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?