What I learned from this project
Link's targeted user base was an interesting mix of debt-conscious millennials and older, more financially established customers, all with diverse views of self-directed investing and unique advise seeking proclivities. This guided the thinking of our design in interesting ways.
I was consistently reminded that usability does not always indicate value. Throughout our discovery and user testing, some of which I conducted personally, test participants expressed that they liked the flexibility, task-supporting flow, and educational overtones inherent in the platform. Most also expressed likability for the look and feel and felt it helped support the add and edit goals/view and get goal solutions task flow. Some of the same customers however also commented that reaching a completed state of the profile and goals timeline required rather lengthy time requirement. Moreover, they expressed that for the time-investment required, the level and quality of the payoff reward could be improved. Some felt the solutions provided for the goals could have been more personalized.
As of early 2019, Link still had some maturing to do but I feel the platform is extremely viable for future incremental improvement. Regarding app usability our teams hit the mark in impressive ways. However while initial intrigue and usability are important parts of Link's success equation, overall enduring value must be based on continued attention and care regarding user's motivation and quality of reward. With more personalization, value-adding features such as outside account balances importation ability, better integrated advisory aspects, and enhancement of a more consultative feel, the Link experience could become an important means for customers to help maintain financial health and keep their eye on the prize of reaching their financial goals.