albo
Cut a 46-click onboarding flow down to 18, boosting loan approvals and unlocking revenue growth in just 2 months.
Role
Sr. Product Designer, UX Strategy, UI, Prototyping, End-to-End Lending Flow
Team
Product Manager, Software Engineers, Risk, Compliance
Deliverables
UX Strategy, UI, Prototypes, End-to-End Lending Experience
Timeline
2 Months (2024) during Mar 2022 to Mar 2025 tenure at albo
01. Overview
At albo, a digital banking platform serving 3M+ users, lending was emerging as our biggest growth opportunity, eventually driving $267M+ in loan originations. But most users never even made it to the offer screen. The problem? Onboarding was long, confusing, and full of drop-off points. We were losing people before they could see what we had to offer.
My mission: redesign the flow to feel fast, motivating, and effortless while still meeting all legal and compliance requirements.
02. The Challenge
Drop-off Rate
70%
Users abandoned the onboarding flow before reaching the offer screen
1
Too long
A 46-click flow packed with redundant questions
2
No feedback
After submitting, users were kicked back to the home screen with no clarity
3
Brand confusion
Users didn't understand the connection between albo and abea
03. Understanding
I interviewed 10 users, letting them walk through a prototype
Overwhelmed by qualification
Users got overwhelmed just trying to see if they qualified
Brand disconnect
Many didn't realize that abea was albo's lending product
Lost in the flow
Users felt lost. No confirmation, no clear next step
Data friction
Missing IDs, typos, and outdated info caused drop-offs
Risk Evaluation (Score)
One of the most critical and most frustrating steps. We needed user data to evaluate loan eligibility. But:
KYC Verification
After users selected their loan offer, we needed to verify identity. The flow had major friction:
04. Framing the Solution
Priority 1
Make the flow shorter, clearer, and goal-driven
Priority 2
Remove hidden dead-ends and confusing wait states
Priority 3
Turn friction points into moments that built trust
This wasn't a solo effort. I partnered with Risk, Compliance, Legal, and Engineering.
05. Design Execution
Eliminated the Dead-End Confirmation Screen
Users were shown a confirmation step but couldn't edit anything. We removed it.
Result: One less useless step.
Removed Redundant Questions
The original flow overloaded users with unnecessary questions (industry, education, dependents). We cut them.
Result: Shorter flow, less fatigue.
Stopped Kicking Users Back to albo
Users previously waited 1-5 minutes on the homepage. We kept them in the flow.
Result: Seamless experience.
Reused Existing Data
Secured compliance approval to reuse user data from albo.
Result: Faster onboarding.
Introduced Selfie Verification
Added a selfie check matching faces to ID photos.
Result: Secure, seamless verification.
Added Real-Time Error Feedback
Instant validation for ID photos and data.
Result: Users could fix issues immediately.
Set Clear Expectations
After KYC, communicated 90% probability of approval.
Result: Higher trust, stronger conversions.
Journey Reduction
46 to 18 clicks
4-5 minutes to 1-2 minutes
User Effort
60%
Reduction in effort
Wait Times
70%
Reduction in wait times
06. Final Design
07. Reflection
This project taught me that great onboarding is about more than clean screens. It's about clarity, momentum, and trust.
The biggest takeaway? If users get lost early, you lose them forever.
Next Step
Add a Clear Progress Indicator
Show users exactly where they are in the flow to reduce friction and build confidence.
Next Step
Instant Feedback Before Leaving abea
Provide immediate confirmation and next steps upon completion instead of sending users back.
Next Step
Improve Brand Communication
Clarify the relationship between albo and abea throughout the onboarding journey.