Onboarding under 60 secs

About Hugosave

Hugosave is a fin-tech app that empowers ~100K Singaporeans to spend, save, and invest confidently & aims to make their Wealthcare journey easy-to-understand.

Why Redesign?

Onboarding & KYC
In 2021, Hugosave launched with a 23 step extensive onboarding with mandatory KYC. It created a major barrier for new users wanting to onboard. To address this challenge, 'Hugosave Lite' was introduced - a simplified version allowing users to experience core features before completing KYC verification for full account access.
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Homescreen
Additionally, the increased number of features during revamp and user feedback indicated that the home screen needed a strategic redesign.

For Whom?

Tech-savvy young professionals who expect quick value and have low patience for complex apps.
Key Behaviours
Wanderers : Browse to understand value, need clear feature discovery, quick to abandon if confused.
Hunters : Task-focused, prioritize efficient navigation.
The challenge was designing for both exploration and efficiency in one cohesive experience.

How?

Understanding Pain points 
UX Audit, Customer Feedback, conversations with stakeholders
 
Requirements gathering 
Collecting detailed inputs from Eng, CS, Compliance

Ideation & feedback
 
Prototype & testing within company & colleagues’ friends
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Solving for edge cases

UI & Frontend Collaboration 
Helping visual designer
Dev Handoff  
Testing & raising bugs before release. 

Understanding Pain Points

Process involved a design audit, benchmarking and analysing conversion funnel, drop-off points to identify pain points.

Onboarding

PainPoints
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- Lengthy signup process caused high dropoff rates
- Requesting ID verification too early created a barrier to entry
- Unclear value proposition. Users didn't commit to the full process.
- Missing progress indicators left users uncertain about time commitment

Redesign Goals
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- Streamline the signup flow to reduce friction and dropoffs
- Delay KYC verification while meeting security requirements
- Communicate value clearly to justify the user's time investment
- Add progress tracking to set clear expectations
- Design an upgrade path that moves Lite users to full accounts

Homescreen

PainPoints
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‍- New users couldn't understand the app's core features initially
- Adding money was hard to find
- Layout couldn't accommodate future features
- Transaction list took up too much space and couldn't be customised

Redesign Goals
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- Build a flexible architecture that scales with new features
- Improve discoverability so new users understand what's available
- Optimize navigation patterns for returning users
- Separate transactions to free up space and enable customisation

Process SNAPSHOTS

Redesign Highlights

1. Onboarding Hugosave Lite

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2) Homescreen Redesign - new user's view

3) Homescreen Redesign - Long time user's view

4) KYC Flow

Impact

How successful was Onboarding redesign?
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Redesign nearly doubled Lite user onboarding, with a 91% increase in no. of Lite users.
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90% onboarding completion rate in 1 year (between Dec 2023 - Dec 2024)

How successfully could we nudge users to do KYC for full account?
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Less than 1/3rd of Lite users started Unlocking more of Hugosave (indicating the need to nudge users better to get the full account)

How successfully did users who started KYC process complete it?
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67% of users who started KYC successfully completed the process

Feedback & NEXT STEPS

Homescreen
- Quick actions in Homescreen would provide easy access to frequently used features, adding such a section can improve navigation (from usability testing).
- Existing users struggled with the new card account feature while new users adapted easily, highlighting the need for better transition support from the old interface (from usability testing).

KYC Flow
Integration with trusted third party to delegate KYC & reduce manual effort for a user - reduction of effort will nudge more users to do it - upping conversion rate.

Key learnings

- Designing KYC flows required balancing user experience with regulatory compliance through close collaboration with engineering and compliance teams, taught me to design secure, trustworthy experiences that meet both business and user needs.
- As an early design team member at a startup, I got the opportunity to help set up how teams worked together. This taught me to ask better questions and gather the right information to design good user flows.

Thanks for stopping by!