Redesigning the Welcome
Taking on the daunting task of updating the onboarding flow for health & benefits.
Background
Inspira Financial is a company that has two platforms:
Health & Benefits
Retirement & Wealth
It's kind of confusing, but they operate as separate entities. This onboarding flow is focused on the Health & Benefits side, where we have products like Health Savings Accounts (HSA), Emergency Savings Funds (ESF), and more.
For the purposes of this flow, imagine that you are an employee who recently received information from a past employer inviting you to sign up for a Health Savings Account (HSA) or Emergency Savings Fund (ESF). You’re going through the registration process as someone who is new to this system and is following instructions provided by your former employer to get started with your benefits.
North Star
We believed a faster, clearer, more intuitive flow could flip the script. Our goals were ambitious:
Conversion
Boost registration conversion rate by 20%.
Conversion
Boost registration conversion rate by 20%.
Completion
Cut time-to-complete by 25%.
Completion
Cut time-to-complete by 25%.
Bounces
Reduce bounces (people abandoning before completion) by 35%.
Bounces
Reduce bounces (people abandoning before completion) by 35%.
Satisfy
Improve user satisfaction with the process by looking at feedback.
Satisfy
Improve user satisfaction with the process by looking at feedback.
Problem
Our legacy registration flow was a patchwork—too many steps, too little guidance, and it just felt outdated. There was no clear indication of where the user was in the flow, there were redundant fields that made the pages feel overwhelming, and some things simply didn't make sense.
This above page is the legacy. Too many steps, too little guidance, and feels tedious and outdated. It's also so long that it takes up your whole screen.
before
after
1
No clear indicator to the user about what step they are in the process.
2
There are also some redundant fields (too many confirmation spots, multiple phone numbers, too many security questions.
3
Bit of an overwhelming feeling.
I traded that patchwork for a clearer path. I wanted the modern registration to feel simple, smart, and quick. By eliminating clutter and providing clear guidance, we've transformed an overwhelming process into one that's refreshingly easy.
before
after
1
Added a clear stepper at the top to inform that user of where they are at and what's to come.
2
Reduced the amount of input fields from 14 to 3.
3
Added quality-of-life updates like password indicators and updated formatting to feel more modern and promote efficiency.
Solution
Our legacy registration flow was a patchwork—too many steps, too little guidance, and it just felt outdated. There was no clear indication of where the user was in the flow, there were redundant fields that made the pages feel overwhelming, and some things simply didn't make sense.
I traded that patchwork for a clearer path. I wanted the modern registration to feel simple, smart, and quick. By eliminating clutter and providing clear guidance, we've transformed an overwhelming process into one that's refreshingly easy.
before
after
1
Added a clear stepper at the top to inform that user of where they are at and what's to come.
2
Reduced the amount of input fields from 14 to 3.
3
Added quality-of-life updates like password indicators and updated formatting to feel more modern and promote efficiency.
I traded that patchwork for a clearer path. I wanted the modern registration to feel simple, smart, and quick. By eliminating clutter and providing clear guidance, we've transformed an overwhelming process into one that's refreshingly easy.
before
after
1
Added a clear stepper at the top to inform that user of where they are at and what's to come.
2
Reduced the amount of input fields from 14 to 3.
3
Added quality-of-life updates like password indicators and updated formatting to feel more modern and promote efficiency.
Redesign
With these insights in mind, I set out to rebuild the flow from the ground up. My design principles:
Page simplicity: Reduce redundant fields, minimize cognitive load.
Make progress clear: Indicating completion to the user as well as clear instructions.
Improving upon guiding the user through the registration process.
A clear, actionable "what's next" after registration.
Find your account
This is the initial page of the flow — where the user enters some of their personal information so we can locate them and get their account setup process started.
before
after
1
Added the stepper at the top of the page to signify where the user is.
2
Reduced number of fields down.
3
Modernized the design of the page.
Find your account
This is the initial page of the flow — where the user enters some of their personal information so we can locate them and get their account setup process started.
before
after
1
Added the stepper at the top of the page to signify where the user is.
2
Reduced number of fields down.
3
Modernized the design of the page.
Create your account
The next step of the flow — where the user creates their account.
before
after
1
Reduced number of input fields from 14 to 3.
2
Added indicators to signify password requirements and the Online Service Agreement
3
Modernized the design of the page.
Create your account
The next step of the flow — where the user creates their account.
before
after
1
Reduced number of input fields from 14 to 3.
2
Added indicators to signify password requirements and the Online Service Agreement
3
Modernized the design of the page.
Debit Card
In this scenario, a debit card is provided to the user with their welcome letter. They use this debit card to activate their account.
before
after
1
Added a pop-up modal to alert the user that they need their card for the next step.
2
Moved this earlier in the flow because it made the account creation process more successful.
3
Fun graphics that provides an infographic of where to find their required information, as well as modern touches.
Debit Card
In this scenario, a debit card is provided to the user with their welcome letter. They use this debit card to activate their account.
before
after
1
Added a pop-up modal to alert the user that they need their card for the next step.
2
Moved this earlier in the flow because it made the account creation process more successful.
3
Fun graphics that provides an infographic of where to find their required information, as well as modern touches.
Two-Factor Authentication
After the user creates their account, we send an OTP to their phone. This was revamped because the legacy one felt outdated.
before
after
1
Separate boxes for each number.
2
Clear indicator when the user inputs their number.
3
CSS styling to automatically move the text input forward.
Two-Factor Authentication
After the user creates their account, we send an OTP to their phone. This was revamped because the legacy one felt outdated.
before
after
1
Separate boxes for each number.
2
Clear indicator when the user inputs their number.
3
CSS styling to automatically move the text input forward.
Two-Factor Authentication
After the user creates their account, we send an OTP to their phone. This was revamped because the legacy one felt outdated.
before
after
1
The stepper at the top provides the user a sense of completion and that they are almost done.
2
Progressive accordion component makes this easier to go through, as it collapses and keeps the main content in focus.
3
The information was condensed and reformatted to be less intimidating and easier for the user to navigate.
Two-Factor Authentication
After the user creates their account, we send an OTP to their phone. This was revamped because the legacy one felt outdated.
before
after
1
The stepper at the top provides the user a sense of completion and that they are almost done.
2
Progressive accordion component makes this easier to go through, as it collapses and keeps the main content in focus.
3
The information was condensed and reformatted to be less intimidating and easier for the user to navigate.
Testing the New Flow
I set up a bunch of usability tests using Lookback. I ran both moderated and unmoderated sessions, which basically means I watched some people live as they went through the registration (so I could ask questions and see their reactions in real time), and I let others go through it on their own to get more natural feedback.
During these sessions, I paid close attention to where people got stuck, what confused them, and how smoothly they could get from start to finish. I was especially curious about things like: Did they know what to do next? Was the identity verification step a pain? Did the instructions make sense, or did they just add to the chaos?
To measure whether the redesign was actually working, I tracked a few key metrics:
Completion
We shaved off 32% of the time — huge win.
Completion
We shaved off 32% of the time — huge win.
Bounces
Users were impressed by how much easier the new flow felt, as well as how quick they got through it (in a good way).
Bounces
Users were impressed by how much easier the new flow felt, as well as how quick they got through it (in a good way).
Satisfy
Everybody liked the new flow more. It was also a diverse group of participants (age, tech knowledge, financial knowledge, etc.)
Satisfy
Everybody liked the new flow more. It was also a diverse group of participants (age, tech knowledge, financial knowledge, etc.)
All in all, testing with Lookback gave me a front-row seat to the user experience, and the numbers proved that the new flow wasn’t just prettier — it was actually easier, quicker and more welcoming.
Conclusion
While there’s always more to improve, we’ve learned that a little empathy, a lot of listening, and a willingness to rethink the basics can turn a moment of friction into a moment of trust. I learned a lot through this project and it's my most impactful work to date.
Redesigning the Welcome
Taking on the daunting task of updating the onboarding flow for health & benefits.
Background
Inspira Financial is a company that has two platforms:
Health & Benefits
Retirement & Wealth
It's kind of confusing, but they operate as separate entities. This onboarding flow is focused on the Health & Benefits side, where we have products like Health Savings Accounts (HSA), Emergency Savings Funds (ESF), and more.
For the purposes of this flow, imagine that you are an employee who recently received information from a past employer inviting you to sign up for a Health Savings Account (HSA) or Emergency Savings Fund (ESF). You’re going through the registration process as someone who is new to this system and is following instructions provided by your former employer to get started with your benefits.
North Star
We believed a faster, clearer, more intuitive flow could flip the script. Our goals were ambitious:
Conversion
Boost registration conversion rate by 20%.
Completion
Cut time-to-complete by 25%.
Bounces
Reduce bounces (people abandoning before completion) by 35%.
Satisfy
Improve user satisfaction with the process by looking at feedback.
Problem
Our legacy registration flow was a patchwork—too many steps, too little guidance, and it just felt outdated. There was no clear indication of where the user was in the flow, there were redundant fields that made the pages feel overwhelming, and some things simply didn't make sense.
I traded that patchwork for a clearer path. I wanted the modern registration to feel simple, smart, and quick. By eliminating clutter and providing clear guidance, we've transformed an overwhelming process into one that's refreshingly easy.
before
after
1
Added a clear stepper at the top to inform that user of where they are at and what's to come.
2
Reduced the amount of input fields from 14 to 3.
3
Added quality-of-life updates like password indicators and updated formatting to feel more modern and promote efficiency.
Solution
Our legacy registration flow was a patchwork—too many steps, too little guidance, and it just felt outdated. There was no clear indication of where the user was in the flow, there were redundant fields that made the pages feel overwhelming, and some things simply didn't make sense.
I traded that patchwork for a clearer path. I wanted the modern registration to feel simple, smart, and quick. By eliminating clutter and providing clear guidance, we've transformed an overwhelming process into one that's refreshingly easy.
before
after
1
Added a clear stepper at the top to inform that user of where they are at and what's to come.
2
Reduced the amount of input fields from 14 to 3.
3
Added quality-of-life updates like password indicators and updated formatting to feel more modern and promote efficiency.
Redesign
With these insights in mind, I set out to rebuild the flow from the ground up. My design principles:
Page simplicity: Reduce redundant fields, minimize cognitive load.
Make progress clear: Indicating completion to the user as well as clear instructions.
Improving upon guiding the user through the registration process.
A clear, actionable "what's next" after registration.
Find your account
This is the initial page of the flow — where the user enters some of their personal information so we can locate them and get their account setup process started.
before
after
1
Added the stepper at the top of the page to signify where the user is.
2
Reduced number of fields down.
3
Modernized the design of the page.
Create your account
The next step of the flow — where the user creates their account.
before
after
1
Reduced number of input fields from 14 to 3.
2
Added indicators to signify password requirements and the Online Service Agreement
3
Modernized the design of the page.
Debit Card
In this scenario, a debit card is provided to the user with their welcome letter. They use this debit card to activate their account.
before
after
1
Added a pop-up modal to alert the user that they need their card for the next step.
2
Moved this earlier in the flow because it made the account creation process more successful.
3
Fun graphics that provides an infographic of where to find their required information, as well as modern touches.
Two-Factor Authentication
After the user creates their account, we send an OTP to their phone. This was revamped because the legacy one felt outdated.
before
after
1
Separate boxes for each number.
2
Clear indicator when the user inputs their number.
3
CSS styling to automatically move the text input forward.
Two-Factor Authentication
After the user creates their account, we send an OTP to their phone. This was revamped because the legacy one felt outdated.
before
after
1
The stepper at the top provides the user a sense of completion and that they are almost done.
2
Progressive accordion component makes this easier to go through, as it collapses and keeps the main content in focus.
3
The information was condensed and reformatted to be less intimidating and easier for the user to navigate.
Testing the New Flow
I set up a bunch of usability tests using Lookback. I ran both moderated and unmoderated sessions, which basically means I watched some people live as they went through the registration (so I could ask questions and see their reactions in real time), and I let others go through it on their own to get more natural feedback.
During these sessions, I paid close attention to where people got stuck, what confused them, and how smoothly they could get from start to finish. I was especially curious about things like: Did they know what to do next? Was the identity verification step a pain? Did the instructions make sense, or did they just add to the chaos?
To measure whether the redesign was actually working, I tracked a few key metrics:
Completion
We shaved off 32% of the time — huge win.
Bounces
Users were impressed by how much easier the new flow felt, as well as how quick they got through it (in a good way).
Satisfy
Everybody liked the new flow more. It was also a diverse group of participants (age, tech knowledge, financial knowledge, etc.)
All in all, testing with Lookback gave me a front-row seat to the user experience, and the numbers proved that the new flow wasn’t just prettier — it was actually easier, quicker and more welcoming.
Conclusion
While there’s always more to improve, we’ve learned that a little empathy, a lot of listening, and a willingness to rethink the basics can turn a moment of friction into a moment of trust. I learned a lot through this project and it's my most impactful work to date.