Conversion funnel

After shipping the MVP of Ellevest, a goal-based digital investment platform for women, I conducted a user research campaign to gather initial product feedback. Patterns began to emerge in the users' pain points, especially during the conversion funnel.

I began my design explorations with wireframes and tested variations of the funding flow. I iterated on the most successful prototype incorporating feedback, and collaborated with Product and Engineering through development. The updated flow launched in the fall of 2016.