Interest
Wise
I redesigned the onboarding flow for the company’s highest priority feature and increased adoption by 35%.
As a lead at Wise, I both manage a content design team and also design experiences and features. I lead the Account org, which includes 7 product teams that develop Wise’s international bank account offering.
Context
Wise Interest is a feature that helps users grow their money by investing in a money market fund. It’s one of the company’s most successful features for bringing money into Wise and for adopting and retaining users.
Problem
Despite offering market-leading rates and the feature being a safe and stable way to grow money, 93% of users were dropping out of the onboarding flow.
Solution
Redesign the onboarding flow: reduce length and complexity, soften and simplify compliance language, improve comprehension of the feature.
Impact
35% increase in adoption
58% reduction in customer service outreach
Ensured the feature was compliant and removed regulatory risk
My work included:
Identifying the biggest pain points in the flow
Creating journies for users that required different levels of education
Reducing the length and complexity of the flow
Creating guidance for feature positioning and key value props
Creating user-friendly regulatory language
Creating compliance guidelines to streamline future design iterations
Putting a process in place for stakeholder feedback and approvals
