The Challenge
My product team was tasked with redesigning a deeply outdated, 30+ page application experience for clients purchasing financial products. The original flow was slow and confusing—with dense forms, unclear instructions and little feedback or progress indicators. Clients often felt unsure about what was being asked, how much more they had to complete, or if they were even doing it right. Unsurprisingly, drop-off rates were high.
It was the kind of experience that made people give up before even getting to the decision point and we knew it needed to change.
My Approach
I partnered with design, product and engineering and led the content strategy to redesign the end-to-end experience with a human-centered lens. Our goal: make the flow intuitive and support our clients' needs.
I helped to reorganize the entire flow to follow clients’ natural decision-making process. I crafted the content so it was clearer and more conversational. Part of that included redesigning the UI to accommodate dynamic logic based on account types and the specific data each client needed to provide. We also integrated account creation, login and document signing into a seamless, responsive experience—removing unnecessary friction at every step.
What Changed
- Reduced a 30+ page process by approx. two-thirds!
- Introduced clear messaging to replace technical and vague language
- Built a dynamic flow that adapts to each user’s needs
- Added visual indicators of progress and guidance to boost confidence
The Result
The redesigned experience is shorter, simpler and more human. Clients now move through the flow with more clarify and ease. The work laid a foundation for a more thoughtful, client-first standard across the platform. I’m proud to have played a part in making the experience more approachable and empowering, and drastically lowering the drop-off rates.