| **CJM Dimension** | **Phase 1: Awareness & App Discovery** | **Phase 2: App Store & Trust Evaluation** | **Phase 3: KYC Registration & Bank Linking** | **Phase 4: First Automated Investment & Portfolio Tracking** | **Phase 5: Referral & Social Sharing** | | ------------------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | **User Goals** | Discover a beginner-friendly way to start investing without needing financial expertise or large amounts of money. Understand whether investing is accessible with a limited student budget. | Determine if the app is legitimate, secure, easy to use, and worth trusting with personal financial information. Validate social proof before downloading. | Create an account quickly, verify identity, and securely connect a bank account without confusion or fear of making mistakes. | Successfully complete the first automated investment, understand where money is going, and monitor progress without feeling anxious about market fluctuations. | Share positive experiences with friends, earn referral rewards, and gain social validation while helping peers start investing. | | **Process / Steps** | • Sees TikTok, Instagram Reels, YouTube Shorts, or influencer content about investing spare change.<br>• Searches "best investing app for beginners".<br>• Reads blogs, Reddit discussions, and reviews.<br>• Clicks paid or organic acquisition links. | • Visits App Store/Google Play listing.<br>• Reviews screenshots and product messaging.<br>• Reads ratings and user reviews.<br>• Checks security claims and company credibility.<br>• Compares against alternatives. | • Downloads app.<br>• Creates account with email, Google, or Apple login.<br>• Completes KYC verification.<br>• Uploads identity information.<br>• Connects bank account via Plaid-like flow.<br>• Confirms permissions. | • Sets recurring investment amount ($10–50/month).<br>• Enables round-up investments.<br>• Completes first investment.<br>• Views portfolio dashboard.<br>• Checks educational content.<br>• Returns periodically to monitor progress. | • Receives referral invitation prompt.<br>• Reviews reward offer.<br>• Shares referral link via social apps or messaging.<br>• Tracks referral status.<br>• Encourages friends to sign up. | | **Touchpoints** | • TikTok ads<br>• Instagram Reels<br>• YouTube Shorts<br>• Influencer sponsorships<br>• SEO landing pages<br>• Blog articles<br>• Reddit communities<br>• Word-of-mouth recommendations | • App Store listing<br>• Product screenshots<br>• Ratings & reviews<br>• FAQ pages<br>• Website trust badges<br>• Privacy & security pages<br>• Review sites | • Onboarding screens<br>• Registration forms<br>• KYC workflow<br>• Identity verification screens<br>• Bank-linking modal<br>• Error messages<br>• Customer support chat | • Portfolio dashboard<br>• Investment confirmation screens<br>• Push notifications<br>• Educational onboarding tips<br>• Monthly performance summaries<br>• Goal tracking widgets | • Referral center<br>• In-app rewards dashboard<br>• SMS sharing<br>• WhatsApp sharing<br>• Social media share sheets<br>• Referral progress tracker | | **Customer Thoughts & Quotes** | "Investing sounds important, but I don't have much money."<br><br>"Can I really start with just a few dollars?"<br><br>"I don't want to lose everything." | "How do I know this app isn't a scam?"<br><br>"Why does it have only 4 stars?"<br><br>"Will my bank information be safe?" | "Why do they need my ID?"<br><br>"This is taking longer than I expected."<br><br>"Did I connect my bank correctly?" | "My first investment is live. What happens now?"<br><br>"Why is my portfolio down today?"<br><br>"Am I doing this right?" | "My friends would probably use this if it's easy."<br><br>"How much do I get for inviting someone?"<br><br>"Can I track whether they signed up?" | | **Pain Points & Friction** | • Investing perceived as complex.<br>• Fear of losing money.<br>• Financial jargon overload.<br>• Distrust of financial apps.<br>• Limited student income creates hesitation. | • Low trust in unfamiliar fintech brands.<br>• Negative reviews create uncertainty.<br>• Screenshots fail to communicate simplicity.<br>• Lack of transparent security messaging.<br>• Difficulty differentiating from competitors. | • KYC abandonment due to lengthy forms.<br>• ID verification failures.<br>• Confusing compliance requirements.<br>• Bank-linking errors.<br>• Anxiety around granting financial access.<br>• Session drop-offs. | • Fear during market volatility.<br>• Lack of understanding of investment performance.<br>• Information overload on portfolio screens.<br>• No clear indication of progress toward goals.<br>• Users forget to return. | • Referral rewards unclear.<br>• Sharing feels awkward or spammy.<br>• Friends distrust financial products.<br>• Referral status lacks transparency.<br>• Reward delays reduce motivation. | | **Emotional State** | **Neutral → Slightly Negative**<br>Curiosity exists, but fear and uncertainty dominate early consideration. | **Negative → Cautiously Positive**<br>Trust evaluation creates skepticism; reassurance is required before installation. | **Most Negative Point**<br>High cognitive load, security concerns, and onboarding friction create abandonment risk. | **Positive Recovery Phase**<br>Confidence grows after successful investment, but market fluctuations can quickly trigger anxiety. | **Positive**<br>Users experience achievement, social proof, and reward-driven motivation if the referral experience is seamless. | | **Design Opportunities** | • "Invest with spare change" value proposition above the fold.<br>• Beginner-focused educational content.<br>• Social-proof-driven campaigns.<br>• Interactive investment calculators.<br>• Transparent risk education.<br>• Student-focused messaging. | • Security-first screenshots.<br>• Trust indicators throughout store assets.<br>• User success stories.<br>• Clear "Start with $10" messaging.<br>• App Store video demo.<br>• Comparison charts vs. traditional investing. | • Progressive disclosure for KYC.<br>• Completion progress indicator.<br>• Real-time verification feedback.<br>• Inline error prevention.<br>• Educational explanations for compliance steps.<br>• One-tap bank linking.<br>• Save-and-resume onboarding. | • Celebrate first investment milestone.<br>• Portfolio explanations in plain language.<br>• Goal-based visualizations instead of raw market data.<br>• Personalized nudges.<br>• Beginner learning paths.<br>• "What changed today?" insights.<br>• Habit-building streak mechanics. | • Double-sided referral rewards.<br>• Gamified referral milestones.<br>• Shareable investment achievements.<br>• Referral leaderboard among friends.<br>• Personalized invite messages.<br>• Real-time referral tracking.<br>• Viral growth loops integrated into milestone moments. | | **Business Metrics & KPIs** | • Cost per install (CPI)<br>• Landing page conversion rate<br>• Ad CTR<br>• App Store visit rate<br>• Brand awareness lift | **Primary KPI:** Sign-up Conversion Rate<br><br>Additional Metrics:<br>• Install-to-signup rate<br>• App Store conversion rate<br>• Review sentiment score<br>• Trust page engagement | **Primary KPI:** Bank Account Link Success<br><br>Additional Metrics:<br>• KYC completion rate<br>• Registration completion rate<br>• Verification failure rate<br>• Onboarding abandonment rate<br>• Time-to-complete onboarding | **Primary KPI:** Month-1 Retention<br><br>Additional Metrics:<br>• First investment completion rate<br>• Round-up activation rate<br>• D7 retention<br>• D30 retention<br>• Average monthly contribution<br>• Push notification engagement | **Primary KPI:** Referral Code Activation<br><br>Additional Metrics:<br>• Referral share rate<br>• Invite-to-signup conversion<br>• Viral coefficient<br>• Reward redemption rate<br>• Referred-user retention | | **Ownership** | Growth Marketing, Brand Marketing, Content Strategy, Product Marketing | Product Marketing, Brand, Design, Growth, Data Analytics | Product, UX Design, Engineering, Compliance, Risk, Customer Support | Product Management, UX Design, Engineering, Data Science, Lifecycle Marketing | Growth, Product, CRM/Lifecycle Marketing, Engineering, Analytics, Customer Support |