Redesigning Onboarding to Reduce Drop-Off
Client
INVSTR
Category
FINTECH
My Role
SENIOR PRODUCT DESIGNER
Timeline
2 WEEKS
Invstr is a fintech app that helps people learn, practice, and invest — especially first-time investors. The original onboarding started with eligibility questions — age, location, etc. But this came before showing any value. As a result, users dropped off before understanding what the app offered. There was no clear hook, and no introduction to our strongest features. It felt like a form, not an experience.
Key Outcomes
+26%
increase in onboarding completion
65%
of surveyed new users found the journey “clear and smooth”
2x
more users reached the real banking & investing product
Leading with Value Proposition
Introduces the product's benefits before asking for user input
Showing Product Performance
Builds trust with a track record of outperforming the market
Exposing Premium Features Early
Encourages user to start with the feature that differentiates us
Key User Flow
Early Stages
Old vs. New
Eligibility based onboarding with no product context, and lack of value proposition that is hidden until too late.
Leading with value proposition up front. Beginner friendly UI with tooltips for guidance and realistic portfolio preview
