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.
User Research, UX Design, Visual Design, Responsive Web
Initial sketches
Wireframes of old and new conversion funnels
Old funding flow
New goal selection and goal checkout pages
Mobile