Skip to content
Case Studies

Building UX first for Map My Plan

Narrate this article
Building UX first for Map My Plan
0:52

Map My Plan is an Australian fintech start-up providing robotised financial guidance. Their mission is to help people achieve financial freedom without the jargon or high barriers to entry of traditional advice.

The problem

Onboarding was clunky. While Map My Plan needed to capture detailed financial information to provide accurate advice, the old process was too lengthy and overwhelming. Users dropped off before completing their profiles, limiting engagement and reducing the platform’s impact.

 

Problem 1:

The financial advice industry requires significant detail, but the old onboarding process bombarded users with lengthy forms upfront. This led to ‘form shock’, longer completion times, and a higher risk of drop-offs before users ever reached the value of the product.

Problem 2:

The process wasn’t just overwhelming—it was inefficient. Users had to work through fields that weren’t always relevant, making onboarding time-consuming and inconsistent. For a digital-first platform, this created unnecessary friction and weakened first impressions.

The Solution

Engaging.io redesigned Map My Plan’s onboarding process by combining best practice UX, streamlined UI, and complex back-end engineering. The result: a simplified, conversational flow that collected more data with fewer fields, backed by a dynamic relational database that adapts to user input.

The Strategic Plan
The Implementation
Simplify Without Compromise
  • Strip onboarding down to essentials, surfacing only the most relevant questions per stage.
Simplify Without Compromise
Simplify Without Compromise
  • Strip onboarding down to essentials, surfacing only the most relevant questions per stage.
Make It Human and Mobile-Friendly
Make It Human and Mobile-Friendly
  • Redesign the UI to feel like a natural conversation, optimised for mobile-first behaviour.
Connect the Journey End-to-End
Connect the Journey End-to-End
  • Ensure all onboarding data dynamically routes through the platform, reducing duplication and manual effort.
The Implementation

We started with user research and extensive testing to identify pain points. UX updates focused on choice architecture, ensuring only relevant questions appeared at the right stage. The dashboard was simplified to highlight progress and recommended goals.

The UI was rebuilt to reduce friction, presenting one question at a time with a clear progress bar. This created a conversational, mobile-friendly experience that felt less like paperwork and more like a guided journey.

On the development side, our team re-coded the entire onboarding and goal-setting process using dynamic routing principles. The system became a true relational database—routing user data where it was needed, hiding redundant fields, and surfacing additional steps only when relevant.

The Impact and Results

The redesigned onboarding process delivered results that were as impactful as they were measurable:

  • 30% reduction in average onboarding time, improving user adoption rates.

  • More relevant data captured compared to the previous process.

  • 12% reduction in fields required per financial goal, making the journey smoother.

  • Stronger product marketability, with positive user feedback and new corporate interest.

Map My Plan now offers a faster, friendlier, and smarter onboarding journey that balances UX simplicity with the rigour of financial advice.

Related Case Studies

Get in touch, We love to talk