COMPANY
DURATION
July 2024 - Feb 2025
ROLE
UX Design, UI Design, User Testing, UX Writing
Design team, Engineers
TEAM | Collaboration
I designed the registration sign up flow for VetraFi.
Design challenges:
Lengthy and frustrating registration process
Privacy-sensitive and skeptical users
What I solved
Made the flow to be quick and easy to follow
Ensured and maintained user trust when requesting personal information
Explored various design strategies to enhance user engagement during registration and reduce drop-off rates.
PROJECT OVERVIEW
BACKGROUND
VetraFi, a finance app for US active service and veterans
VetraFi empowers U.S. active service members and veterans to easily manage their finances. By giving them the VetraFi card, veterans can enjoy enhanced cashback, exclusive benefits, and access to high-yield savings services.
About VetraFi Inc.
Target Audience : US active service and veterans
The younger generation (18-30) often lack financial literacy, including understanding credit scores and developing good saving habits.
They are especially skeptical about financial apps and hesitant to share personal information.
DISCOVER
2 Design Challenges
1. Lengthy and frustrating registration process
Given that this is a finance app, we need to collect a lot of data from users regarding legal requirements.
Considering our target audience, military information is required, which makes the registration flow more complex and lengthy.
2. Privacy-sensitive and skeptical users
How can we make this process easy to follow and increase user sign up rate?
DESIGN GOAL
APPROACH FOR CHALLENGE 1
Grouping information category & Exploring diverse sequence
I needed to find the most efficient sequence to collect user information. After exploring, thus decided to take a different approach from other finance applications.
OPTION 1 : Similar to how majority finance/banking apps do, KYC asked in the middle
OPTION 2 : Asking KYC first & Grouping contact and address as one category
✅ OPTION 3 Selected : Dividing KYC to 2 parts & Grouping KYC and Military together as same category
By grouping KYC (name, birth) and Military status together as one category, followed by other personal information, we assumed that users will perceive the entire process as a single, cohesive 'personal info' step, making the process feel quicker.
Progress bar & Reward to keep users motivated and engaged
APPROACH FOR CHALLENGE 1
This also helped the users to onboard easily to the homepage, and was able to promote “VetraFi’s card”
To handle our skeptical user targets, I explored designs to clearly state the reasons for collecting each information.
We opted for a card-based design with icons to establish a more structured hierarchy and enhance user understanding.
Communicate Reasons for collecting information
APPROACH FOR CHALLENGE 2
Conducting Qualitative User Test
Purpose
To gather user feedback and observe whether the flow is intuitive, keeps users engaged, and reassures them about providing their personal information.
USER TEST RESULT
Successful results
Task Completion rate 100%
All users completed the task easily and wasn’t confused about the order.
Time on task
The task time was shorter than expected, indicating that the flow was easy to follow and intuitive.
User Satisfaction and Engagement
Users mentioned that the progress bar and the reward made them curious to continue signing up.
“Why do I need to put my SSN here?”
However, 80% of participants hesitated to provide their SSN.
ITERATION
We need to maintain user trust on the SSN page!
Although we successfully tackled the challenge of lengthy process, we failed to handle privacy-sensitive users.
Initial Design
“Signing up for VetraFi has no impact on your credit score.”
Although this sentence was added to ensure users to put their SSN, this was not enough.
Users wanted to know the reason they need to put their SSN.
Users mentioned that current design doesn’t catch their eye that much. Thus, didn’t read this sentence.
Considering the content we need to show users and to accommodate both those who read descriptions thoroughly and those who skim through, we chose to incorporate the first and third interaction design.
Diverse options displaying the reason for collecting SSN:
✅ OPTION 1
1. Separate the reason and info of credit score
OPTION 2
2. Display reason on top and give assuring message
✅ OPTION 3
3. Card expansion when users click
OPTION 4
4. Pop up when users click
1. Deciding the content users need
2. Deciding the tone of voice
✅ We identified the key information users needed to feel confident in providing their SSN. I refined the UX writing to clearly explain (1) why we collect SSNs and to assure users that (2) it won’t impact their credit score.
Additionally, we carefully balanced a friendly yet authoritative tone to build user trust.
Exploring UX Writing
Ensuring both users who skim through and who reads carefully
Considering the essential information that needed to be included and visual tension, we displayed the reason for collecting the SSN on the card, while placing information about credit scores separately at the bottom.
✅ FINAL SSN Page!
What users see when typing ssn, card expanded
The Final Registration Flow
OUTPUT
Legally Compliant, Efficient, and Engaging 3-Step Registration Process
Our final design solution fully meets all legal requirements, categorizing the flow into three streamlined steps for optimal data collection. This approach not only ensures compliance but also keeps users motivated and assured to complete the registration process.
Final Screens
OUTCOME
Implementation in progress & Feedback
“It is easy to follow and is certainly user-friendly!”
The registration process is the first phase that is being developed. After testing some users with the changed designs, they gave positive feedback. By collaborating closely with the development team and conducting tests with a diverse group of U.S. active service members, we completed this phase in just three weeks. A TestFlight is launched and the official launch is scheduled for later this month.