Confidential (Fintech, Series B) — 2023
Fintech Onboarding Redesign
Reducing drop-off in a high-stakes financial onboarding flow
Client
Confidential (Fintech, Series B)
Services
Product Design
UX Research
Prototyping
Year
2023
A Series B fintech startup asked me to redesign their new account onboarding experience after a 58% drop-off rate at step 3. I led discovery, redesigned the full flow, and validated with user testing — cutting drop-off by more than half within the first month of launch.
“She identified the root cause of our drop-off problem in the first week. The redesign she delivered was both beautiful and remarkably functional.”
— CEO, Fintech Startup
Challenge
Users were abandoning the flow at the identity verification step — a legally required but notoriously friction-heavy part of financial onboarding. Exit surveys pointed to confusion about document requirements, distrust in data handling, and a form structure that felt overwhelming on mobile.
Solution
I restructured the flow into smaller, purposeful steps with a clear progress indicator. I rewrote all microcopy to be plain-language and reassuring, added inline explanations for why each piece of data was needed, and redesigned the document upload experience for mobile-first use. I introduced a 'save and return' feature so users could complete verification when they had their documents ready.
Results
Onboarding completion rate increased from 42% to 79% within 30 days of launch. Mobile completion specifically jumped from 31% to 74%. Customer support tickets related to onboarding dropped by 65%, and the improved flow contributed to a 22% increase in monthly account activations.