A mobile lending app serving the US, India, Kenya, and Nigeria had a one-size-fits-all onboarding process, resulting in a 43% drop-off rate. Each market needed different trust signals and education levels. I conducted user research across all four markets, designed adaptive onboarding flows, reduced required fields 40% with progressive disclosure, and created market-specific trust elements. Built a component library allowing customization without design fragmentation.

RESULT User drop-off reduced 43%, MRR increased 25%, time-to-first-loan cut from 8 to 4.5 minutes, market completion rates 68-73%, support tickets down 57%, and 1st-month retention improved from 34% to 52%.