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Fintech: Onboarding flow optimization


Improving user comprehension and conversion through a meaningful onboarding process for the Trading company ThinkMarkets.


Easy to create an account in 2 clicks, but what about complex onboarding?

Any users will be in a situation where they will have to create an account to register to a service and access to a product. Easy and undemanding process are the norm.

But what about a complex onboarding process? For financial technology regulations and requirements could be overwhelming and demanding. Especially for worldwide companies.



With 12 different steps in the onboarding process, creating an account to access Trading products could be challenging and overwhelming for the users. The numbers of drop applications being high, everything indicates that optimization is necessary to help users be guided and helped during all the way of the registration.

My role

In 2021 I was tasked with the rest of the UI/UX with taking what we learned from our onboarding flow data, to improve the user journey through a more guided, thoughtful, and comprehensive account creation. I was one of the designers documenting patterns, controls, and best practices.

What I did

– Design system
– Product vision
– Wireframing and prototyping
– Documenting best practices
– Interface designs
– Handling design/dev handoff


– Gilius Blinstrubas (UI/UX Designer)
– Vera Huang (UI/UX Designer)
– Michela Emmerich (UI/UX Designer)


Summer 2021 (2 months)



User research and design process


Context study

User pain points

Competitive analysis


Design principles

Journey map UX Flow


LoFi wireframes

HiFi wireframes

Interactive prototypes


Designer critiques

Stakeholder reviews

User testing

Updates and handoff

Design iterations

Copywriting adjustments

Assets preparation for Dev team


Inspired by competitors, driven by users

We conducted a visual and structural competitive analysis to understand our competitor’s flow, designs, and solutions.

It includes 6 direct or indirect competitors, through mobile and desktop onboarding flows.

After the definition of our user’s pain points we were able to define core problems and aim to solve them:
– Better definition of the onboarding steps
– New information flow structure
– Redefinition of requests per screen
– New prioritization of physical requests (ID photographies)



Clear interface

A better definition of the information, colors, fonts, making the interface inviting and supportive.


Redefinition of the journey

A clearer definition of the onboarding steps, and a more consistent and better repartition of the information requested.


Being focused on the journey and the design

Design principles


Keeping paths and visual designs light weight and simple.

Built trust through clarity

Designing consistent, approachable, and secure experiences.


Design with the user, for the user.

Mobile first

Making experience scalable and consistent across multiple devices.

Old user onboarding flow.

Complexe interactions, user journey and rules.

Simplification of the new journey, with better optimization of the requests and information.


Being focus on the journey and the design

Mapping interaction flows, and making things come to life

One of the biggest challenges and tasks was taking all of our supported onboarding paths, from multiple regions around the world and mapping them to our new logic and design in a way that made sense.

With different scenarios of validations, we kept the user journey as simple as possible, but most mostly focused on one task at the time:
– Trading choice (related to the country of residence)
– Personal information
– Contact
– Platforms selection
– Financial details
– Experience
– Email verification (when auto ReCaptcha does not validate)

Behind the scene

Testing, feedback and conclusion

I had the privilege to work with amazing researchers and stakeholders, to understand during all processes the business, legal, and development needs.

After positive feedback and minor readjustments, we were able to launch the new onboarding flow worldwide, impacting users all around the globe.

During our desire to draw a clear path for the user, we added 2 more steps to the flow to differentiate the information and make the experience clearer and comprehensive.

Two weeks later, the number confirmed the success of the new flow and the increase of simplicity and efficiency, by increasing by +17% the amount of account creation.


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