The original version of Huygen’s Capital site provided the user with advanced financial terms. The jargon used on the site was lost on a population that generally felt themselves to be ‘novice’’s to investing. The mismatch of the sites language and the target audience led to an overwhelmingly confusing experience for the user. The terms were too advanced to effectively communicate the high value and positive impact Huygen’s Capital and robo-advising offered investors, especially prospectively new investors.

Stat: we learned that 88.6% of our testing population was new to robo-advising.

Overall, our testing population expressed a general lack of trust in the service. On one level, there was a shared sentiment of distrust and unfamiliarity with the concept of a robo investing advisors efficacy. On a second level, the site’s unintuitive presentation and experience contributed to people questioning the credibility and trustworthiness of Huygen Capital’s service and offerings.

Users missed the human element that was excluded from the utilization of a robo-advisor. Many described the process as “impersonal” service devoid of human interaction/connection. and expressed doubt that an algorithm could better consider investors’ best interests and personal needs better than the abilities of another human. Many within the target audience of Huygen’s generally felt the need of a human element to be embedded within matters of personal finance.

Attributes such as unfamiliar financial terminology, undesired redirection to other complicated pages, overwhelming amount of information, cramped spacing, “bland” and unprofessional aesthetic culminated in a frustrating user experience. The site’s presentation was in need of a few tweaks.