment journey is officially started.
Design flaws:
Compared with the account opening process of other fund apps, CEIBS Wealth Management does not have the guidance of "risk assessment" after the user successfully opens an account, which increases the user's operating cost and the experience is slightly poor.
4.5. Summary
CEIBS Wealth's account opening process is only three steps, and it is designed to be very simple, efficient and convenient, which can be completed quickly, and the user experience is excellent.
5. Experience summary
Through the dismantling of the above three contents, it can be seen that whether it is the timely guidance of the user to open an account after registering the APP, or the design of the account opening entrance after entering the APP, as well as the account opening process that needs to interact with the user, although there are some design flaws, the overall design of the account opening process of CEIBS Wealth is natural, concise, clear and efficient.
5.1. Design Highlights
Registration Success Page:
- CEIBS Fortune starts to guide users to open accounts as soon as they register the APP, making full preparations for the next step of activation, which is more friendly to novices.
- Newcomer welfare strategy: The page is rich in content planning, not only coupons and other mutual benefits, but also novice areas, popular funds and other content, effectively attracting users to open accounts and activate.
Home:
- 4 steps to quickly start investment: The account opening entrance is eye-catching, and the cognitive load of users is reduced by splitting into subtasks, which effectively attracts users to open accounts quickly.
Account Opening Process:
- The page design is concise, unified, and neat, and the visual experience is friendly.
- The account opening process is very simple, efficient, convenient and user-friendly.
5.2. Design Defects
Registration Success Page:
- The coupon design at the head of the registration success page has a certain misleading operation for users, and users will think that they need to click to receive the coupon, but in fact, there is no jump link here, but a static picture design.
User Center:
- The entire user center is not friendly enough to guide the opening of accounts for new users, and there are almost no entrances.
Fund Details:
- After the new user clicks to buy on the fund details page, the pop-up window reminds the user to bind the bank card, which is actually to guide the user to open an account, and the semantics of the two are not uniform, which increases the learning cost of the new user.
Account Opening Process:
- Compared with the account opening process of other fund apps, CEIBS Wealth Management does not have the guidance of "risk assessment" after the user successfully opens an account, which increases the user's operating cost and the experience is slightly poor.
Columnist
Liell Holmes, WeChat public account: design detective, everyone is a product manager columnist. Serial entrepreneur with the goal of becoming the designer with the most disassembled product designs in the world.
This article was originally published by Everyone is a Product Manager and is prohibited from reprinting without permission.
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The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.