Revolutionizing Fintech UX –
40% More Adoption
Summary
SigTech, a cutting-edge fintech platform, struggled with user adoption, engagement, and trust. Financial advisors found it difficult to interact with the system, lacked clarity on how to use its AI-powered features, and abandoned sessions prematurely. The platform also lacked personalization, onboarding, and accessibility, creating further friction.
SigTech, a cutting-edge fintech platform, struggled with user adoption, engagement, and trust. Financial advisors found it difficult to interact with the system, lacked clarity on how to use its AI-powered features, and abandoned sessions prematurely. The platform also lacked personalization, onboarding, and accessibility, creating further friction.
Roles
Director UX
Research
UX Designer
UI Designer
Tools
Figma
Responsibilities
Product Strategy
Competitive Audit
Quantitative & Qualitative Research
User Experience Design
User Interface Design
Usability Testing
Challenge
SigTech faced major usability challenges—financial advisors struggled to understand how to interact with the AI, trust in data accuracy was low, and engagement was minimal. The platform lacked intuitive onboarding, personalization, and consistent UI, leading to high drop-off rates and low adoption.
Solution
I conducted a full UX audit, analyzed user behavior through Mixpanel, and gathered qualitative insights from surveys and interviews. By studying competitors like Perplexity and OpenAI’s ChatGPT, I reimagined the platform with a guided, AI-assisted user journey, a personalized dashboard, and inline UI elements that adapted dynamically based on user needs.
Best Practices Audit
I conducted a comprehensive best practices audit by analyzing platforms like Perplexity, Claude, Dave’s ai cash, Brico and others.
This involved identifying common traits, efficient techniques, and standout features that drive engagement and scalability.
The findings were compiled into actionable slides, offering detailed recommendations to shape Magic’s design, functionality, and user experience.
Qualitative Research
I conducted surveys, interviews, and empathy mapping to uncover financial advisors’ pain points and behaviors.
These insights revealed key issues like AI interaction confusion and trust gaps, directly shaping a more intuitive and user-centered redesign.
Low Fidelity Wireframes
While analyzing the competitive landscape, I created low-fidelity wireframes—pencil sketches that helped map out user flows and refine ideas.
This iterative approach allowed me to explore solutions quickly, ensuring the final design addressed usability gaps and aligned with industry best practices.
Information Architecture
The platform was restructured to guide users seamlessly through interactions, reducing friction and confusion. Inline UI elements dynamically surfaced relevant actions, while onboarding flows educated advisors on how to use the AI effectively.
The redesigned structure ensured clarity, making data more accessible and interactions more intuitive.
User Experience Design
The UX redesign focused on reducing cognitive load and increasing engagement through a seamless, interactive journey.
A personalized dashboard provided advisors with actionable insights at a glance, while AI-driven inline interactions simplified complex financial queries.
Friction points were eliminated through intuitive onboarding, contextual assistance, and clear system feedback, significantly boosting engagement and trust.
