Raquel Marini | UX Designer

Reducing friction and guiding users from the first step

Vest is a fintech that connects users to the U.S. financial market. I focused on the app’s onboarding, a crucial stage to introduce the product, engage users, and simplify their entry into the platform.

My role: As product designer, I analyzed funnel data, restructured the initial screen, wrote microcopy for clarity and a human tone, and created wireframes and prototypes in Figma to deliver the new flow to dev.

Company

Vest

Year

2024

Role

Product Designer,
UX Writer

Product Designer, UX Writer

❗ The problem

During funnel analysis, we identified a significant drop-off right at the account-creation intro screen. Data showed that many users did not advance, and the conversion rate was below expectations.

🧠 Process

Funnel data analysis (identified critical drop-off)
Benchmark with apps that handled KYC cleanly
Designed value-oriented flows (onboarding + checklist + CTA)
Wrote friendly, clear microcopy
Wireframed, prototyped in Figma, and handed off to dev

💡 Implemented solutions

Onboarding screens with purpose-driven, value-focused flows
Visual checklist displaying required documents step by step
Clear, welcoming tone and visual hierarchy
Direct, prominent CTA
Applied Vest’s design system for consistency

📈 Perceived results

After implementing the new screen:
KYC-flow conversion rose from 14.7% to 24.4%
Completed accounts increased from 10% to 17%

💬 Learnings

This project showed that UX writing and clear visual structure are critical for conversion. Working with data, tone of voice, and micro-interactions allowed me to deliver a simple solution with high business impact.

It also served as a basis for future onboarding optimizations. Some additional improvements I planned, such as conditional paths and enhanced progress feedback, weren’t implemented due to timing but are ready for the next release.