Client's Testimonial

"The Developers.dev team fundamentally changed how we think about our user experience. They didn't just deliver mockups; they delivered a strategy. The 60% increase in user activation speaks for itself. They are an indispensable part of our product's success."

Mark Johnson, Chief Product Officer

Client Overview

Our client is a US-based, Series B FinTech company providing a complex financial analytics and reporting platform for enterprise customers. With a powerful feature set, they were struggling with a critical business problem: a steep learning curve for new users. Their onboarding process was a simple product tour that failed to connect features to user goals, leading to low activation rates and high early-stage churn.

They needed more than a visual refresh. They needed a strategic design partner to transform their onboarding from a passive tour into an interactive, value-driven experience that would get users to their "aha!" moment as quickly as possible.

Problem

Despite having a best-in-class product, fewer than 20% of new trial users were completing the key setup actions required to see the platform's value. This low activation rate was a major bottleneck for converting trial users to paid customers, directly impacting revenue growth.

Key Challenges

Information Overload

The existing interface presented too many options at once, overwhelming new users.

Lack of Context

The product tour showed what features did, but not why a user should care about them.

One-Size-Fits-All Approach

The onboarding was identical for all user roles (analysts, managers, admins), despite their different needs.

No Measurement

The client had no analytics in place to track where users were dropping off in the onboarding flow.

Our Solution

Developers.dev deployed a dedicated UI/UX POD consisting of a UX Strategist, a UX Researcher, and a UI Designer. Our approach was to replace the generic product tour with a personalized, action-oriented onboarding experience.

🛣️ Role-Based Onboarding Paths

We designed unique onboarding flows tailored to the three primary user personas, focusing only on the features and actions relevant to their specific jobs-to-be-done.

✅ Interactive "Learn by Doing" Checklists

We replaced passive tooltips with an interactive checklist that guided users through setting up their first report, connecting a data source, and inviting a team member-the key activation events.

💡 Contextual Guidance & Empty States

We redesigned empty dashboards to include helpful prompts and sample data, showing users the potential of the platform and guiding their next steps.

📊 Analytics & Instrumentation Plan

We worked with their developers to define and implement key event tracking using Mixpanel, allowing us to measure the impact of our changes and identify areas for future iteration.

Implementation and Execution

Phase 1 (Weeks 1-2)

Deep dive discovery, stakeholder interviews, and user interviews with recent sign-ups.

Phase 2 (Week 3)

UX research synthesis, persona development, and journey mapping of the existing and proposed flows.

Phase 3 (Weeks 4-5)

Low-fidelity wireframing and prototyping of the new role-based flows.

Phase 4 (Week 6)

Usability testing of the wireframe prototypes with 10 target users to validate the new approach.

Phase 5 (Weeks 7-8)

High-fidelity UI design and creation of a component-based design system for the new onboarding screens.

Phase 6 (Weeks 9-10)

Close collaboration with the client's engineering team for a seamless handoff, including detailed design documentation and a live style guide.

Positive Outcome

📈 60% Increase in User Activation

The percentage of new users completing the three key setup actions within their first 7 days jumped from 18% to 29%.

⏱️ 35% Reduction in Time-to-Value

The average time it took for a new user to create their first meaningful report was reduced from 4 hours to 2.6 hours.

📉 50% Decrease in Onboarding-Related Support Tickets

The clarity of the new flow dramatically reduced user confusion and the burden on their customer support team.

💰 15% Uplift in Trial-to-Paid Conversion

The higher activation rate directly translated into a significant increase in the number of trial users converting to paying customers.

Positive Outcomes of FinTech UX Overhaul

Why Choose Us

🤝 Strategic Partnership

We acted as product strategists, not just designers.

🔬 Data-Driven Approach

Our decisions were based on user research and analytics.

🌟 Industry Expertise

We understood the nuances of B2B FinTech SaaS.

🔗 Seamless Integration

Our POD model worked as an extension of their team.

🧠 Full-Funnel Thinking

We connected UX improvements to core business metrics like revenue.

✅ Verifiable Process

Our structured process ensured no detail was missed.

⚙️ Scalable Design System

We delivered assets that would accelerate future development.

💬 Proactive Communication

The client was always informed and involved.

💲 Focus on ROI

We were obsessed with delivering a measurable return on their investment.

Conclusion

By shifting the focus from feature education to value realization, Developers.dev helped the client fix the most critical leak in their growth funnel. This case study demonstrates that strategic UI/UX is not a cosmetic enhancement but a powerful lever for driving core business metrics in a competitive SaaS market.

How a Data-Driven UX Overhaul Increased New User Activation by 60% for a FinTech SaaS Platform

Industry FinTech