Tyba Dashboard Redesign

Tyba, a financial joint venture, is on a mission to democratize access to diverse investment products across Latin America. Leveraging a multifaceted approach, Tyba operates through a seamless mobile application, an intuitive web portal, and strategic integrations into mobile wallets in key markets like Colombia, Peru, and Chile. The company's current strategic focus lies in optimizing user experience, aiming to attract more users and make them invest in more financial products

To achieve this, Tyba is likely exploring cutting-edge User Experience (UX) strategies, considering the transformative landscape of the financial sector. The rise of tech in Latin America, as indicated by studies and reports on the impact and growth of financial technologies in the region, underscores the relevance and potential success of Tyba's endeavors. Such initiatives align with broader regional trends focusing on institutional transformation, financial education, and fostering financial inclusion.‍

Goal

A redesign of Tyba's app "Dashboard" is being pursued. This is the home screen of the application where users can view their total investments and product breakdown. However, it has remained unchanged for over three years since the app was initially launched to the public. The main objective of this redesign is to increase the conversion rate of new users making their first deposit from 8% to 20% across all three countries where Tyba is available.

The process

The proposal began with solid insights into users' perspectives on the original dashboard, including:

- Users found the navigation within the dashboard intuitive but not visually appealing or motivating enough to take action on the product.

- Tyba's product offerings were not explicitly displayed, leading to users being unaware of their existence.

- The gamification initiative "Tyba Master League" and financial education program "Educatyba" were valued by users, but their difficult accessibility within the app hindered their use.

The proposed design aims to optimize user scenarios for the dashboard, specifically targeting "New Users" and "Users with Investments." It employs a common information architecture for both, presenting tyba or its latest updates, the value proposition to encourage investment, total investment balance, tyba's product portfolio, and motivational elements to encourage investment.

The new navigation proposal also introduces a new structure for organizing products, categorized from general investment products to specific investments. This approach reflects tyba's evolution from a single investment vehicle to a portfolio of 5 products.

About the brand and Design System

The work on UI design was carried out with the aim of providing a cleaner visual style so that users could focus their attention on their investments and explore Tyba's product portfolio.

- Brand's visual elements are used to indicate interactions and prioritize conversion CTAs.

- The use of white space and bold typography helps structure the sections of the dashboard.

- Color and illustrations are used to invite users to learn more about Tyba.

- A family of icons is defined to represent Tyba's product portfolio, allowing for a consistent brand identity across different company channels.

- The visual design of the app's navigation bar was updated to match the new dashboard, drawing from the principles of Material Design 3.

Based on the icons designed to suggest a visual identity for Tyba's investment products on the dashboard, we successfully extended these visual motifs to other areas of the app, such as onboarding, product showcase and promotional banners.

Outcomes

- Users with multiple products have increased by 18% since the introduction of the new dashboard in its first month.

- the Access to educational material (Educativa) increased by 12% in its first month

- Existing users have easily adapted to the new dashboard and perceive our changes positively.

- With the new dashboard, the Tyba Master League (TML) gained greater recognition and impact on user motivation.

Want to work together?

If you like what you see and want to work together, get in touch!