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Customer Acquisition Insights for a Personal Finance Product 

UX Strategist / Product Owner  
Solo case study for a fintech company

About the Assignment

As part of the interview process for a confidential company, I received a problem scenario and then I built a full case study with a user flow analysis on the mobile version of their product. The overall goal was to increase conversion. I looked at the metrics provided for each step of user flow and I identified UX inconsistencies that may contribute to the low conversion rate. I delivered my analysis with a 90-day plan as a Slidedeck that you would see in the following sections. Some parts of the UI have been redacted due to NDA. 


The result was I got invited to the final round of interviews. According to the hiring manager (Director of Product) and the HR, I was their top candidate. However, the position has been closed without being filled. 

Problem Scenario

A user searches for “Credit Report” on Google, proceeds to click on an ad, and then enters the flow. In order to see their credit, the user has to complete a 3-page form. Based on the data below, 


What are your general observations of the funnel? What strategy would you direct the team to take to increase  the overall conversion rate?

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Project Overview

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Responsive web- mobile version
48-hour assignment
  • Microsoft Excel
  • Adobe Illustrator
  • Figma
  • PowerPoint
Project Overview
User Journey Map- redacted.jpg
Conversion Growth Strategies
User Flow insights
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UX Hypotheses
UX Inconsistencies
UX Strategy
UX 90 Day Plan
A_B Testing Sample screens

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