Rebuilding trust in a financial advisor journey FinanceHQ matches people with pre-screened financial advisors. On paper, the product was competitive, but users were leaving at every step of a long lead flow, with drop-off hitting 70% at the moment they were asked for financial details. I joined mid-project, inherited the flow and visual direction, and led the research and redesign that followed. As a product designer, I worked under a design lead who reviewed direction and owned the client relationship. I inherited the visual language and lead flow, then led the research and redesign that improved conversion after launch. Outcome Measured from the client's production analytics after launch, validated with moderated call-throughs during design and A/B tests in production: +60% conversions The final step reassured users about data security, and the client's post-launch analytics showed it in conversion. −4 min time to complete Range toggles across five stages saved users 4–5 minutes by eliminating exact input and reducing cognitive load. 8-step flow The flow was condensed to eight steps, completable in under a minute, down from a fragmented, drop-off-heavy process. 40-sec testimonial engagement On the first step, the longest dwell time in the flow and its key trust moment.