EARNUP

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

Role

UX/UI Designer

Timeline

2 Weeks

Team

Figma, Adobe Suite

Tools

Figma & Adobe Suite

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