Onboarding to a wealth management app

8 weeks

Jul - Aug 2025

Design system

Visual design

2 Product Designers

2 UX Researchers

My Role: Product Designer

Designed 30+ screens for onboarding with new design system components

Facilitated weekly design crits with the client

Prototyped the onboarding flow for concept testing

overview.

Context

Enrich Finance is a DIY wealth management solution. The early-stage startup has worked with UpperStudio, a product design agency I co-founded, 3 times.

The Problem

The onboarding experience lacked value proposition, trustworthy UX, and motivational momentum, creating user friction and drop-off before the core product experience.

What I Did

I identified UX issues via heuristics and copy audits. Coupling that with user research, I redesigned the onboarding flow and recommended a design system aligned with its visual branding.

Key Deliverables

A written report of findings from heuristics and UX copy audits and comprehensive usability research

An end-to-end onboarding flow

A carousel with Enrich's primary value propositions

Step 1: Setting a financial goal

Step 2: Funding your goal with an account

Step 3: Allocating your assets via an automated or custom strategy

Impact

Hit the nail on the commentary for how it has evolved. It felt like an old newspaper (at the beginning), the brand has really shone through in something that feels premiere.

— Enrich Lead Designer

We'll use this as a guide to map the entire core experience. The visual experience, the flourishes and celebrations. This gives us a map to use for (future designs).

— Enrich CEO

process.

Audit

I evaluated Enrich’s onboarding experience against Nielsen Norman Heuristics and standard UX writing principles.

Key Audit Findings

The audit informed my UX overhaul of onboarding from account creation to the end. I focused on aligning the interface more tightly with user goals so that Enrich could deliver an onboarding experience that focuses on building confidence in the product.

The original experience suffered from vague marketing copy over functional clarity, redundant information that increased cognitive load, no information hierarchy, and interaction patterns that lacked clear affordances.

Removed Goals at a Glance and redundant primary CTA. This section consumed valuable screen real estate while displaying no data for a first-time user. Streamlined from 5 steps to 3.

Replaced sample goal cards with skeletal greyscale versions to reduce visual noise. Promoted one sample goal card to the top, allowing users to explore Enrich's features before committing to setup.

Clarified navigation labels to enable error correction. Users can now easily return to previous steps if needed.

Added pill-form filters for scalability. The client anticipated growth from a few initial goals to many over time. Category-based organization enables faster navigation as the goal library expands.

Consolidated goal details to 1 screen. The client preferred a mad-libs style over traditional forms to match their brand voice. I balanced this by rephrasing questions for clarity and improving readability.

Created a dropdown menu of liquidation options for affordance. This standardized the interaction pattern to bottom sheets across the flow.

Used ghost text consistently to guide input without cluttering the interface.

Added tooltip icons to surface educational content only when needed, reducing upfront cognitive load.

Added a confirmation screen to visualize the goal in card form before final submission, reducing errors and building anticipation.

Asset Allocation Flow

Asset Allocation was the most complex and gnarly flow to redesign. While our usability research showed that users initially liked the progressive disclosure, it quickly became overstimulating as the progression increased.

“Oh, I have to do a lot more multiple choice selections… I thought it was just one asset type style, and then it's done. But when I click on, oh, another one pops up. And I click on again, oh, three more pops up. It's like the dragon from Hercules." -P4

"Knowing that collecting a selection could possibly open up even more selections that I don't see yet, it can give me, like, a little bit of anxiety, at the beginning there are only eight options, and now there's, like, over 20.” -P3

The client's original design

Improving the Asset Allocation Flow

Due to the scope of work (70 hours of design), we didn't find a new interaction pattern, but we did make the existing pattern more readable and less overwhelming.

I introduced searchable fields for Country due to the lack of scalability in the original design.

Left aligned to enhance readability.

Collapsible cards to reduce vertical scroll.

Redesigned Rule card that reuses pill components for familiarity and readability (compared to list of text), along with additional product requirements like editing rule name and deleting a rule.

Swapped the secondary CTA button for a sticky button to increase discoverability as vertical scroll gets longer.

design system.

Enhancing the Look and Feel

Although Enrich had a loose design system and brand kit, the client wanted the app to adopt a premiere look. We overhauled several components, improving the UI, to reflect Enrich's tone and voice.