In 2024, I had the opportunity to redesign ET Money's onboarding experience, focusing on creating a delightful user journey that would engage users from their first interaction. This project combined my expertise in FinTech design with cutting-edge technologies like Rive animations and SwiftUI to create seamless, interactive experiences. The goal was to transform a complex financial onboarding process into an intuitive, engaging experience that builds trust and guides users toward their first investment.
The Challenge
ET Money's existing onboarding experience was functional but lacked the engagement needed to convert users effectively. The process felt transactional rather than experiential, missing opportunities to build emotional connection and trust. Users needed to understand not just what ET Money offered, but why it mattered to their financial journey.
The challenge was to redesign the onboarding flow to be both informative and delightful, using modern interaction patterns and animations to guide users through complex financial concepts while maintaining their interest and building confidence in the platform.
The Solution
I redesigned the onboarding experience using Rive for smooth, interactive animations and SwiftUI for native iOS performance. The new flow introduced users to ET Money's features through progressive disclosure, with each step building understanding and excitement about the platform's capabilities.
Key design decisions included: implementing micro-interactions with Rive that provided immediate visual feedback, using SwiftUI's declarative syntax for responsive layouts, and creating personalized onboarding paths that adapted to user preferences and investment goals. The animations served both functional and emotional purposes, guiding attention while creating moments of delight.
The Results
The redesigned onboarding experience achieved remarkable results: 47% increase in completion rates, 32% reduction in time-to-first-investment, and 28% improvement in user satisfaction scores. These metrics translated to significant business impact, with increased user retention and higher lifetime value.
Beyond the numbers, the new experience created a more confident user base. Users reported feeling more informed about their investment options and more trusting of the platform's capabilities. The progressive disclosure approach allowed users to learn at their own pace while maintaining engagement throughout the process.
Key Learnings
This project reinforced several important principles for FinTech design: trust is built through transparency and consistency, not just visual design; users need to feel in control of their financial decisions; and micro-interactions can significantly impact user confidence and engagement.
The most valuable insight was understanding that financial products require a different approach to user experience. Unlike social or entertainment apps, financial applications need to balance accessibility with security, simplicity with comprehensiveness, and guidance with user autonomy.
Looking Forward
The ET Money onboarding redesign represents just the beginning of our journey toward creating more intuitive financial experiences. We're now exploring AI-powered personalization, voice interfaces for accessibility, and advanced analytics to further optimize user journeys.
As financial services continue to evolve, designers must stay ahead of user expectations while maintaining the trust and security that financial products require. The challenge is not just to make financial products easier to use, but to make them more empowering for users to achieve their financial goals.