NestWealth

Transforming investor onboarding

Our team was tasked with improving a fragmented, error-prone experience that caused a high client drop-off rate and slow advisor workflow. I collaborated closely with a project manager and three engineers throughout a three-month sprint to reimagine the onboarding journey with a user-centered mindset.

Product

Nest Wealth Pro

Role

Product Designer

Team

PM, Eng, Stakeholders

Duration

3 Months

App Screen with open sidebar
App Screen with open sidebar
App Screen with open sidebar

Problem

Friction in the first mile

The existing onboarding process was a major bottleneck for our users. It was inefficient, fragmented, and prone to manual errors, which eroded trust during critical client setup moments.

Our internal metrics painted a clear picture of the friction advisors faced:

  • 45 minutes average time-to-onboard

  • 3.2 errors averaged per onboard

  • 22% client drop-off rate

  • 55% satisfaction rate

Objectives

How do we define success?

Our primary goal was to improve the onboarding experience by streamlining the workflow to view and manage assets collectively. We needed to find a better way to facilitate the advisor's job, not just patch the UI.

Key metrics

  • Reduce time-to-onboard

  • Reduce client drop-off rate

  • Reduce onboarding errors

  • Increase advisor adoption

Discovery

Empathizing with advisors 

We began by understanding user needs, wants, and pain points through deep-dive research. We needed to understand why the current system did not align with advisors' workflows and why it caused productivity slowdowns.

Key insights

Fatigue: 
The lengthy onboarding process often led to the abandonment of account setups before completion

Redundancy: 
Advisors frequently inputted the exact same information across separate accounts, which made the process incredibly slow.

Discovery

The user journey

Mapping the Experience We mapped the end-to-end journey to visualize how users started their research, created financial plans, and onboarded investors. This artifact helped us identify opportunities and pain points across phases of the journey.

Critical friction points

Onboarding:
Redundant data entry and onboarding length

Account Setup:
Missing documents and a fragmented workflow led to compliance issues.

Management:
Advisors lacked a holistic view of financials and struggled to track family accounts.

Ideation

Validating early concepts 

We prioritized several solutions and moved quickly into testing. We conducted moderated remote usability tests with 10 financial advisors, lasting 30-45 minutes each, to validate our assumptions before committing to code.

Design

Participant management

We minimized the fragmented nature of creating multiple accounts by using accordion UI patterns, dialogues, modals, and tooltips. This kept users on a single screen rather than bouncing between multiple browser tabs, significantly reducing cognitive load.

Outcome

Measurable impact

We successfully launched the new Nest Wealth Pro with household management and streamlined compliance features. The results demonstrated the tangible benefit of aligning research-driven insights with user-focused solutions.

Results

  • 40% reduced time-to-onboard

  • 20% reduced errors

  • 45% reduced drop-off rate

  • 30% increased adoption rate