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NWP
Onboarding
NWP
Onboarding
Role & Responsibility
Role & Responsibility
PRODUCT DESIGN
PRODUCT DESIGN
Product direction, hands-on contribution & team management
Product direction, hands-on contribution & team management
PRODUCT RESEARCH
PRODUCT RESEARCH
E2E research ownership
E2E research ownership
PRODUCT STRATEGY
PRODUCT STRATEGY
Vision definition, strategy roadmap & stakeholder alignment
Vision definition, strategy roadmap & stakeholder alignment
Collaborators
Collaborators
Product Design (1 lead, 2 designers) · Engineering · CEO · Customer Relations
Product Design (1 lead, 2 designers) · Engineering · CEO · Customer Relations
Project duration
Project duration
4 months
4 months
As Lead Designer, I rebuilt an onboarding flow that was losing 87% of users before they ever reached the product. After the redesign, onboarding completion rate and in-app session time increased sharply.
As Lead Designer, I rebuilt an onboarding flow that was losing 87% of users before they ever reached the product. After the redesign, onboarding completion rate and in-app session time increased sharply.
Outcome
Outcome
57%
57%
Increase in
onboarding completion
Increase in onboarding completion
38%
38%
Increase in
in-app session time
Increase in in-app session time
1,300+
1,300+
User signup for premium
budget service early access
User signup for premium budget service early access
The situation
The situation
Enzo was a B2C fintech startup building a one-stop financial platform for high-income young professionals, pairing everyday financial tools with lifestyle perks like cashback on rent, food delivery, and subscriptions through its debit card. I joined as Lead Designer as the company was preparing to launch an investment product and expand its ecosystem.
One of my first projects was the 0 to 1 design of a Net Worth Projection (NWP) tool, which helps users understand their current financial position and future trajectory, connects them to Enzo services including the new investment product, benchmarks their spending against similar users, and lets them model how major life decisions affect long-term outcomes.
Enzo was a B2C fintech startup building a one-stop financial platform for high-income young professionals, pairing everyday financial tools with lifestyle perks like cashback on rent, food delivery, and subscriptions through its debit card. I joined as Lead Designer as the company was preparing to launch an investment product and expand its ecosystem.
One of my first projects was the 0 to 1 design of a Net Worth Projection (NWP) tool, which helps users understand their current financial position and future trajectory, connects them to Enzo services including the new investment product, benchmarks their spending against similar users, and lets them model how major life decisions affect long-term outcomes.
Net Worth Projection prototype.
Net Worth Projection prototype.
The launch met initial expectations, but post-release data told a different story: 87% of users dropped off during onboarding and never reached the core experience. Onboarding had been a secondary priority under an aggressive timeline, built for data collection and essentially repurposed from Enzo's account creation flow. It was the clearest breakdown in the journey, and it was mine to fix..
The launch met initial expectations, but post-release data told a different story: 87% of users dropped off during onboarding and never reached the core experience. Onboarding had been a secondary priority under an aggressive timeline, built for data collection and essentially repurposed from Enzo's account creation flow. It was the clearest breakdown in the journey, and it was mine to fix..
Onboarding flow when NWP's MVP launched.
Onboarding flow when NWP's MVP launched.
Bringing research into the process
Bringing research into the process
Enzo was a B2C fintech startup building a one-stop financial platform for high-income young professionals, pairing everyday financial tools with lifestyle perks like cashback on rent, food delivery, and subscriptions through its debit card. I joined as Lead Designer as the company was preparing to launch an investment product and expand its ecosystem.
The research (53 survey responses from account holders, plus 12 interviews with 21 to 35 year olds earning above $100k, half members and half non-members) confirmed a clear picture. Users found onboarding repetitive, visually flat, and unsupportive when they hit friction. Together those made the flow high-effort enough to discourage completion.
Enzo was a B2C fintech startup building a one-stop financial platform for high-income young professionals, pairing everyday financial tools with lifestyle perks like cashback on rent, food delivery, and subscriptions through its debit card. I joined as Lead Designer as the company was preparing to launch an investment product and expand its ecosystem.
The research (53 survey responses from account holders, plus 12 interviews with 21 to 35 year olds earning above $100k, half members and half non-members) confirmed a clear picture. Users found onboarding repetitive, visually flat, and unsupportive when they hit friction. Together those made the flow high-effort enough to discourage completion.
The solution direction
The solution direction
I targeted the three root problems directly:
1. Reduce monotony with stronger visual storytelling and a clearer narrative structure
2. Reduce the sense of repetition with varied layouts and interaction patterns that created a feeling of progress
3. Support people when they got stuck by identifying friction points and adding contextual guidance.
I targeted the three root problems directly:
1. Reduce monotony with stronger visual storytelling and a clearer narrative structure
2. Reduce the sense of repetition with varied layouts and interaction patterns that created a feeling of progress
3. Support people when they got stuck by identifying friction points and adding contextual guidance.
Exploration
Exploration
Enzo's visual language was highly minimal, mostly black and white with few graphics. It was clean but cold, so I treated the redesign as a chance to evolve the visual system. I directed the team to explore new approaches to illustration and visual storytelling, and experimented with tone and messaging to give the product a more distinct voice.
Enzo's visual language was highly minimal, mostly black and white with few graphics. It was clean but cold, so I treated the redesign as a chance to evolve the visual system. I directed the team to explore new approaches to illustration and visual storytelling, and experimented with tone and messaging to give the product a more distinct voice.
Visual and narrative explorations.
Visual and narrative explorations.
I landed on a puzzle-piece metaphor, where each onboarding step completes a piece of the user's holistic financial picture, and sketched out how the financial components could be represented. I facilitated brainstorming on layouts and input methods to cut visual and interaction fatigue, and I led the discussion on how much information to collect. More data meant more accuracy but also more friction, so after aligning with stakeholders we prioritized fast access to the core experience and streamlined the flow. To find the exact drop-off moments, I ran a study asking participants to mark where they felt stuck and why, then turned those findings into design solutions with the team.
I landed on a puzzle-piece metaphor, where each onboarding step completes a piece of the user's holistic financial picture, and sketched out how the financial components could be represented. I facilitated brainstorming on layouts and input methods to cut visual and interaction fatigue, and I led the discussion on how much information to collect. More data meant more accuracy but also more friction, so after aligning with stakeholders we prioritized fast access to the core experience and streamlined the flow. To find the exact drop-off moments, I ran a study asking participants to mark where they felt stuck and why, then turned those findings into design solutions with the team.
"Puzzle pieces" sketches.
"Puzzle pieces" sketches.
Input wireframe explorations.
Input wireframe explorations.
User responses to "At what point do you feel most stuck, and why?"
User responses to "At what point do you feel most stuck, and why?"
Final Design
Final Design
NWP Onboarding key screens.
NWP Onboarding key screens.
Users now start with a short narrative introduction that sets context, then move through a flow guided by the puzzle-piece visuals that show progress and give a sense of accomplishment at each step.
Users now start with a short narrative introduction that sets context, then move through a flow guided by the puzzle-piece visuals that show progress and give a sense of accomplishment at each step.
Onboarding landing and add assets.
Onboarding landing and add assets.
The redesign minimized the repetitive text entry that had been a major source of friction. Instead of exact figures, users give rough estimates for assets, debts, and income with sliders, and can refine the details later inside the product. Testing confirmed this reduced effort, improved flow, and lifted completion.
The redesign minimized the repetitive text entry that had been a major source of friction. Instead of exact figures, users give rough estimates for assets, debts, and income with sliders, and can refine the details later inside the product. Testing confirmed this reduced effort, improved flow, and lifted completion.
Add debt and add income.
Add debt and add income.
For expenses, users on the Enzo debit card had their data auto-populated. To handle the natural variability in grocery and dining spend, I added a feature that suggests estimated ranges based on similar user profiles. Subscription capture was a stakeholder ask tied to a planned subscription-perks launch on the card, and while it added length, I limited the friction by auto-filling subscriptions already linked to the card and preloading popular service pricing. The flow ends on a reward screen where the puzzle pieces come together before the user enters the core product.
For expenses, users on the Enzo debit card had their data auto-populated. To handle the natural variability in grocery and dining spend, I added a feature that suggests estimated ranges based on similar user profiles. Subscription capture was a stakeholder ask tied to a planned subscription-perks launch on the card, and while it added length, I limited the friction by auto-filling subscriptions already linked to the card and preloading popular service pricing. The flow ends on a reward screen where the puzzle pieces come together before the user enters the core product.
Add expenses and onboarding complete.
Add expenses and onboarding complete.
What's next
What's next