/ Company
/ Company
/ Company
Novo
Novo
Novo
/ Role
/ Role
/ Role
Lead Product Designer
Lead Product Designer
Lead Product Designer
/ Date
/ Date
/ Date
2025-Present
2025-Present
2025-Present
Welcoming
Welcoming
Welcoming
Welcoming
small
small
small
small
Businesses
Businesses
Businesses
Businesses
[1]
[1]
[1]
/ About Novo
/ About Novo
/ About Novo
Novo provides banking tools for small businesses. The first stop on their journey to better banking involves signing up and applying for a Novo checking account. With new systems, processes, and user insights, we evolved new user onboarding into a welcoming experience.
Novo provides banking tools for small businesses. The first stop on their journey to better banking involves signing up and applying for a Novo checking account. With new systems, processes, and user insights, we evolved new user onboarding into a welcoming experience.
Novo provides banking tools for small businesses. The first stop on their journey to better banking involves signing up and applying for a Novo checking account. With new systems, processes, and user insights, we evolved new user onboarding into a welcoming experience.
/ Unserserved market
/ Unserserved market
/ Unserserved market
Traditional banks have long overlooked small businesses, offering products designed for enterprise customers. With over 33 million small businesses in the United States, there's a massive opportunity to serve this market with purpose-built financial tools that understand their unique needs.
Traditional banks have long overlooked small businesses, offering products designed for enterprise customers. With over 33 million small businesses in the United States, there's a massive opportunity to serve this market with purpose-built financial tools that understand their unique needs.
Traditional banks have long overlooked small businesses, offering products designed for enterprise customers. With over 33 million small businesses in the United States, there's a massive opportunity to serve this market with purpose-built financial tools that understand their unique needs.
/ Hurdle
/ Hurdle
/ Hurdle
It's not hard to create more value than the large banks, but it's hard to challenge their reputation in the market to encourage change. Building trust that we offer tools that help small businesses succeed starts as soon as they engage with the Novo brand, and continues throughout their experience using the tool.
It's not hard to create more value than the large banks, but it's hard to challenge their reputation in the market to encourage change. Building trust that we offer tools that help small businesses succeed starts as soon as they engage with the Novo brand, and continues throughout their experience using the tool.
It's not hard to create more value than the large banks, but it's hard to challenge their reputation in the market to encourage change. Building trust that we offer tools that help small businesses succeed starts as soon as they engage with the Novo brand, and continues throughout their experience using the tool.
/ Oppertunities
/ Oppertunities
/ Oppertunities
An existing onboarding application was slow, disorganized, and performing poorly in several key areas. After teardowns and digging into the analytics further, these 3 key goals stood out.
An existing onboarding application was slow, disorganized, and performing poorly in several key areas. After teardowns and digging into the analytics further, these 3 key goals stood out.
An existing onboarding application was slow, disorganized, and performing poorly in several key areas. After teardowns and digging into the analytics further, these 3 key goals stood out.
/ Flow structure
/ Flow structure
/ Flow structure
We began reordering the flow by stripping unnecessary inputs, building in automatic decisioning, and rearranging the input collection into an intentional sequence.
We began reordering the flow by stripping unnecessary inputs, building in automatic decisioning, and rearranging the input collection into an intentional sequence.
We began reordering the flow by stripping unnecessary inputs, building in automatic decisioning, and rearranging the input collection into an intentional sequence.
/ BUILDING Trust
/ BUILDING Trust
/ BUILDING Trust
We encouraged momentum by including testimonials to show user proof, adding checkpoints to set expectations, and concisely articulating why we're collecting certain information to ensure data security.
We encouraged momentum by including testimonials to show user proof, adding checkpoints to set expectations, and concisely articulating why we're collecting certain information to ensure data security.
We encouraged momentum by including testimonials to show user proof, adding checkpoints to set expectations, and concisely articulating why we're collecting certain information to ensure data security.
/ Delivery
/ Delivery
/ Delivery
Our design system powers AI tools to generate high-fidelity designs and production-ready code with minimal input. By anchoring AI tools in structured tokens, components, and patterns, we unlock fast, accurate, and scalable workflows.
Our design system powers AI tools to generate high-fidelity designs and production-ready code with minimal input. By anchoring AI tools in structured tokens, components, and patterns, we unlock fast, accurate, and scalable workflows.
Our design system powers AI tools to generate high-fidelity designs and production-ready code with minimal input. By anchoring AI tools in structured tokens, components, and patterns, we unlock fast, accurate, and scalable workflows.
/ Philosophy
/ Philosophy
/ Philosophy
A design system is only as useful as the processes it's a part of. After many interviews and iterations, we harmonized under these 3 product design discipline principles and aimed to exemplify their application through the onboarding workflow.
A design system is only as useful as the processes it's a part of. After many interviews and iterations, we harmonized under these 3 product design discipline principles and aimed to exemplify their application through the onboarding workflow.
A design system is only as useful as the processes it's a part of. After many interviews and iterations, we harmonized under these 3 product design discipline principles and aimed to exemplify their application through the onboarding workflow.
/ Shipped
/ Shipped
/ Shipped
We deployed the first version of the revised onboarding experience to an increasing percentage of new applicants to track performance.
We deployed the first version of the revised onboarding experience to an increasing percentage of new applicants to track performance.
We deployed the first version of the revised onboarding experience to an increasing percentage of new applicants to track performance.
Drag →
Drag →
/ Testing
/ Testing
/ Testing
Monitoring page drop-off and approved applications has allowed us to iterate and modify the moduler experience.
Monitoring page drop-off and approved applications has allowed us to iterate and modify the moduler experience.
Monitoring page drop-off and approved applications has allowed us to iterate and modify the moduler experience.
/ Outcome
/ Outcome
/ Outcome
While we continue to improve the onboarding application, we're already seeing statistically significant faster applications and increased auto decisioning.
While we continue to improve the onboarding application, we're already seeing statistically significant faster applications and increased auto decisioning.
While we continue to improve the onboarding application, we're already seeing statistically significant faster applications and increased auto decisioning.
/ Reflection
/ Reflection
/ Reflection
More early research and testing would've resulted in stronger initial recommendations, but this workstream became an exercise in rapid delivery, which I think created a team with an appetite to explore mroe ideas.
More early research and testing would've resulted in stronger initial recommendations, but this workstream became an exercise in rapid delivery, which I think created a team with an appetite to explore mroe ideas.
More early research and testing would've resulted in stronger initial recommendations, but this workstream became an exercise in rapid delivery, which I think created a team with an appetite to explore mroe ideas.
