We redesigned a lengthy, unorthodox and often clumsy financial onboarding flow. Prospects were bombarded with a linear array of personal financial health questions. The capture data made product recommendations. Our reimagined experience was an example of breaking the rules. Placing customer's needs, wants and desires first.
Role: Content Strategy Lead // Copywriter
Original screen to screen intake.
Built on a Progressive Web Application, each interaction became more personal and ownable. We reimagined the flow with a conversational interface.