IRA account opening

Redesigned a complex user flow to simplify onboarding, reduce completion time by nearly half, and boost user confidence through clearer guidance and streamlined decision-making.
login screen for IRA account opening

1. Discovery

UX Audit

Audited our existing account opening flows to identify pain points and redundancies.

Flagged 4 screens with high cognitive load and found 10 pages that were either redundant or could be consolidated to streamline the experience.

Reviewed session replays

Analyzed session replays and uncovered key drop-off points.

Users took an average of 23 minutes to complete the flow, with only 2% finishing. 74% abandoned within the first two steps — highlighting a need for major simplification.

User flow

Redesigned the onboarding flow to reduce steps, simplify decision points, and improve clarity.

Shared a new user flow with stakeholders focused on faster completion and higher conversion than our legacy flows.

Hosted MVP workshop

Led an impact/effort MVP workshop with product, dev, and analysts to define an MVP plan.

Collaboratively aligned on what to build first to drive the most user impact with minimal lift — setting a clear path for phased rollout.
impact effort matrix with sticky notes in different sections
user flow
glassbox session replay

2. Designs

3. Outcome & Impact

48% faster completion time

Cut average user completion time nearly in half—from 23 minutes to 12—by streamlining steps and simplifying decision points.

40% reduction in user flow

Reduced the journey from 20 to 12 pages, eliminating friction, redundant steps, and non-informative content to improve efficiency.

Increased confidence & clarity

Refined guidance, copy, and input fields to reduce cognitive load and support users through complex tasks, leading to higher satisfaction and fewer drop-offs.

Validated by usability testing

Early usability testing confirms users are completing the flow more easily, with strong signs of reduced abandonment and increased task success.

Still curious? I've got more...

Manage my debit card

Led a data-driven overhaul of the checking account, streamlining features and navigation with A/B testing to create a cleaner, user-friendly, modern UI.
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Checking account

Transformed the checking account experience using A/B testing and behavioral insights to guide data-driven decisions.

Account activity

Delivered clearer insights, easier control, and faster, more intuitive management of investment activity.

Designed and built by: Meghan Sousa

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