I am Maryam, an energetic yet focus
UX Designer
Simplifying Sales Onboarding for Scalable Growth
How we led the UX strategy to simplify complex journeys for both beginner and advanced investors on a financial services platform
+22%
Increase in application completion across mobile and desktop
+8%
Higher Mobile
Conversion Rate
The Business brief & UX Challenge
“Take the pain out of the online buying process to encourage conversions and enable smooth onboarding.”
Discovery
Key outcomes
📊 Data Analysis | 🔎 Heuristic Evaluation | Personas
Surfaced key friction points from Google Analytics & Research Team
"Current online process is too long and cumbersome" -
"Buying products is complicated resulting in dropoff"
"Form capturing is confusing and frustrating for user forms and too long on mobile"
Heuristic analysis and technical landscape audit
We also completed a competitor analysis and heuristic evaluation to understand might possibly be solving for these pain points.
Requirement checklist
Usability Scorecard
Understanding User Intent Is Everything
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A beginner investor needs hand-holding, while an advanced user needs efficiency.
Even with a single goal like “buy this product,” users come in with different mindsets and comfort levels.
Key insight
A single journey couldn’t adequately serve both user types. We needed to create a flexible framework with contextual messaging and adaptive flows.
💡
Ideation & design
Designing the Solution
Our design philosophy focused on clarity, persuasion, and modularity
🧠 Design Rationale | ✍ Wireframes | 🎯 Content Strategy
Progressive Disclosure Works Wonders
By showing only the essential steps upfront and revealing complexity gradually, we reduced cognitive load and anxiety.
18% faster average task completion time
Optimized flow efficiency and clearer decision points led to faster conversions, especially for returning users and advanced investors.
Design rationale
Impact
Language Shapes Experience
Legal terms and financial jargon created fear and confusion. Rewriting them in user-centric language built trust and increased confidence.
➡ Lesson: Words matter. Content design is product design.
Reduced Drop-off During Legal & Form Steps
📉 35% reduction in user drop-offs at previously problematic points (e.g. legal disclaimers, complex form fields)
➡ Rewriting copy for clarity and using component-based disclosure significantly improved user engagement during critical steps.
How this translates into web
By showing only the essential steps upfront and revealing complexity gradually, we reduced cognitive load and anxiety.
Web Experience
Validation & Testing
We tested with 3
different approaches
✅ Free Exploration | 📊 Expectancy | Task based
The final output
wasn’t just a new flow
The redesigned journey:
- Increased conversions
- Reduced drop-offs
- Shortened completion time
- Gave the business a scalable framework
Key Learnings
User Mental Models Must Guide Flow Design
Even if the end goal (buy the product) was clear, users approached the journey with different expectations, knowledge, and emotions. Designing for both beginners and advanced users taught me that successful sales journeys need adaptive pathways, not just linear processes.
Simplification Requires Ruthless Prioritization
Simplifying a process doesn't mean removing steps randomly — it means prioritizing information, actions, and decisions at exactly the right time.
Using progressive disclosure helped me design a flow that felt easy and intuitive without oversimplifying important legal or product details.
Cross-Functional Collaboration is Non-Negotiable
Aligning product, legal, marketing, and tech teams early created a shared understanding of the journey, reduced pushback, and accelerated delivery.
🪞 Final Reflections
