Investment onboarding

How might we empower clients to invest by simplifying the onboarding journey so that they can start investing today.

Role
Lead Designer

Collaborators
Investments & Legal

Outcome
67% increase in conversion YoY

Timeline
8 weeks

The Problem

  • Clients were dropping significantly at the intro UI ( 13% ).

  • Clients were dropping off at the recommendation UI ( 23 % ) and also spending the most time there ( 51 sec ).

  • No client feedback.

  • Lengthy questions: https://mfda.ca/ipq/

The solution

I designed the experience to feel like a face-to-face chat with an advisor, using clear, conversational questions and simplified visuals. Tooltips helped answer common questions, while clients have the flexibility to choose the portfolio that suits them best.

The Process

Discovery

After the initial planning and strategy of the product roadmap, I was able to start uncovering how to create the solution. Discovery work consisted of competitive analysis, discovering internal processes, and user interviews to see how we could create best-in-class experiences.

COMPETITVE ANALYSIS

Looking at the investment market, I noticed that other companies had tons of visuals, super-simplified content, and a conversational tone.