Onboarding is Crucial

Too Long; Didn't Read

The Problem

The You Need A Budget (YNAB) application and methodology can be challenging to grasp, leading individuals to cancel their subscriptions and seek alternative budgeting solutions, or even discontinue budgeting altogether.

The Solution

Revamp the "help" section of the YNAB application by implementing a point-based system aimed at incentivizing users to familiarize themselves with the YNAB method and software. The application will offer structured lessons and challenges, including daily, weekly, and monthly tasks, to maintain user engagement with their budgets. Additionally, users will have the opportunity to compare their accumulated YNAB points with others through a leaderboard feature.

Introduction

The YNAB software has significantly improved my financial management since I got married, prompting me to enthusiastically share it with others. Despite offering weekly budgeting sessions and gifting the YNAB book to aid understanding, I've observed individuals still discontinuing their subscriptions due to the software's steep learning curve. To gauge the extent of this issue, I conducted a survey in the YNAB Fans Facebook group, with over 250 respondents revealing that confusion over the software (29%), incomprehension of the YNAB method (16.9%), and budgeting complexity (10.6%) were common reasons for subscription cancellation. Additionally, 31.4% cited the software's expense as a factor. This gap poses challenges for both users and the company, prompting the need for strategies to enhance user engagement and comprehension, ultimately fostering greater satisfaction and revenue generation for YNAB.

Competitive Research

In my quest for solutions, I examined two highly-rated applications, Duolingo and Weight Watchers, known for their effective teaching methods and user engagement. Duolingo, boasting a 4.7/5 rating on the iOS App Store with over 1.4M ratings, offers comprehensive language learning through reading, writing, listening, and speaking exercises, rewarding users with experience points (XP) for completing lessons, stories, and challenges. Weight Watchers, with a 4.8/5 rating and over 1.8M ratings, incentivizes users with "wins" earned for tracking meals, activity, and other healthy habits, redeemable for rewards. Exploring how elements of these apps could enhance the onboarding experience, I began brainstorming potential adaptations for YNAB.

Brainstorming

My objective is to efficiently educate users on the YNAB method while teaching them how to navigate the software effectively. Implementing these new features within the existing YNAB app will provide access to cutting-edge learning tools tailored to each user's budgeting needs. For instance, prompts will guide users through learning and applying essential concepts, such as reconciliation. Users will earn YNABwins as they progress, acknowledging their achievements within the app. To reinforce learning, instructional videos and tutorials will precede practical application tasks. A dedicated learning hub will offer a comprehensive range of lessons, including introductory material, the four rules, and software mastery. Additionally, a challenges hub will present tailored tasks for users to earn YNABwins upon completion. Finally, a store hub will enable users to redeem their YNABwins for exclusive YNAB merchandise, gift cards, and other rewards, enhancing their engagement with the platform.

Sketches

It was time to translate my ideas into concrete designs, undergoing multiple iterations until reaching an optimal solution. During the sketching process, I conceived additional essential features for the app. Notably, I integrated prompts to facilitate learning at critical junctures, such as prompting users to learn about reconciliation when their checking account goes unreconciled for a period. Upon acquiring this knowledge, users can reconcile their account to earn YNABwins. Additionally, I envisioned pop-ups for earned YNABwins to enhance the reward experience, providing users with a clear overview of their achievements and a simple "Collect YNABwins" button for ease of use.

Surface Comps

Currently, the app lacks reminders for users who haven't reconciled in a while, necessitating them to enroll in YNAB's free online classes to revisit the concept. With the prototype, the system identifies this friction point by detecting the time gap since the last reconciliation and prompts users to learn reconciliation. Upon opting to learn, users are directed to a reconciliation lesson and given the opportunity to practice within their budget, subsequently earning YNABwins upon demonstration of their knowledge. Additionally, the "help" section now includes new tabs: the "learn" tab offers software and YNAB method lessons, rewarding users with YNABwins upon completion; the "challenges" tab presents tailored challenges for users to earn YNABwins, helping them achieve specific budgeting goals; and the "redeem" tab allows users to view their total YNABwins and redeem them for rewards, with three tiers of swag available based on YNABwins earned.

User Testing

Usability testing yielded overwhelmingly positive feedback, with participants expressing enjoyment for the lessons, challenges, and the app's educational aspect regarding the YNAB method. They also offered valuable suggestions for further improvement. One participant proposed replacing the high-cost redemption system with a more cost-effective ranking system, while another highlighted concerns about the ease of obtaining redeemable items, emphasizing the need to maintain the incentive to earn YNABwins. Additionally, a participant suggested earning additional YNABwins by engaging with YNAB podcasts or YouTube videos, providing an opportunity to promote other YNAB learning resources while incentivizing user participation.

Key Takeaways