Business Analysis · Product Management · UI/UX
Account & Auth Redesign
Role
Project Manager & Business Analyst — end-to-end owner
Timeline
2024 – 2026
Team
Cross-functional team of 3–8 (engineering, design, stakeholders)
Domain
FinTech / Investment Banking
Methods and Tools
Agile, Figma, requirements analysis, stakeholder workshops, prototyping
~1,000
Investors onboarded
1st
Compliance review passed
1–2
Sessions to sign-off
Overview
Account creation and password reset were the weakest part of the investment platform. I ran the discovery, owned the prioritization, and designed the replacement flows myself — translating KYC, GDPR and strong-authentication requirements into flows the client's compliance team approved on first review, now live for roughly 1,000 onboarded investors.
The Problem
Account creation and password reset generated more inbound support volume than any other part of the platform. Users dropped out mid sign-up, and many who completed it could not get back in afterwards.
The cost was concrete: a support team spending its week resetting passwords instead of solving real problems, and a measurable share of new users lost before they ever reached the product. The flows had been built incrementally by different teams, so no one owned them and there was no agreed definition of what good looked like.
My Approach
I mapped the existing flows end to end and pulled the support ticket categories to find where volume actually clustered, rather than where we assumed it did. That produced a ranked list of real failure points instead of opinions.
I translated those findings into clear requirements and prioritized them against effort with engineering. I deliberately deferred a full identity-provider migration that would have tripled scope for a marginal gain, and established a design-first rule: stakeholders validate the Figma prototype before any code is written.
The Design
I designed the replacement sign-up and password reset flows. Sign-up was collapsed into fewer, clearer steps with inline validation, so a user learns about an error at the field rather than after submitting the form.
Password reset was rebuilt around a single obvious entry point with explicit feedback at every step. The old flow left people unsure whether the email had actually been sent, which was the single biggest driver of repeat tickets.
The key trade-off: I kept the existing authentication backend instead of migrating providers. The redesign shipped in weeks rather than quarters, and the measurable win arrived while it still mattered.
Impact
The onboarding and security flows were approved by the client’s compliance team on first review and went live for roughly 1,000 onboarded investors. Each feature reached final sign-off within one or two feedback sessions, rather than the open-ended review cycles the team ran before.
The broader result was organizational. The design-first workflow introduced here became the default for later projects, cutting development rework across the team.
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