NerdWallet Member Area - Growth Design
Data-driven design decisions that increased onboarding retention
UX/UI Design
Overview
For both mobile and web member experiences, we increased NerdWallet's onboarding completion rate by approximately 14%. This was achieved by targeting key screens in the onboarding flow to provide more clarity, tell a compelling story, and demonstrate value to skeptical customers. We used unmoderated A/B testing of designs to validate and optimize these changes.
Problem:
Increase end-to-end onboarding completion for mobile and logged-in web users, while also driving activation of key features (such as connecting Plaid and Credit Score) with minimal engineering resources.
Role: Product Designer
Team: Native app pod
Duration: 3 months
UI improvements
While exploring lightweight improvements to the extensive onboarding experience, I identified and tested several hypotheses based on user drop-off rates. We considered options such as making certain steps skippable (though this conflicted with business goals), reordering steps, and delaying some flows until after account creation. However, I focused on enhancing storytelling, setting expectations, and maximizing value for pre-account users.
The key screens below showcase the individual steps I redesigned with an emphasis on transparency. These designs were A/B tested with potential users, yielding positive results and leading to their swift implementation.
FEATURE CARD REDESIGN
I redesigned the CTA feature cards (for connecting Plaid and Credit Score) to better communicate the tools and value associated with completing these flows, aiming to increase click-through rates on these CTAs.
Current Design
New Design
MOBILE ONBOARDING KEYS SCREEN REDESIGN
Current Screen
New Design
Current Screen
New Design
FINANCIAL HEALTH SCORE FEATURE CARD -REDESIGN (WEB)
Current Screen
New Design
ACCOMPLIMENTS 🎉
Increased end-to-end onboarding completion for the native app by approximately 14%.
A/B testing of new designs yielded an average score of ~4.5/5, compared to the current designs' average of 3/5, based on qualitative unmoderated user research.
Successfully convinced product leadership to delay user requests for personal information until after onboarding, leading to the acceptance of tests with skippable stages.