EARNUP

My experience redesigning the enrollment flow for a fintech startup helping users manage and pay off debt.

Role

UX Design Intern

Timeline

June 2023 - August 2023

Team

Emily Wasserman (Product Manager) & Isabela Chinellato

Tools

Figma & Miro

OVERVIEW

Challenge

While users were motivated enough to visit the signup page, 75% were abandoning the process immediately. This represented a significant loss in potential customers and revenue.

Goal

Revamp the enrollment flow experience to improve conversion and tailor the app journey to the diverse needs of its users.

Solution

Implemented a modern, responsive enrollment design to reinforce EarnUp’s value proposition, defer non-critical data entry (like bank info) to post-signup, and introduce personalized onboarding.

Research Insights

From 5 interviews over Google Meet:

Users felt intimidated by the amount of personal and financial data required upfront

There was a lack of clear value proposition reinforcement during signup

From 15 user surveys:

Users hesitated to provide sensitive financial information without understanding the full benefit

There was no clear security messaging or credentials displayed

From usability tests on the existing website:

There were too many form fields, which created decision paralysis

Users couldn't see progress or end goal

User Personas

I summarized the motivations and frustrations into personas to represent the users.

Competitive Research

Journey Mapping

Solutions

Progressive Information Collection

Before: Required name, email, password, bank details, income, and debt information upfront

After: Simplified sign-up through Google, Apple, or email with financial details collected post-account creation

Enhanced Value Proposition Reinforcement

Included success stories and testimonials

Clear progress indicators when adding loan information

Personalized Onboarding Experience

Post-enrollment survey to understand user goals

Customized dashboard based on user needs

Impact

Decreased drop-off rate by

-20%

Comparing June and August 2023

Decreased drop-off rate by

-20%

Comparing June and August 2023

Increased satisfaction scores by

+15%

Comparing June and August 2023

Increased completion time by

+35%

Comparing June and August 2023

What I Learned

This project taught me the importance of balancing business needs with user experience. While EarnUp needed comprehensive user information, the key was finding the right moment to ask for it. By focusing on building trust first and collecting information progressively, we created a more human-centered experience that ultimately served both users and business goals.

Key Takeaway: Sometimes the most impactful design changes aren't about adding features, they're about removing friction and building trust at the right moments.

Luxe Beauty, a luxury cosmetics brand, aimed to enhance its digital footprint to better reflect its premium products and sophisticated brand identity. The goal was to create a visually stunning, user-friendly website that would attract high-end customers and provide a seamless shopping experience.

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Let’s create your new brand

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Let’s create your new brand

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