Challenge 

Prospective clients interested in using AxiCorp’s FX trading platform faced a cumbersome
and confusing onboarding process, resulting in a high dropout rate.

Approach

Working with another product designer, we led the UX and UI aspects of the project.
Through an initial phase of experience definition, we engaged directly with clients and
call center staff to identify key pain points in the signup process. By adopting a user-centered
design approach and leveraging the flexible components of the Salesforce Communities platform,
we developed an intuitive interface to streamline signup.

Outcome

The redesigned signup process has significantly reduced onboarding time from 29 minutes to
under 13 minutes. This improvement has led to a notable 112% increase in conversions within
six months of launching the site.

Deliverables

• • User testing and research workshop documentation and playback
• • Detailed end to end wireframes
• • High fidelity UI design and interaction prototype
• • Design to developer handoff document
• • Creative QA integrated on top of development testing
• • UI Kit