PlutoPay is a fintech startup aiming to bring clarity to personal banking by offering tools that explain fees, interest rates, and financial terms in plain language. The team wanted to improve their onboarding flow and visual design to increase trust and user retention.
The core challenge was to simplify dense financial language into a user-friendly experience without oversimplifying important details. The existing product had functionality but lacked emotional clarity, which created friction — especially for new users unfamiliar with banking jargon.
I led the design process, starting with user interviews and journey mapping to pinpoint where confusion and drop-off occurred. I created personas that represented different levels of financial literacy and used them to shape the flow of the onboarding experience. Using Figma, I developed wireframes and interactive prototypes that we tested with users in multiple rounds. Feedback highlighted the importance of plain language, microcopy, and visual reassurance. Collaboration was key: I worked closely with product managers and fellow designers to refine the UI, ensure accessibility, and align the visuals with the brand’s voice of transparency and ease.
We restructured the onboarding flow to guide users step-by-step, using clear visual hierarchy, simplified language, and supportive cues (like tooltips and illustrations). The interface became both more functional and more human.
Post-redesign, PlutoPay saw a 20% increase in onboarding completion and received direct user feedback about how “easy” and “surprisingly friendly” the process felt. I'm proud of how we translated complex ideas into an accessible and empathetic product that truly serves its users.
