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Suresh Seervi

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Case study · Fintech / BFSI

Simplifying onboarding for a BFSI referral platform

Finjoy lets financial advisors refer banking and insurance products to their clients. The product worked — but new advisors rarely made it through sign- up. I rebuilt the journey around progressive disclosure and clearer KYC, lifting onboarding conversion by 23%.

Client

Finjoy Technologies

Role

Product / UX Designer

Year

2024

Platform

iOS · Android

Timeline

4 weeks

Team

1 Designer · 2 Developers · 1 PM

1 Designer · 2 Developers

· 1 PM

Domain

Fintech / BFSI

Tools

Figma · Maze · Mixpanel

Context

Finjoy's growth depended on independent advisors —

insurance agents, small brokers and tax consultants —

signing up and referring products. Acquisition spend

brought people to the app, but the funnel leaked badly

between install and first referral, so the cost per active

advisor kept climbing.

Finjoy's growth depended on independent advisors — insurance agents, small brokers and tax consultants —signing up and referring products. Acquisition spend brought people to the app, but the funnel leaked badly between install and first referral, so the cost per active advisor kept climbing.

My role

I owned the end-to-end design: research and funnel

analysis, information architecture, wireframes, prototypes,

usability testing, the design system, and hand-off plus QA

with engineering across iOS, Android and web.

I owned the end-to-end design: research and funnel analysis, information architecture, wireframes, prototypes, usability testing, the design system, and hand-off plus QA with engineering across iOS, Android and web.

The problem

Advisors faced a single, unbroken form that demanded

PAN, bank details and document uploads before showing

any value. Verification states were invisible, errors were

generic, and payout terms only appeared at the very end

— so most people abandoned midway and never returned.

The approach

Sequence the journey by commitment: let advisors explore

products and see earning potential first, then collect

identity in short, explained stages with live status. Every

screen answers "why is this needed and what happens

next?".

Onboarding Friction Points

The existing Finjoy onboarding journey contained multiple friction points that negatively impacted user trust, onboarding completion, and

activation rates.

What research showed

Twelve advisor interviews, six moderated walkthroughs of the live app and a stage-by-stage funnel

review converged on four causes of drop-off.

Twelve advisor interviews, six moderated

walkthroughs of the live app and a stage-by-stage

funnel review converged on four causes of drop-off.

KYC arrived too early

Advisors were asked for PAN, Aadhaar and bank proof

before ever seeing a product they could earn from. Effort

came before value.

Advisors were asked for PAN, Aadhaar and bank proof before ever seeing a product they could earn from. Effort

came before value.

Verification felt like a dead end

Once documents were submitted there was no visible status,

no ETA and no notification — people assumed the app was

broken.

Once documents were submitted there was no visible status, no ETA and no notification — people assumed the app was broken.

Errors said nothing useful

A single generic error covered file size, format and clarity

issues, so users retried the same failing upload repeatedly.

A single generic error covered file size, format and clarity issues, so users retried the same failing upload repeatedly.

Earnings were unexplained

Payout rules and settlement timing appeared only after full

registration, which made the whole effort feel speculative.

Payout rules and settlement timing appeared only after full registration, which made the whole effort feel speculative.

Competitor Analysis

To better understand onboarding patterns and user expectations in the fintech referral ecosystem, I analyzed leading BFSI referral and earning platforms in India.

New Onboarding Flow

To improve onboarding completion and reduce user drop-offs, the onboarding information architecture was completely restructured.

Low-fedelity Wireframes

Before moving into high-fidelity UI design, I explored multiple low-fidelity wireframe concepts to simplify the onboarding experience and

reduce user friction.

Process

Discovery & research

Interviewed 12 referral agents and reviewed funnel analytics to locate the exact steps where sign-ups

collapsed — document upload, bank verification and unclear payout expectations.

Reframing the flow

Split a single long form into progressive stages, deferring heavy KYC until intent was established, and

made every step state its purpose and time cost up front.

Interface & system

Built a compact component library — inputs, status chips, document cards, empty and error states —

so BFSI edge cases had a defined visual language instead of ad-hoc screens.

Validation

Ran usability sessions on the prototype, then instrumented the live funnel to compare stage-by-stage

completion against the previous release.

Key design decisions

Splash Screens

The redesigned onboarding introduced:

Branded splash screen
Financial credibility indicators
Clear product positioning

Problem Identified
No brand introduction
Design Solution
Added branded splash & onboarding
UX Impact
introduction Improved first impression & trust

Walkthrough Screens

The onboarding now explains:

Earning opportunities
Referral workflows
Benefits of joining Finjoy

Problem Identified
Weak walkthrough screens
Design Solution
Introduced value-driven onboarding storytelling
UX Impact
Better product understanding

Landing Screen & Sign up

Instead of large forms, onboarding was redesigned into:

Smaller guided steps
Single-action screens
Clear progression states

Problem Identified
Direct signup friction
Design Solution
Added landing screen with Login / Signup / Social Login
UX Impact
Reduced entry friction

Complete Your Profile

The Small Change can lead to big win:

Explore Product
User first Approach

Problem Identified
Immediate registration pressure
Design Solution
Introduced product value communication before Completing the Profile setup
UX Impact
Increased motivation & Able to explore the product

Home/Dashboard Screen

The Home Page UI was redesigned using:

Cleaner layouts
Better spacing
Improved typography hierarchy
Modern fintech visuals
Simplified input interactions
Accessible mobile-first patterns

Problem Identified
Unstructured dashboard experience
Design Solution
Redesigned homepage with organized sections, earning visibility, product discovery, and guided actions
UX Impact
Improved engagement & faster product exploration

Design system

The onboarding rebuild doubled as the foundation of Finjoy's system: type and spacing tokens, a

status colour language for verification, and 40+ documented components covering forms, uploads,

empty states and errors. Design inconsistencies across releases dropped by 55%.

The onboarding rebuild doubled as the foundation of Finjoy's system: type and spacing tokens, a

status colour language for verification, and 40+ documented components covering forms, uploads,

empty states and errors. Design inconsistencies across releases dropped by 55%.

Designs

After validating the onboarding structure through wireframes, the next phase focused on creating a polished, modern, and trust-driven high-fidelity experience for the Finjoy

mobile app.

Outcome

+23%

Onboarding conversion

-38%

KYC drop-off

2.4x

Referrals per agent

-55%

Design inconsistencies

What I'd do differently

I would instrument the funnel before redesigning rather

than alongside it — early baselines would have made a few

debates about which stage to cut much shorter. I would

also test document upload on low-end devices sooner;

camera quality shaped more of the failure rate than the

interface did.

I would instrument the funnel before redesigning rather than alongside it — early baselines would have made a few

debates about which stage to cut much shorter. I would also test document upload on low-end devices sooner; camera quality shaped more of the failure rate than the

interface did.

Takeaway

In regulated products you cannot remove the friction, only

sequence and explain it. Ordering effort behind visible

value, and making every wait state legible, did more for

conversion than any single screen redesign.

In regulated products you cannot remove the friction, only sequence and explain it. Ordering effort behind visible value, and making every wait state legible, did more for

conversion than any single screen redesign.

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Key design decisions

Splash Screens

The redesigned onboarding introduced:

Branded splash screen
Financial credibility indicators
Clear product positioning

Problem Identified
No brand introduction
Design Solution
Added branded splash & onboarding
UX Impact
introduction Improved first impression & trust

Walkthrough Screens

The onboarding now explains:

Earning opportunities
Referral workflows
Benefits of joining Finjoy

Problem Identified
Weak walkthrough screens
Design Solution
Introduced value-driven onboarding storytelling
UX Impact
Better product understanding

Landing Screen & Sign up

Instead of large forms, onboarding was redesigned into:

Smaller guided steps
Single-action screens
Clear progression states

Problem Identified
Direct signup friction
Design Solution
Added landing screen with Login / Signup / Social Login
UX Impact
Reduced entry friction