We stripped back and simplified the user experience, this would help to focus on the core proposition of Finmo, understanding tax liabilities. We also changed the colour palette and messaging to evoke feelings of trust and reliability, as users were entering sensitive information. It was paramount that the app felt secure and trustworthy. We also added familiar elements inspired from other major fintech and banking apps, and used Intercom for further support.
This, plus removing all unnecessary distractions really paid dividends, as not only did it reduce user friction, but more importantly onboarding drop offs were reduced substantially. The data showed an improvement of 40%!