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Former Senior Product Manager, Betterment
Caleb Rotach is a fromer Senior Product Manager at Betterment for our digital advice application.
Articles by Caleb Rotach
Do More With Our Redesigned Mobile App
Manage your financial life with our completely redesigned mobile app. We took feedback ...Do More With Our Redesigned Mobile App Manage your financial life with our completely redesigned mobile app. We took feedback from customers like you and turned our app into a hub for your financial life. Historically, our mobile app has been a light companion to the full web browser experience. Four years ago, we originally built the app around the basic features we thought users needed quick access to. It turns out that smartphones are here to stay. Over the years, our customers have made it clear that they want to be able to do more on the mobile app. Our mobile experience is not where we want it to be, and that must change if we’re to provide a more convenient, consistent experience that we hope will become the hub of your everyday financial life. Jon Stein, Betterment’s CEO We’re excited to announce that all the feedback we’ve received—and yes, we do read the mean comments—has compelled us to completely redesign both our iOS and Android apps. This is not just a surface makeover. In the last six months, we’ve made leaps and bounds of progress towards turning features that were previously only available on the web browser into accessible features for the mobile app. We’re your financial partner, and we’ve refined a mobile app experience that we believe can now be the hub for your financial life. We hope you like it. Here’s what we’ve done so far in 2019. 1. We created a new home page that focuses on you—not just on your investments. While it’s convenient to quickly check on how your investments are performing, it could be equally stressful in times of market volatility. The old mobile app’s focus on just one summarized performance number wasn’t working because it wasn’t representative of the big picture. The new mobile app home page has been specifically designed to encourage you to think about the big picture—your goals, your progress, and your future—but still allows you to quickly check in if you need to. 2. Any type of new goal can easily be added to your account. We offer multiple types of personalized investment goals that help you save for any of your real life financial goals or life events. Previously, our mobile app only allowed for a small handful of those goals to be created. For the rest, you would’ve had to head to the web browser. Not anymore. Life happens fast, and now you can open any new financial goal on the spot without waiting. 3. You’ll save time by moving money with less clicks. We admit that we heard a few complaints that it was hard to figure out how to deposit or withdraw from your goals after logging in. To fix this, we added easy-to-access action buttons so you’ll quickly see how to move money in and out of your account. 4. You’re able to dive deeper into your performance data. Investment performance information is complicated, to say the least. Markets are constantly fluctuating, and there are many ways you can measure returns. On a web browser, you’ve always had access to comprehensive performance information alongside visualizations, so that you could fully understand not only how your investments performed, but also how your behavior may have influenced it. A majority of that same experience is now available to see right from your mobile app as well. Now that it’s at your fingertips, just be careful that you don’t fall into the habit of checking your performance too often. And we’re not done yet. We’re always listening to our customers, and because of this, we’ve already got even more new and interesting ideas in the works that we believe will help us in our mission to empower you to make the most of your money, so you can live better. You asked for an app that delivers what you need where you want it most: your phone. Message received.
Redesigning How You Manage Your Finances at Betterment
Our new design represents a synthesis of a large body of customer feedback. We hope it ...Redesigning How You Manage Your Finances at Betterment Our new design represents a synthesis of a large body of customer feedback. We hope it meets your expectations. If you’re a customer, you might notice that we’ve changed Betterment’s interface significantly over the last few months. We’ve improved how you view the accounts you hold at other firms. We’ve updated our tools for retirement planning. And now, we’ve introduced a new design when you log in to Betterment to help you manage your finances more effectively. How We’re Improving Betterment for Customers We’re changing three major elements of what Betterment looks like when you’re logged in to manage your finances. A new navigation menu designed to help give you a birds-eye view of your goals. Clearer information about your goals with less clicks. An easy-to-view experience when you’re reviewing your investments on a tablet or mobile phone. Get acquainted with the new menu. The menu, which sits at the left of your screen on larger devices, gives you easier access to the parts of your finances that use most: Your goals Important documents Performance information Our personalized advice With each of your goals aligned in front of you when you’re logged in, you can organize your finances by purpose and prioritize which goals you need to set next. See the details of your financial goals more easily. Before we redeveloped the design, we learned from customers that they struggled to understand Betterment advice for each of their goals. We heard that you sometimes couldn’t easily access the most pertinent information, and that you really had to dig to compare your goals. When you click on a financial goal from the menu, you get an array of information immediately: The plan for your goal Our analysis of the goal’s portfolio—across both external accounts and Betterment accounts Holdings in the goal portfolio Activity—like dividend payouts and reinvestments—occurring for the goal Performance for the goal, as measured by percentage value or total returns in dollars Our approach: Help you understand your goals with less clicks between login and the information you need. Get a better experience on smaller devices. Another insight that went into our updated design is that many customers log in to Betterment on smaller devices to manage their finances. So, we’re making it easier to get around for those users. Whether you’re using Betterment on a smartphone, outside of our mobile app, or using a tablet, we’ve built this design to help set you up for greater success. Improvement can feel disruptive. Why the redesign? We recognize that change, regardless of how new and exciting it may be, is inherently disruptive. And we’ve done a lot of it as of late. But why so much change? Why now? This new look and feel is the culmination of over a year of ideating and designing after listening to your feedback. That’s where this list of reasons why we made these changes begins and ends: Reason Why #1 of 1: You told us to. We’re obsessed with your feedback, and we’ve heard from hundreds of our customers about making Betterment easier to use. We pour over that feedback and find the patterns. We meet with customers regularly to ensure that their voices are in the conversation. Even the smallest of changes goes through the gauntlet to ensure that it’s clear, concise, and empathetic. This new approach to Betterment’s design represents a synthesis of a large body of customer-driven insights, and as with all of our work, we hope it meets your expectations. While we try to avoid major changes to how we architect Betterment; we think this change is worth it. So, we hope you like where we ended up, and if you don’t, tell us why. We’re listening.