A primary challenge of the HelloWallet experience was the volume of data required to provide a meaningful Wellness Score. Many users completed the initial setup but lacked the momentum to engage with the product's deeper financial tools.
To address this, we leveraged behavioral psychology principles—specifically endowed progress and set completion. By implementing a checklist experience, we gave users a sense of momentum, enticing them to complete their profiles and providing a more accurate baseline for their financial health.
Leveraging the "endowed progress" effect to drive profile completion.
We further optimized the flow by replacing the final data-gathering step with a "goal choice" moment. This allowed users to springboard directly into the most relevant section of the app based on their immediate financial priorities.
Strategic Contributions:
- Identified friction points where users abandoned the flow after the initial first-time experience.
- Rapidly prototyped a "springboard" goal selection tool to provide immediate value post-onboarding.
- Utilized in-product data from goal choices to prioritize the product roadmap for the KeyBank ecosystem.
- Redesigned lock screens and authentication patterns to align with contemporary brand standards.
Outcomes:
- Increased user engagement immediately following the first-time user experience.
- Higher percentage of completed profiles, leading to more accurate Wellness Scores.
- Provided in-branch wellness partners with focused conversation starters based on user goal data.