Start Managing Finances with Ease: Optimize the Financial Account Linking Process to Increase Active Member Numbers.
Timeline
2 Months (2021/10)
Role
Competitor Analysis
Funnel Analysis
Statistical Analysis
Feature Planning
Quality Assurance
Goal
Activation
With
UI Designer
Engineering Team
Overview
Since account linking is the gateway to realizing Moneybook’s value, optimizing this flow became essential to improve user retention.
To help new users quickly experience the core value of Moneybook, I focused on improving the account linking process — a key step toward unlocking personalized financial insights.
Data showed that some users churned after their first session, suggesting that the linking flow failed to clearly demonstrate product value. I conducted funnel analysis to identify major drop-off points, and benchmarked onboarding flows from similar products to gather best practices.
Based on these findings, I redesigned the linking experience by providing clearer instructions, real-time feedback, and adding financial institution logos to enhance trust. These improvements led to higher user willingness to complete account linking and increased the average number of linked accounts per user.
Problem
Low account linking completion led to a slower increase in activated users, limiting the product’s growth potential.
My Role
Turned insights into actionable tactics to improve onboarding conversion.
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Analyzed onboarding conversion data to uncover key drop-off points.
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Benchmarked similar products to identify effective account linking tactics.
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Prioritized features based on impact and feasibility (“must have” vs. “nice to have”).
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Authored detailed product specs to align design and engineering.
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Tracked performance post-launch and made trade-offs based on results.
Insights from the Similar Products
"Clarity" and "Trust" are key to encouraging users to link financial accounts.
Insights from the Funnel Analysis
Security concerns and lack of guidance discourage users from linking financial accounts.
How did I Apply Insights?
Reducing user friction at the “Enter Bank Login Info” step.
![[Orifinal] 輸入登入資訊頁](https://static.wixstatic.com/media/19d239_bdb90dec072c4b559b21a2120c24b1a3~mv2.png/v1/fill/w_309,h_600,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BOrifinal%5D%20%E8%BC%B8%E5%85%A5%E7%99%BB%E5%85%A5%E8%B3%87%E8%A8%8A%E9%A0%81.png)
![[New] 輸入登入資訊頁](https://static.wixstatic.com/media/19d239_4b7175fb76a14d038b3b8e481a731d03~mv2.png/v1/fill/w_309,h_600,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BNew%5D%20%E8%BC%B8%E5%85%A5%E7%99%BB%E5%85%A5%E8%B3%87%E8%A8%8A%E9%A0%81.png)
Adding financial institution logos to enhance trust.
Provide a link to the bank’s login page so users can verify their account credentials before linking.
Include a “Forgot Password” link to help users recover their credentials and reduce anxiety if they can’t log in.
Improving the account-linking process to increase user clarity and control.
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Introduced real-time sync progress indicators to give users a sense of control and transparency.
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Prompted users without notification permissions to enable push alerts, ensuring they’re informed when syncing completes.
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Added clear call-to-actions for failure cases to guide users through troubleshooting steps.
