Supercharge credit score with the StellarFi app
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COMPANY
StellarFi
ROLE
Senior Product Designer
EXPERTISE
Umnboarding Funnel & Product Design
YEAR
2023
Project description
As the lead designer on StellarFi's product overhaul, I spearheaded a comprehensive redesign that harmonized user-centric principles with our business objectives. By optimizing the onboarding process, enhancing payment flexibility, and refreshing our website's visual identity, we achieved a significant increase in user engagement and activation rates. This project underscores my commitment to creating intuitive, impactful designs that drive both user satisfaction and business growth.
Challenge
As a Senior Product Designer at StellarFi, I faced the challenge of enhancing user engagement and conversion rates. The existing onboarding process had a low conversion rate on the 'Link Your First Bill' page, indicating a need for a more intuitive and informative user journey. Additionally, the lack of initial user education about StellarFi's services and benefits hindered users from fully understanding the value proposition. These challenges required a strategic redesign to align user experience with business objectives.
Ways of working
I utilized an iterative design process, incorporating rapid prototyping and continuous user feedback. This approach ensured our solutions were both innovative and aligned with business objectives.
Process
The onboarding funnel redesign followed a structured process of research, planning, design, development, testing, and optimization. User testing and Google Analytics insights identified key drop-off points, guiding decisions on which areas to refine or remove. New features were assessed for their impact on the user journey, ensuring alignment with business goals. Enhancements in payment flexibility and visualization further streamlined the experience, improving user engagement and conversion.
Research & Planning
Conducted user testing and analyzed Google Analytics data to identify drop-off points. Assessed pain points and opportunities, defining key improvements to streamline the onboarding funnel.
Design & Collaboration
Partnered with cross-functional teams to ensure a cohesive user experience across the onboarding funnel and dashboard. Worked closely with stakeholders to align design updates with business goals, streamlining the experience and maintaining an end-to-end user-focused approach.
Development & Implementation
Worked closely with engineers to ensure seamless integration of design updates. Conducted usability testing post-launch, refining based on real user interactions to optimize performance.
Solution
The improved onboarding experience streamlined user education, guiding them through each step with clear explanations and benefits. A redesigned progress bar enhanced navigation, while a financial goals questionnaire personalized the journey. These refinements resulted in higher engagement and increased user activation rates.
Pay Now, Pay Later integration
“Pay Now, Pay Later” feature was designed to give users greater control over their payments while ensuring compliance with major credit bureaus. To reinforce its importance, I introduced a secured digital card, integrating it seamlessly into the product interface. This enhancement improved visibility and usability, making payment management more intuitive.
Enhanced payment flexibility
By expanding payment options, we empowered users to schedule and manage payments at their convenience. These updates streamlined the billing experience, reducing friction and improving overall engagement.
Personalized user experience
A financial goals questionnaire was added to tailor the onboarding experience, helping users align their credit-building journey with their specific needs. This customization improved user trust and activation rates.
Results
To improve user activation, I introduced an educational step early in the onboarding process, clearly explaining each action, its requirements, and benefits—especially the credit impact of linking multiple bills. Collaborating with a copywriter, I refined messaging for clarity and guidance. A redesigned progress bar enhanced user navigation, increasing activations by 18%, while a financial goals questionnaire at the start of the funnel drove an additional 15.2% boost in engagement.
Boosted user interaction
The improved onboarding flow and Pay Now, Pay Later feature increased user interaction, making payment management more intuitive and accessible.
Higher conversion rates
Clearer onboarding steps, a redesigned progress bar, and personalized financial goals boosted user activations and reduced drop-offs.
Expanding user growth
Enhanced payment flexibility and a seamless user experience attracted more users, driving consistent growth and retention.