Problem
The GOOD app, acquired from an insurance company, was designed by an agency unfamiliar with native experiences, making it feel outdated and buggy. Its primary goal was to convert users into members and serve as a tool for those not eligible for our products. When I joined, our mission was to overhaul the onboarding process, integrate it with our new authentication service, and find ways to encourage users to provide minimal identifying information. Initially, we had a “long form” that required several data points for a soft credit check, prompting us to explore new ways to communicate users’ financial situations.
Action
The MoLO (Money Left Over) team experimented with different graphical representations of a user’s debt and its projected growth. Initially, we used a graph on the app’s landing and during data loading, but it only resulted in a small (less than 2%) increase in acquisitions. After analyzing past performance on both the app and website, we found that bar graphs performed better on the web, so we tested this format in the app. The bars transitioned smoothly into the offer screen, showing immediate improvement.
Once the onboarding process was refined, we turned our attention to the dashboard. We integrated Spinwheel, an API for credit data, but still required users to connect their accounts via MX for deeper insights. We faced challenges displaying the available data from Spinwheel while encouraging users to complete the next step. Additionally, empty states across the app were identified as missed opportunities, which I began addressing while redesigning the dashboard.
Results
In the first month we exceeded KPIs for new member acquisition by 10%. We also bumped up our app store ratings by half a point to 4.6. Drop off rates within the initial onboarding dropped by 12%. We saw a 27% increase in users completing the personal information form and 12% increase in users creating a debt plan.
FULL CASE STUDY
Skills
- UX Vision
- UX/UI Design
- Design system integration
Project Feedback
“Kim has consistently excelled in her role as a UI/UX designer. She is exceptionally approachable and always willing to lend a hand or share her expertise. Her availability and willingness to help team members have made a significant difference in our work environment. Moreover, Kim’s pleasant personality and team spirit have contributed to a positive and collaborative atmosphere within our team.”
~ Product Manager