Fintech Redesign
NovaBank is a digital-first banking platform serving over 2 million users. Their onboarding flow was suffering from a 65% drop-off rate, and the dashboard was cluttered with features users rarely accessed.
Client
NovaBank
Year
2024
Role
Lead Product Designer
Duration
6 months
The Problem
New users found the onboarding process overwhelming, with too many steps and confusing terminology. The existing dashboard presented all features equally, making it hard for users to find what they needed.
The Solution
I led a comprehensive redesign focusing on progressive disclosure in onboarding — breaking a 12-step process into 4 contextual micro-flows. For the dashboard, I implemented a personalized home screen that surfaces relevant actions based on user behavior patterns.
The Outcome
Drop-off reduced by 40%, activation rates increased 28%, and customer support tickets related to onboarding fell by 55%. The design system I created is now used across all NovaBank products.
40%
Drop-off reduction