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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
Enzo was an ambitious B2C fintech startup positioning itself as a one-stop financial platform for high-income young professionals. Its offering combined everyday financial tools with lifestyle-oriented incentives, including cashback on rent, food delivery, and subscriptions through its debit card.
I joined Enzo as a Lead Designer at a pivotal moment, as the company prepared to launch an investment product and expand its service ecosystem.
Enzo was an ambitious B2C fintech startup positioning itself as a one-stop financial platform for high-income young professionals. Its offering combined everyday financial tools with lifestyle-oriented incentives, including cashback on rent, food delivery, and subscriptions through its debit card.
I joined Enzo as a Lead Designer at a pivotal moment, as the company prepared to launch an investment product and expand its service ecosystem.
Context & Problem
Context & Problem
One of my first projects was leading the 0 to 1 design of a Net Worth Projection tool. While the launch met initial expectations, post-release data showed that 87% of users dropped off during onboarding and never reached the core experience.
This signaled a critical breakdown in the user journey.
One of my first projects was leading the 0 to 1 design of a Net Worth Projection tool. While the launch met initial expectations, post-release data showed that 87% of users dropped off during onboarding and never reached the core experience.
This signaled a critical breakdown in the user journey.
What is Net Worth Projection?
What is Net Worth Projection?
The Net Worth Projection (NWP) tool was designed to help users understand both their current financial position and future trajectory.
It connected users to relevant Enzo services, including the new investment product, and provided contextual benchmarks by comparing spending patterns against similar users. It also included scenario planning to show how major life decisions could impact long-term financial outcomes.
The Net Worth Projection (NWP) tool was designed to help users understand both their current financial position and future trajectory.
It connected users to relevant Enzo services, including the new investment product, and provided contextual benchmarks by comparing spending patterns against similar users. It also included scenario planning to show how major life decisions could impact long-term financial outcomes.
Net Worth Projection prototype.
Net Worth Projection prototype.
Initial Onboarding
Initial Onboarding
Due to limited resources and an aggressive timeline, onboarding was treated as a secondary priority and optimized primarily for data collection rather than user experience.
As a result, the initial onboarding experience has been repurposed from Enzo’s account creation flow, almost as an afterthought.
Due to limited resources and an aggressive timeline, onboarding was treated as a secondary priority and optimized primarily for data collection rather than user experience.
As a result, the initial onboarding experience has been repurposed from Enzo’s account creation flow, almost as an afterthought.
Onboarding flow when NWP's MVP launched.
Onboarding flow when NWP's MVP launched.
Research
Research
To address the issue, I advocated for introducing user research, which had not previously been part of Enzo’s product development process.
Given resource constraints, I took a pragmatic approach. I partnered with customer relations to recruit users through Enzo’s Discord community and ran a survey to identify key pain points. I also created a lightweight interview framework and guided designers in recruiting and conducting sessions with target users.
To address the issue, I advocated for introducing user research, which had not previously been part of Enzo’s product development process.
Given resource constraints, I took a pragmatic approach. I partnered with customer relations to recruit users through Enzo’s Discord community and ran a survey to identify key pain points. I also created a lightweight interview framework and guided designers in recruiting and conducting sessions with target users.
53 user survey responses
53 user survey responses
Enzo account holders
Enzo account holders
12 interviews
12 interviews
age 21-35, income above $100k, 6 enzo members and 6 non-members
age 21-35, income above $100k, 6 enzo members and 6 non-members
The research confirmed clear patterns; users described the onboarding as repetitive, visually flat, and lacking guidance when they encountered friction.
These issues compounded to create a high-friction experience that discouraged completion.
The research confirmed clear patterns; users described the onboarding as repetitive, visually flat, and lacking guidance when they encountered friction.
These issues compounded to create a high-friction experience that discouraged completion.
Solution
Solution
I focused the solution on directly addressing these core problems.
To reduce the sense of monotony, I introduced stronger visual storytelling and a more engaging narrative structure. To address repetition, I explored varied layouts and interaction patterns to create a better sense of progression. To support users when they got stuck, I identified key friction points and introduced contextual guidance.
I focused the solution on directly addressing these core problems.
To reduce the sense of monotony, I introduced stronger visual storytelling and a more engaging narrative structure. To address repetition, I explored varied layouts and interaction patterns to create a better sense of progression. To support users when they got stuck, I identified key friction points and introduced contextual guidance.
Exploration
Exploration
At the time, Enzo’s visual language was highly minimal, relying heavily on black and white with limited use of graphics.
While this created a clean aesthetic, it lacked warmth and expressiveness. I saw the onboarding redesign as an opportunity to evolve the visual system.
I directed the team to explore new approaches to illustration and visual storytelling that could add personality without compromising clarity. In parallel, I experimented with tone and messaging to establish a more distinct and engaging voice for the product.
At the time, Enzo’s visual language was highly minimal, relying heavily on black and white with limited use of graphics.
While this created a clean aesthetic, it lacked warmth and expressiveness. I saw the onboarding redesign as an opportunity to evolve the visual system.
I directed the team to explore new approaches to illustration and visual storytelling that could add personality without compromising clarity. In parallel, I experimented with tone and messaging to establish a more distinct and engaging voice for the product.
Visual and narrative explorations.
Visual and narrative explorations.
I conceptualized the idea of assembling puzzle pieces as a metaphor for users completing each step of onboarding. To bring this to life, I created sketches exploring various visual representations of financial components that together form a user’s holistic financial picture.
I conceptualized the idea of assembling puzzle pieces as a metaphor for users completing each step of onboarding. To bring this to life, I created sketches exploring various visual representations of financial components that together form a user’s holistic financial picture.
"Puzzle pieces" sketches.
"Puzzle pieces" sketches.
Collaborating with my design team, I facilitated brainstorming sessions to explore diverse layouts and input methods that could reduce visual and interaction fatigue. The resulting compositions showcased how subtle variations in form and interaction could maintain engagement across different onboarding sections.
Collaborating with my design team, I facilitated brainstorming sessions to explore diverse layouts and input methods that could reduce visual and interaction fatigue. The resulting compositions showcased how subtle variations in form and interaction could maintain engagement across different onboarding sections.
Input layout exploration examples.
Input layout exploration examples.
I led discussions on determining the appropriate amount of information to collect during onboarding. While gathering detailed financial data would improve accuracy, it risked adding friction and cognitive load. After aligning with stakeholders, we prioritized accessibility to the core experience and opted for a streamlined onboarding flow.
I led discussions on determining the appropriate amount of information to collect during onboarding. While gathering detailed financial data would improve accuracy, it risked adding friction and cognitive load. After aligning with stakeholders, we prioritized accessibility to the core experience and opted for a streamlined onboarding flow.
Input wireframe explorations.
Input wireframe explorations.
To better understand where users might feel stuck, I conducted a study asking participants to identify moments in the flow where they felt uncertain or unprepared to respond, along with the reasons behind those challenges.
To better understand where users might feel stuck, I conducted a study asking participants to identify moments in the flow where they felt uncertain or unprepared to respond, along with the reasons behind those challenges.
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?"
Using findings from user interviews, I pinpointed actionable opportunities for improvement and collaborated with the design team to translate these insights into tangible design solutions that enhanced guidance and reduced cognitive barriers.
Using findings from user interviews, I pinpointed actionable opportunities for improvement and collaborated with the design team to translate these insights into tangible design solutions that enhanced guidance and reduced cognitive barriers.
Final Design
Final Design
NWP Onboarding key screens.
NWP Onboarding key screens.
In the new onboarding, users are greeted with a short narrative introduction to set context. Throughout the journey, they’re guided by the puzzle-piece visuals that communicate progress and reinforce a sense of accomplishment at each step.
In the new onboarding, users are greeted with a short narrative introduction to set context. Throughout the journey, they’re guided by the puzzle-piece visuals that communicate progress and reinforce a sense of accomplishment at each step.
Onboarding landing and add assets.
Onboarding landing and add assets.
The redesigned onboarding minimized repetitive text inputs—previously a major source of friction—by introducing more fluid interaction patterns.
Instead of requiring exact figures, users are aked to provide rough estimates for assets, debts, and income via sliders, with the option to refine details later in the main experience.
Testing confirmed that this approach reduced effort, improved flow, and increased completion rates.
The redesigned onboarding minimized repetitive text inputs—previously a major source of friction—by introducing more fluid interaction patterns.
Instead of requiring exact figures, users are aked to provide rough estimates for assets, debts, and income via sliders, with the option to refine details later in the main experience.
Testing confirmed that this approach reduced effort, improved flow, and increased completion rates.
Add debt and add income.
Add debt and add income.
After entering income details, users were prompted to provide expense information. For those already using Enzo’s debit card, data was automatically populated to reduce effort.
To address variability in grocery and dining spending, I introduced a feature that suggested estimated ranges based on similar user profiles.
The subscription information was a product ask from the stakeholder, as we were planning on launching a subscription-related perks to our debit card. While it added length to onboarding, I minimized added friction by auto-filling subscriptions already linked to the Enzo card and preloading popular service pricing.
Finally, after optionally entering any remaining expenses, users reached a reward screen where the puzzle pieces came together—symbolizing completion of their onboarding journey before entering the core experience.
After entering income details, users were prompted to provide expense information. For those already using Enzo’s debit card, data was automatically populated to reduce effort.
To address variability in grocery and dining spending, I introduced a feature that suggested estimated ranges based on similar user profiles.
The subscription information was a product ask from the stakeholder, as we were planning on launching a subscription-related perks to our debit card. While it added length to onboarding, I minimized added friction by auto-filling subscriptions already linked to the Enzo card and preloading popular service pricing.
Finally, after optionally entering any remaining expenses, users reached a reward screen where the puzzle pieces came together—symbolizing completion of their onboarding journey before entering the core experience.
Add expenses and onboarding complete.
Add expenses and onboarding complete.
Outcome
Outcome
24%
24%
Of users completed
onboarding
Of users completed onboarding
3.8x
3.8x
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
Next Steps
Next Steps