Fintech Onboarding — D7 Retention
Overview
Applied cognitive psychology principles to redesign a fintech app's onboarding experience. Used Fogg Behavior Model, progressive disclosure, and trust signaling to reduce early churn and increase activation.
Design Process
Behavioral Analysis
Analyzed drop-off points using Mixpanel & Hotjar across 10k sessions
Psychology Framework
Applied Fogg's B=MAP model to redesign motivation & ability triggers
Content Strategy
Rewrote all onboarding copy using plain language principles
Visual Design
Created warm, trust-building visual language replacing sterile fintech aesthetics
A/B Testing
8-week experiment with 2,400 users split across 3 variants
Outcomes & Impact
7-day retention increased by 61%. D30 retention up 34%. App Store rating improved from 3.2 to 4.6 stars within 3 months of launch.
Putri Wulandari
PM & UX Lead
AI Product Manager & Service Designer based in Jakarta, ID.
Project Info
Client
WeekndLabs Studio
Category
Fintech
Year
2022
Key Metric
+61% D7 Retention