Investment App Onboarding
The purpose of onboarding is to provide a fast and easy way online to sign up and track the progress of the account opening and account transfer process of investors.
From the initial idea to the final execution, I was part of the design process. This involved conducting research, creating user personas and mapping out their journeys, developing wireframes, building prototypes, and crafting the visual design. Additionally, I was responsible for proposing and showcasing our design solutions to both stakeholders and clients.
My Role
UX/UI Designer
Team
2 UX/UI Designers & 1 CX designer
Client
Wealth management company
Background
Before our involvement, our Toronto-based wealth management client had no online system for opening investment accounts or onboarding, relying solely on in-person processes.
Goals
• Provide a fast and easy way online to sign up and track the progress of the account opening
• Reduce the manual administration as much as possible
Insights from User Interviews
• Identified inefficiency in investors needing to repeatedly provide the same information for multiple accounts, highlighting an opportunity for a streamlined digital solution.
• Noted novice investors' confusion with legal questions during account setup, emphasizing the need for clearer digital guidance, contrasting with the direct clarification possible in-person.
Challenge #1: Enhancing User Engagement
Challenge
Investors faced a lengthy and complex application process, filled with numerous questions. Maintaining user engagement throughout this process emerged as a significant challenge.
Solution
Card Design & Progressive Disclosure
Implemented to present information in manageable chunks, keeping users focused and reducing overwhelm.
Question Hierarchy
Organized questions from simplest to most complex, aiding novice users in gradually learning the app while fostering engagement.
Progress Tracker
Introduced to offer users a clear visual indication of their progress, motivating them towards completion.
Design Challenge #2: Accommodating Diverse User Expertise
Challenge
The system needed to cater to users across the investment knowledge spectrum—from novices to experts—without oversimplifying for the savvy majority.
Solution
Adaptive Tooltips
Implemented dynamic tooltips that offer clarifications and deeper insights based on the user's demonstrated level of expertise. This approach ensures that information is accessible to beginners without detracting from the experience of more knowledgeable users.
Result
The feedback received from clients post-implementation has been overwhelmingly positive, highlighting the success of our design efforts. Although we didn't measure the outcome through quantitative metrics, the qualitative insights provided by clients have been invaluable. They specifically praised the design for its cleanliness, neatness, and ease of use. This feedback serves as a testament to our meticulous attention to detail and our commitment to creating user-friendly interfaces. It's clear that our design not only met but exceeded client expectations, setting a new standard for excellence in our projects.