26%→61%
Onboarding completion rate
Savings helps members reach their financial goals and gives them a reason to keep using Dave. I led the redesign and expanded the project scope to get more members opening, funding, and using their savings accounts.
Lead Product Designer
Redesign
Product Strategy, End-to-End Design, User Testing
Mobile App
Only 26% of members who started savings onboarding opened an account, and those who did weren't using their accounts.
Increase savings account openings and get members to use their accounts more.
Originally, the project started as a high-yield interest feature. As I started looking at the existing savings funnel, I realized there was a bigger problem. Only 26% of members who started savings onboarding opened an account, and those who did weren’t using their accounts much. If members couldn’t open an account, the rest wouldn’t matter.
I started by creating a simplified onboarding concept and used it to expand the project scope to the broader savings experience- onboarding, funding, and then the original interest feature.
During onboarding, 57% of members dropped off when creating a savings goal. They had to choose a name, image, and target amount before they could even open an account. I wanted to remove the feature from the experience since members didn’t use it much. However, the way the account was originally built made that out of scope.
Instead, I removed it from onboarding. I autocreated a default goal that shows up after they open an account. Now, the feature shows up in the right part of the journey.
Goal creation added too many steps to onboarding.
A default goal now shows up after onboarding, reducing friction.
Next, I focused on making it easy for members to add money, track their progress, and keep using their savings account over time.
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26%→61%
Onboarding completion rate
2.6x
Increase in accounts opened
3.6x
Growth in savings funding
