Sanctify: Redesign the Mobile Onboarding of a Value-based Investment App
Company
IWP Capital
June 2022 - Sep 2022
Responsibilities
User Research & Flow
Hi-fi Prototype
Brand Design
Team
1 PM
2 UX Designers
2 Engineers
Overview
About Company
Sanctify is an personal investment mobile app for value-based investors, emphasizing ethical and eco-conscious choices.
Problem
High Drop-off Rate: Sanctify’s current MVP design has a 60% onboarding drop-off rate, signaling a need for new designs.
Biz Goal
New brand & mobile app design to reduce customer churn.
Key Metrics
86%
User Onboarding Success Rate
344%
User Adoption Growth
Research: Why Users Drop Out?
Through user feedback from the beta launch survey and interviews, the most frequently mentioned reasons are:
Problem 1: Lengthy & Boring Onboarding Process
The app's onboarding process involves too many mandatory steps and transitions,
Problem 2: Outdated UI Increasing Cognitive Load
User don’t know how many more onboarding steps are left to get started
Current MVP App Design
"Filling out this never-ending information is overwhelming, I can't skip any of the questions.”
— Justin, Sanctify beta user
"I would like to explore the app a little bit before entering so much information."
— Linda, Sanctify beta user
Problem 3: The App Doesn’t Feel Aligned with the Brand or Its Value
User feels the app doesn't reflect the brand, making it feel generic and disconnected
Current MVP App Design
Sanctify: Value-based
investment 🎯
Pure Deep Green? 🙁
Goal Misalignment 🙁
Competitor APP Theme Study
Robinhood: Democratize finance for all 🎯
Green 📗
People 🧑🤝🧑
Robinhood World 🗺️
Wealthfront: Automated investment services 💻
Highlighted Value 📗
Wisdom Purple 🔮
💡 Design Challenge 💡
How can we create a seamless and engaging onboarding experience that collects essential user information without causing frustration?
Ideate
Insights from competitor analysis
We found that well-known fintech onboarding processes share the following common standards.
Must
Mandatory Registration
w
i
t
Optional Non-essential Questions
w
w
Attractive and Aligned Theme
1
n
e
One Step at a Time
New User Flow
Balancing tech capabilities, business goals, and user needs, mapping out features that maximize performance
Categorize questions
3 New Finish Later Points
New Milestone Pages
Solution Highlights
Goal 1/3: User-Centered design to reduce cognitive load
New Landing Page
Design Thinking
Studying Material Design System & Apple HIG
I study the industry design standard for inputs and forms to choice the best pick for question design.
Goal 2/4: Balance Minimum Information Requirement with a Better Onboarding Experience
2. New Categorized Sections with Finish-Later Option
Design Thinking
Balancing user needs with biz requirements
We worked with the business to define the minimum required info and made post-setup questions optional, letting users skip and answer later.
Beta usability testing with 50+ users revealed that 75% prefer a finish later button to explore the app and assess fit with Sanctify.
3
Finish later points
New
Finish Screen
New
Resume Page
Goal 3/3: Ensure the App Theme Reflects Its Unique Catholic Investment Values
New Landing Page with Aligned Illustrations and Theme Colors
Design Thinking
Visuals Reflecting Catholic Investment Symbols
I closely collaborated with our graphic designer to deliver visual illustrations that match the brand, drawing from my knowledge from Catholic school.
Wireframes
Reflection
Balancing the Client and End User Needs
One of the intricate facets of product design is aligning client desires with user preferences. While clients often seek comprehensive data, users favor simplicity. Navigating this delicate balance, we were able to design an information collection process that adeptly met the needs of both constituencies.
Navigating Collaborative Dynamics
Communications with product manager and engineers help me better understand the balance between user needs and client needs, as well as balance between design and front-end implementation.
Embracing Product Values in Design
Creating Sanctify's onboarding emphasized inclusive design. Bridging finance and faith demanded insight into a community valuing human life and eco-friendliness. This project reinforced that design isn't just usability but honoring users' values.