Northstar Finance App — Onboarding Flow Redesign
A full onboarding and account-setup redesign that made a complex fintech product feel simple from the very first tap.
A quick snapshot
Northstar Finance came to us with a powerful investing product hidden behind a confusing sign-up process. The goal was simple: get first-time users from download to their first investment without losing them along the way.
Where things stood before
The original onboarding asked for too much information too soon, and the identity-verification step wasn't clearly explained. Most new users dropped off before ever funding an account.
Session recordings showed people re-reading the same screens multiple times, unsure what was required next or why the app needed certain permissions.
"We had a great product buried behind a confusing front door."
What we built instead
We mapped every onboarding step against user intent, cut the flow down to the essentials, and layered in plain-language explanations at each decision point.
- A shortened onboarding flow that only asks for information when it's actually needed.
- Clear, plain-language explanations for identity verification and account permissions.
- Progress indicators so users always know how many steps remain.
- A redesigned empty state that guides first-time users to their first investment.
How the project came together
Research
User interviews, funnel analysis, and a full audit of the existing onboarding flow.
Wireframes
Low-fidelity flows to map a shorter path from download to funded account.
Visual Design
Applying Northstar's brand system to every onboarding and setup screen.
Development
Working with the in-house engineering team to ship the new flow natively.
QA & Launch
Usability testing, phased rollout, and monitoring drop-off at each step.
What the new site includes
Guided Onboarding
A step-by-step flow that adapts based on the answers a user gives.
Identity Verification Helper
Plain-language guidance that explains exactly what's needed and why.
Progress Tracking
Visual indicators that show users how close they are to finishing setup.
Smart Defaults
Pre-filled, editable suggestions that speed up account setup.
Performance Optimized
Faster load times between onboarding screens on any connection.
Accessibility Built-In
Screen-reader support and color contrast checked against WCAG guidelines.
Tools behind the build
A closer look
The impact, in numbers
40%
Drop-off Reduction
2.1x
Accounts Funded in Week 1
-35%
Time to First Investment
96%
Client Satisfaction
What the client said
"Our drop-off numbers improved almost overnight. This redesign finally matches the quality of what we built underneath."
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