The Challenge

Syfe saw a decrease in people completing the entire onboarding process. To address this, I’ll:

• Analyse the user experience during the Syfe Wealth’s onboarding process

• Propose solutions to increase the number of completed account creation

Research Phase

Before diving in, I wanted a deeper understanding of the issues faced by the users. To do this, I did a heuristic analysis, competitor research and several user interviews:

1. Heuristic Analysis

As we can see, a few key problems that could lead to the customer churn include:

• Overwhelming for the newer users

• Intrusive design on certain fields

• Visibility of system status not prominent enough from the current stepper

• Lack of consistency in tooltips

2. Competitor Analysis

3. User Interview

To find out how real users felt about the onboarding process, I conducted several user interviews with the following questions:

1. Have often do they use robo-advisors?

2. What was the easiest thing to do when signing up?

3. What was the hardest thing to do when signing up?

4. How did you feel as you’re signing up?

5. What are some of the things you felt could be improved?
   

After the interview, I charted out the answers into an affinity map to identify what were the key issues to address.

From this, I identified three things to help improve the onboarding process.

• Sign up forms

• “Select a portfolio” section

• Progress tracker

Design Phase

As Hick’s Law states that we should aim to make the choice easier for the users, I’ve opted to trim the onboarding so users would reach the dashboard quicker.

Removing the “Select a portfolio” phase from the “Create an account” phase, it:

• Allows us to match the onboarding system to one that users are familiar with

• Shifts the task with the highest cognitive load to the back

In order to see how the new onboarding plays out, I’ve mocked up the following screens:

• Welcome screen

• Create account

• Register account

• Activate account

• Onboarding complete

• Dashboard

• Expectation management

Designs

While creating the designs, I’ve opted to retain as much of Syfe’s corporate identity for the UI. You can view the clickable prototype here or from the gif here:

The individual screens for the new onboarding process are as follows:

Welcome screen

These screens remind users of Syfe's unique selling points and encourage users to log in or sign up.

Create account

Users would fill in a simple form to create their account.

Register account

From there, they can choose to manually fill in their details or do so via Singpass.

Activate account

Once that’s done, users will then receive an SMS OTP where they can key in here to activate their account.

Onboarding complete

This screen will let users know that they've completed the onboarding process and inform them of the next steps.

Dashboard

Upon completing their onboarding, users will arrive on the dashboard where they can explore the app and create their very first portfolio.

Expectation management

This screen’s purpose is to provide users a rough timeline to help manage their expectations as they build their portfolio.