Vivien Kong

Vivien Kong

Vivien Kong

TomoCredit — Onboarding Redesign: From Drop-Offs to Activation

Product Strategy

UX Content

UX Content

Impact

  • +52% increase in activation completion (Q3 2025).

  • −31% drop in setup-related support tickets.

  • ↑ retention and engagement due to improved education during onboarding.

  • Provided leadership with a clear UX framework to scale future feature rollouts.

89%

89%

Completion Rate

Completion Rate

120%

120%

Increase of New Users

Increase of New Users

166%

166%

Lead Conversion Rate

Lead Conversion Rate

Overview
Led a complete redesign of TomoCredit’s onboarding experience to improve user comprehension, trust, and activation rates.
The previous flow caused high friction during application steps and limited clarity around Tomo’s “no credit score required” model.
Through UX simplification, visual hierarchy improvements, and behavioral insights, the new onboarding flow increased Q3 activation by 22% and reduced support tickets related to setup confusion.

Problem
1. Fragmented flow: Users were routed from landing page to email capture and straight to pricing, with no guided product sign-up or freemium entry point, creating unnecessary friction in conversion.
2. Trust deficit: Users struggled to understand or trust how Tomo’s credit system works and often dropped off before completing setup.
3. Lacked progress indicators: The process was one long form: lengthy, visually inconsistent.


Goal
Tomo needed a unified, data-driven onboarding experience that communicated trust, transparency, and simplicity:

  • Improve D0 conversion and net-new revenue

  • Reduce onboarding friction and drop-offs

  • Align onboarding, pricing, and checkout into a cohesive funnel

  • Balance monetization with long-term trust and clarity


Process

1. Research & Data Analysis

  • Analyzed GA4 funnel data and session recordings to identify major drop-off points.

  • Conducted user surveys and support ticket reviews revealing confusion around “no credit check” logic and linked account permissions.

Overview
Led a complete redesign of TomoCredit’s onboarding experience to improve user comprehension, trust, and activation rates.
The previous flow caused high friction during application steps and limited clarity around Tomo’s “no credit score required” model.
Through UX simplification, visual hierarchy improvements, and behavioral insights, the new onboarding flow increased Q3 activation by 22% and reduced support tickets related to setup confusion.

Problem
1. Fragmented flow: Users were routed from landing page to email capture and straight to pricing, with no guided product sign-up or freemium entry point, creating unnecessary friction in conversion.
2. Trust deficit: Users struggled to understand or trust how Tomo’s credit system works and often dropped off before completing setup.
3. Lacked progress indicators: The process was one long form: lengthy, visually inconsistent.


Goal
Tomo needed a unified, data-driven onboarding experience that communicated trust, transparency, and simplicity:

  • Improve D0 conversion and net-new revenue

  • Reduce onboarding friction and drop-offs

  • Align onboarding, pricing, and checkout into a cohesive funnel

  • Balance monetization with long-term trust and clarity


Process

1. Research & Data Analysis

  • Analyzed GA4 funnel data and session recordings to identify major drop-off points.

  • Conducted user surveys and support ticket reviews revealing confusion around “no credit check” logic and linked account permissions.

2. Journey Mapping & Information Architecture

  • Created a new onboarding journey map covering pre-sign-up education → KYC verification → first payment setup.

  • Reduced total user actions from one long form into 5 steps/ 5 screens, introducing progressive disclosure and auto-filled states.

  1. UX & Visual Design

  • Built a cohesive design system for onboarding components (cards, modals, checklists).

  • Introduced a “trust layer” using verified partner logos, FDIC security badges, and humanized illustrations.

  • Added step indicators and contextual microcopy explaining the “why” behind each data request.

  1. Engineering Collaboration

    • Partnered with engineers to implement real-time form validation and session persistence (so users could resume onboarding).

    • Integrating TU 2FA

    • Coordinated design QA across mobile and web environments.

  1. Launch & Optimization

  • Launched A/B test for the new flow on Sep 25, 2025.

  • Monitored GA4 and Firebase event funnels for post-activation behavior.

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vivienkong.x@gmail.com

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