Redesigning Brim Financial's Onboarding Flow
Redesign Brim Financial's onboarding flow for both iOS and Android to provide a better on-boarding experience to its users and increase new sign-ups.
Virtual Classroom
Brim Financial
Top Hat
The Problem
- No education in the current onboarding process to help users learn key functionalities of the app.
- Many users were left not understanding how to perform vital tasks. (such as redeeming points)
- As users must be approved Brim card members to log into the app, there wasn’t any funnel for non-Brim card member to begin their application. (How could we use this as an opportunity to help drive sign-ups?)
- In the old onboarding process, users were dumped directly into the dashboard without any introduction on how to get started – the onboarding was non-existent!
A look at our competitors
We did a quick dive into how some of our competitors were tackling their user-onboarding and found a great deal of inspiration from N26, Weathsimple & Hopper! Although we didn’t have an account with N26, we were still able to start the application process directly from the app and explore some of the key benefits to banking with N26. One particular thing I like about this one was their clear CTA button to “Get Started” across each page. This allowed for the user to choose to skip the rest of the onboarding pages whenever they wanted! Wealthsimple had a similar approach to their onboarding prior to login where users could see core features of the app explained in a very sleek scrolling animation. Hopper had a really interesting approach with on-screen tooltips and tutorials to guide users to completing a goal to add in their first trip.
From this research, we felt that we wanted our onboarding process to be feature driven and introduce both our iconography and core functionality to our users. We loved the idea of having on-screen tooltips for first time user’s (similar to Hopper), but decided to scale back out initial designs and add in this functionality in the future!
Sketching & Prototyping
With these core features in mind, I started sketching concepts on paper & then transferred my ideas into medium-fidelity wireframes with Sketch.
We decided we wanted to have 2 types of onboarding experiences. The initial onboarding would be more of a marketing opportunity to target new users who have downloaded the Brim app but aren’t yet card members and can’t login to the app. While the second onboarding would be specifically for new Brim cardmember to help guide them through our app and core elements on their initial login.
Final Touches
After many medium-fidelity iterations, we moved onto producing high-fidelity mockups. We played with the idea of lifestyle imagery vs. illustrations and in the end chose to use the lifestyle imagery for the initial more “markety” onboarding & illustrations for the educational screens for card members first logging into the app. We wanted to ensure our cardmembers would properly digest the information being presented to them on first login, and weren’t distracted by the imagery. The marketing series on the app login page also meant completely re-designing our login page. The result was something modern and fresh which completely aligned with the Brim brand!
