Objective: Redesign the sign-up and onboarding experience to create a seamless, secure, and welcoming journey for new users, balancing user trust, simplicity, and regulatory compliance.
Duration: 4 Weeks
Role: Lead Product Designer (UX/UI)

Context
SecondSTAX’s mission to empower investors across Africa required an onboarding experience that could overcome users' apprehension about investing while addressing stringent security and compliance requirements. The existing design felt cluttered, impersonal, and intimidating—leading to user drop-offs and incomplete sign-ups.
The Problem: Insights from the Old Design
The initial onboarding process presented several challenges:
Overwhelming Layouts: Multiple input fields crowded a single screen, making the process visually overwhelming and cognitively demanding.
Generic Branding: Limited use of SecondSTAX’s visual identity created an impersonal experience, weakening user trust.
Error Messaging: Harsh, red-dominated error states discouraged users instead of guiding them forward.
Inconsistent Tone: A mix of casual and formal language led to a fragmented user experience.
Underutilized Opportunities: Value propositions were not highlighted, leaving users unaware of the platform’s unique benefits.
Research & User Testing
Understanding the User
We developed a persona, Adwoa, to represent the primary audience:
Motivations: A young professional, excited yet cautious about making her first investments.
Pain Points: Distrust of long forms, anxiety over data security, and difficulty navigating unfamiliar processes.
Needs: A clear, supportive, and trustworthy process that builds her confidence in the app’s value.
Mapping the User Flow
With Adwoa’s persona guiding our decisions, we mapped a comprehensive user flow to identify key steps, potential roadblocks, and opportunities to enhance the experience. This flow ensured we covered every interaction—from the splash screen to onboarding completion.
Key Flow Stages:
Splash Screen: Sets the tone for a professional and secure experience with clean branding.
Onboarding Carousel: Educates users on the app’s value propositions (e.g., access to African exchanges, easy trading).
Includes a “Skip” option for experienced or returning users.
Decision Point: Offers users a choice between signing up or signing in, catering to new and returning users.
Sign-Up Flow:
Progressive steps include account creation, OTP verification, and broker selection.
Structured to minimize user effort while ensuring compliance with regulatory requirements.
Onboarding Steps:
Captures personal details, password creation, PIN setup, and biometric enablement.
Ensures a personalized and secure experience without overwhelming users.
Returning User Login Flow:
Multiple secure options (email/password, OTP, PIN, or biometrics) offer flexibility.
Error and Recovery:
A dedicated password reset flow ensures users can regain access easily and builds trust.
This structured flow highlighted all necessary touchpoints, ensuring a seamless experience and providing clarity on which screens to design.
A/B Testing the New Designs
To ensure the redesign met user needs, we created multiple variations of the new onboarding flow and conducted A/B tests using tools like Maze. Five layout variations (A through E) were tested for usability, aesthetics, and user satisfaction.
Key Findings:
Layout E Favored Most: Users preferred the version featuring:
Prominent SSX branding and logo.
Bottom-aligned CTAs for one-handed use.
Minimal visual clutter.
A welcoming, clean look with options like “Skip.”
Importance of Button Placement: Testers emphasized the need for login and sign-up buttons to be close to each other and easily reachable.
Clarity and Simplicity: Clean layouts without excessive elements or navigation bars were most appreciated.
Modern Design Elements: Visual touches like subtle fade-in effects and bold, clean typography contributed to trust and engagement.
One-Handed Operation: Testers using one hand found bottom-aligned controls crucial for comfort and usability.
The Redesign: A Story-Driven Approach
Crafting the First Impression
Goal: Instantly build trust and communicate the app’s value.
Welcome Screen: We prominently displayed the SecondSTAX logo with dual CTAs (“Log In” and “Sign Up”) bottom-aligned for thumb accessibility. The clean design reinforced professionalism and trust.
Onboarding Carousel: Optional onboarding slides introduced users to the app’s key benefits:
“Set up an account & start trading within days.”
“Invest in Africa’s largest companies.”
“Access multiple African exchanges via one platform.”
Simplifying Sign-Up
Goal: Break down complex tasks into manageable steps.
Email and Activation Code:
Combined fields for email input, activation code, and broker selection on one screen.
Clear placeholders and error feedback minimized user confusion.
Phone Verification:
A searchable dropdown allowed users to select their country code quickly.
Segmented OTP fields with a countdown timer and a “Resend code” option enhanced clarity and usability.
Password Creation:
A password strength meter provided real-time feedback, encouraging secure choices while simplifying the task.
Onboarding for Personalization
Goal: Transition from a generic process to a personalized experience.
User Name Collection:
Conversational headers (“What’s Your Name?”) created a friendly and inviting tone.
Large, tappable input fields ensured accessibility.
Push Notifications:
A visual prompt explained the benefits of enabling notifications (“Real-time trade updates”), helping users feel in control.
PIN Creation:
A two-step process for creating and confirming a PIN reduced errors while maintaining security.
Biometric Setup:
Devices supporting Face ID prompted users to enable it for added convenience and security.
Clear visual feedback ensured users understood the outcome of the biometric setup.
Returning User Flow
Goal: Make re-entry seamless and secure.
Email/Password or PIN:
Users could log in using their full credentials or PIN for quicker access.
Biometric Login:
For users with Face ID enabled, re-entry required only a glance, delivering a premium experience.
Reflections and Next Steps
What Went Well
Iterative Design: Regular testing ensured that user needs remained at the forefront of every decision.
Visual Simplicity: Minimalist, step-by-step screens made the process approachable and intuitive.
Enhanced Trust: Consistent branding and security measures built confidence among users.
Areas for Improvement
Educational Tooltips: Adding tooltips for broker selection and KYC requirements could further reduce confusion.
Localization: Expanding support for multiple languages and currencies will cater to diverse African markets.
Social Proof: Incorporating user testimonials or trust badges during onboarding could further reinforce credibility.
Conclusion
The SecondSTAX onboarding redesign transformed a once-daunting process into an intuitive, user-centered journey. By balancing trust, simplicity, and compliance, the new flow empowers users like Adwoa to confidently take their first steps into African investing.
This project demonstrates the impact of thoughtful, iterative design in solving real user challenges while elevating a brand’s credibility and user experience.