Overview
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To reduce drop-off rates and improve user engagement, I led the content strategy for modernizing Questrade’s onboarding experience. I focused on transforming a formal, impersonal flow into one that was more conversational and engaging. This strategic shift helped address user frustration caused by the original lengthy and complex process, and reduced the need for support.
Company: Questrade Year: 2023 |
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Challenge
The existing onboarding process was lengthy and complex, leading to user frustration and increased support inquiries. In addition, opening a financial account involves numerous legal and compliance requirements that we needed to meet.
Before
The old onboarding experience presented too many profile sections at once in a non-linear design, which could overwhelm users and make the process feel fragmented. The lack of a clear, linear path made it harder to know what to do next or how far along the user was.
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After
Testing showed that users preferred a linear flow that focuses on one input screen at a time. This created a more streamlined and task-focused experience. The content is optimized for guiding users step by step with minimal distraction. Each screen leads with a question and includes a modal with information on why this question is asked.
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My role
As the Senior Content Designer, I developed the content strategy and collaborated with UX/UI designers, product stakeholders, legal and compliance to develop a clear, user-friendly onboarding flow.
Voice and tone
Conversational, direct, and trustworthy
Before
The old personal details screen was essentially a digital form.
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After
I created a more conversational approach with the heading and subheading, while highlighting crucial information in the hint text.
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Process and collaboration
- Collaborated with UX/UI designers, product stakeholders, legal and compliance to develop a clear, user-friendly onboarding flow
- Analyzed the existing onboarding process to conduct a content audit and identify pain points
- Worked collaboratively in Figma to create a user flow, low-fidelity wireframes for testing and high-fidelity wireframes for developers
- Participated in user testing sessions to gather feedback and iterate on the design
This is part of the flow chart the UX designer and I created in Figma as one of the first steps in our design process.
Solutions
- Collaborated on developing a six-step onboarding wizard, guiding users through product selection and account creation
- Implemented concise, jargon-free language to enhance clarity
- Ensured compliance with regulatory requirements while maintaining a user-centric approach
Before
The old tax information screen required 4 clicks and more effort to complete.
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After
I collaborated with the UX designer to create a design that only required 1 click for most customers by restructuring and rewiring the content to fit this design.
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Outcome
- The new modernized onboarding flow replaced the old process entirely
- Feedback from usability testing and customer support highlighted the simplicity and clarity of the new experience
7 mins
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+ 19.7%
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- 39%
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More samples of my work
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