New onboarding flow for Fintech app
Juan Salazar
Rocket.la responsive web app
Design System and Onboarding Experience
What we did
Branding and identity
Experience design
Interface design
Design System development
Industry
Finance
Technology
Intro
Financial analysis tool targeting millenials in Mexico. Redesign focusing on improving the Onboarding experience and Analysis and Recommendations screens, and creating a design system as a base for new product iterations.
Challenge
Rocket is a fintech company based in Mexico that provides financial tools for millenials. Financial Analysis, launched in 2017, allows users to authenticate directly with Buró de Crédito (Mexico’s Credit Agency) and obtain an easy to understand overview of their credit history, with recommended actions and content to improve their score and the best credit options for each person.
After few months of launching, it was clear that the tool was solving a real problem for our users, but retention rates were not as good as expected. We identified areas where we could improve conversion and retention rates, and saw the need to completely redesign our Onboarding experience for new users and our Analysis and Recommendations screens, to offer greater value to existing ones.
Solution
A big objective for the redesign of this tool was to improve conversion rates by providing better feedback and splitting the steps in the onboarding process, and retention rates by providing the user always up to date and actionable recommendations, content and tips to improve their credit score. I redesigned the Dashboard view to highlight the most important actions and make it easier for the user to find out what they are interested in or should have a look at and get there faster.
Benefit
Reduced times for new product iterations
Improved conversion and retention rates, reducing our burn rate and dependance on VC
Established a clear alignment between brand and value offer, helping to have a more consistent message across the product
Result
Reduced bounce rate 47% (from 71% to 33%)
Improved retention rates by 63% (from 10% to 23%)
Improved metrics meant Rocket could focus on growth, reaching up to 2’000.000 users
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Posted Feb 3, 2023
I designed a new Onboarding experience and Analysis and Recommendations screens for this Financial analysis tool targeting millennials in Mexico.
