SoFi FinTech App

Learn about how I transformed the SoFi app homepage for seamless user navigation, driving an impressive 23% surge in successful task completions.


From Scrolling to Scanning: Reorganizing Information on SoFi’s App Homepage

The SoFi app's homepage has many information cards arranged randomly in a long scroll. Users find it difficult to navigate and locate what they need quickly.

Based on user interviews, users are feeling overwhelmed by the amount of content on this app homepage.

This new design gives users the choice to review personal finance information, and also explore other financial resources more quickly.

Reorganizing the SoFi app homepage will improve user experience and allow for quicker navigation. This will lead to higher user satisfaction and retention rates.


23% ⚙️

increase in successful task completion rate.

14% ⌛

decrease in average time spent on tasks.


SoFi Banking App: Where's My Credit Score?

I use SoFi as my everyday finance app. I have a checking and savings account with the bank.

So one day I was searching for my credit score as I remembered always scrollling past it. It turned out, when I was intentionally looking for it, it was long and cumbersome to find.

A walkthrough of the original SoFi app, highlighting the long infinite scroll experience.

I wondered if others were having the same issue that I was. So I went to online forums and app store reviews to investigate.

After inspecting over thirty reviews, I found that people felt overwhelmed and frustrated. They said things like “the app is cluttered” and the UI feels “clunky”. They also claimed that the current SoFi app was too “time consuming to navigate”.

A lot of advertising in the form of ‘info cards’.”

Destiny Sanders

Google Play Store

“The app is cluttered. The home page could use some customization options to filter out a lot of garbage.”

Mario Mancione

Google Play Store

"SoFi is great, but the app is too cluttered. I don’t want to be bombarded by all the products all the time."

Brent Leger

Google Play Store

I DO NOT recommend SoFi for investing. The UI is clunky and time consuming to navigate.

Alan Coe

Google Play Store


What Users Want: Insights from Mobile Banking Users on their Expectations

I took a step further to verify these complaints, so I interviewed four daily users of mobile banking apps, even beyond SoFi. I asked about their expectations from a banking app, and compared them with what SoFi currently offers.

My two biggest learnings were:


The importance of efficiency in mobile banking

Users don’t expect to spend too much time in their mobile banking app because they “come into the app for a very transactional” purpose. But “don’t come in here to read”.


Infinite scroll frustrates users

When shown the SoFi homepage, they felt overwhelmed by the long, “infinite” scroll. It was reminiscent of social media platforms like TikTok. They felt it would be ineffective to learn anything in this format.

Striking a Balance: SoFi's Marketing Goals vs. User Needs

These problems were seriously affecting user satisfaction and potentially, retention for SoFi. It was particularly concerning because SoFi has no physical branches. The app is the sole point of contact between customers and the brand.

If the app proved to be too daunting for users, they may stop using SoFi altogether.

I also understood SoFi’s marketing goals when it came to mixing promotional items with account-related information. But currently, the focus on promotion was impacting the user goals negatively, so we needed to find a greater balance between the both.


Relevance and Usefulness: Simplifying SoFi's Homepage

My goal was to improve the SoFi app homepage to help users find relevant, account-related information faster.

So I crafted a problem statement that would help guide my effort:

How might we simplify the SoFi app homepage to improve usefulness and relevance for users, while also meeting marketing needs?


Cluttered Interface: Issues with Information Hierarchy & Cognitive Overload

My first step was to clearly define the issues with the homepage, as currently, I was dependent on general user complaints. So I felt a Heuristic Evaluation exercise would help me define the key usability issues and areas of improvement.

I learned the app had good, consistent UI and interactions, but it was very cluttered with different topic areas, all on one scrollable page.

And so, information hierarchy was a big issue, because it was hard to differentiate between educational, promotional, and account-related information. Every user has a different priority at a different given time, so its best to clarify this and organize in a more user-friendly manner.

The cluttered experience was also causing cognitive overload. With so many inputs, reminiscent of social media scrolls, the dopamine-charge was in full effect. And the big question was:

Is all this really necessary on a single page?


Design Explorations: Finding the Right Balance of Effort and Effectiveness

Interesting note: I was a Brand Identity designer in my past career. So similar to how I presented logos, I made sweet, mild, and spicy explorations in each sketch. That basically means, the more spicy the design is, the more effort and resource investment it would take.

After weighing some pros and cons, I chose a combo of Mild A & B to move forward with.

The single navigation would now split into various tabs, filtering for each card type.


Turning Categories into Tabs: From Chaos to Clarity

Though I wasn’t ready to design yet. I still needed to understand the scope of card items I was working with. So I logged into the app a few times, and counted how many cards were displayed to me in those sessions.

On average, I was shown 26 different cards, belonging to 12 different categories (for example: Invest or Loans).

I went through several iterations of a sitemap exercise to consolidate the categories. Finally, I combined the card items into 5 or 6 groups that I’d turn into tabs for the new app homepage.


Streamlining SoFi: Reducing Clutter and Simplifying Navigation

With this, I was ready to wireframe and validate my solution. I produced a low-fidelity working prototype with the following solutions implemented:


Reducing cards on a single page

Users view the continuous scroll of cards on the homepage as clutter, therefore I’ve removed those cards. With only the 5 “Summary” cards visible on this page, I’ve designated this as the Summary tab.


Grouping cards into separate tabs

The cards I removed from this page have been shifted into different tabs, labeled “Summary”, “Invest”, “SoFi”, “Insights”, “Loans”, and “Perks”. With this, users can now bounce between these tabs for easier, more focused navigation.

See the Lo-fi Prototype in Action

In this video, I walkthrough the low-fidelity prototype.

View the low-fidelity prototype


Round 1 — User Testing Reveals Frustration with This New Design

With the prototype and interactions working, I validated it with five users. I devised a test to evaluate how easily users could learn to navigate and complete tasks. I found a 65% task completion rate, which was satisfactory but not impressive.

More than half of the participants expressed frustration with the new design due to a complicated navigation, and having to flip between so many tabs. Also, kept identical to the original app, the card titles were unclear, making it harder to find specific content.

So I knew I had to improve the new designs to ease the frustration users were feeling. I simplified the five tabs into just two (Summary & Explore).

I also converted the categories into clickable filters. Users could now scroll through a single page under the "Explore" tab and filter through several items to find something specific.

In addition, I flipped the card titles to give the content title more priority, whilst the category it belongs to becomes secondary. This should help users know where they are and create clear separation between each category.


Saving users' time with filters

Users want to make quick decisions and save time when entering their fintech apps. Adding navigation filters in the "Explore" tab will allow users to filter between the most relevant information, quick.

Round 2 — Boosting Task Completion by 23%

I then created a high-fidelity prototype with changes from round one, to test and validate this close-to-final design with users.

The task completion rate increased to 80% while keeping all tasks constant. Participants enjoyed the experience this time and had a positive learning curve while using the app.

In this second round of testing, I discovered more insights. Users had difficulty decoding the "SoFi" category as it was listed on several cards related to ongoing blog-like articles and promotionals. For clarity sake, I decided to replace it with "Blog".

Also, many users had difficulty finding specific items, for example a specific blog post. To help users, I added a search bar in the "Explore" tab for quicker navigation.

In summary, task completion rate improved by 23% and task completion time decreased by 14%, resulting in higher user morale, better success rates, and more time saved by the users with this new design.


Streamlining SoFi: A Final Design for Greater User Satisfaction and Retention

SoFi has a great task of putting many things into a single app, and that creates challenges to make it consumable without being too overwhelming. With this final design, we can expect greater satisfaction and retention rate of SoFi users.

In this video, I walkthrough the high-fidelity prototype.

Take the hi-fi prototype for a spin!

View the high-fidelity prototype


Missed Opportunities for Benchmarking: Lessons Learned

Some things I wish I did differently include:

🧪 Conduct a formal usability test with the current product

I didn't formally test the current SoFi app with users, which could have helped me iterate and test a prototype more efficiently, potentially saving time in arriving at the final design.

📈 Gather real insight into business goals of SoFi’s marketing team

If I had an opportunity to talk with SoFi's marketing team about their goals for product adverts on the app homepage, I could've analyzed the conversion metrics of the current design and benchmarked it against this redesign.


Moving Forward: Evaluating Performance with the New Design

Next, I plan to compare the conversion rates of promotional cards between the old and new designs to measure their effectiveness. This will help us ensure that the new design not only enhances customer experience but also achieves our business goals.

© 2024 Gurjinder Singh. All right reserved.