Achieving product-market fit with Lendish
Lily MacFaydian
UI/UX designer
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Achieving product-market fit with Lendish

User Testing// UI Design

Achieving product-market fit with Lendish

Lendish

Lendish is a finance app that allows people to save money together for short-term goals using the concept of a "money pool" where a group of friends pay a fixed amount to the saving pot monthly, and every month someone takes the pot home. You didn't "win" this pot, you took turns claiming it. In the end, it is just another way to save money, but the social element helps you stay on track.

The Challenge

Achieving product-market fit and solving the financial problem that's relevant to the target market's situation. Lendish offers a compelling use case in some Latin American markets but how will it respond to a consumer's need in the U.S.

The Design Process

Achieving product-market fit with Lendish

Research

I began by collecting internal knowledge about other financial apps, industry standards as well as understanding the pros and cons of others on the market. 

Lendish looks to draw in a low-income gen z and millenial audience that is already attracted to social apps within the finance space, like Zelle, Venmo, and Robinhood. Additionally, this younger demographic is facing a number of financial struggles like higher costs of living and difficulties in locating work.

Achieving product-market fit with Lendish

Test Concepts

Lendish had an MVP of their app that I used to get feedback from users. Since the target audience is gen z and millennials, I selected 5 college students between the ages of 18-22. 

What I Learned

  • Users wanted a way to learn more about how the money pot and points worked.
  • Users felt the visual design was too sterile and suggested adding more contrast.
  • Users felt like they wouldn't trust the app with their money at this point.
Achieving product-market fit with Lendish

Iterate

Refining the Design

I made wireframes with Balsamiq to test different ideas I have for the structure and navigation. Once I felt like I understood what elements were most important to display I was able to focus on really optimizing the design and digging into the user experience.


Achieving product-market fit with Lendish

Design

Refining the Design

Following the Material Design guidelines, I chose Roboto for the font. I was inspired by Latin American culture for the color palette. 

Since some users mentioned they felt the app looked sterile,  I used orange to contrast yet compliment the blue. I also added illustrations to give it a more human touch. 


Achieving product-market fit with Lendish

The Results

What I Learned

Once I had preliminary designs I wanted to get out and test them with the same people I tested the MVP with. Since I didn't have the actual app at this point I used a smartphone with an Invision prototype I built.

  • Users felt that the onboarding section answered the questions they had about how the app works.
  • Improving the wording from "Peers" to "Friends" and "Feeds" to "Circles" helped to clarify the navigation.
  • Users loved watching the city illustrations turn from day to night based on time.
  • Users found the idea of saving money with friends instead of taking out a loan with a bank an innovative idea they would be interested in trying. 

"I can't wait to try this app when it's released!"

- Feedback from a user