top of page

Hub and Spoke: Rethinking 
Enrollment flows

How do you streamline product onboarding while balancing compliance, conversion, and user trust?

23%

Increase in task
completion rate

45%

reduction in queries
related to tasks

27%

Improvement in understandability

7C80086C-F60E-47D1-981D-D9143DFC3063.png

The Challenge

  • Onboarding flows were long (~30 steps) and rigid.

  • Users often got stuck at a step where they didn’t have the required details, leading to frustration and abandonment.

  • Nearly 60% of users dropping off mid-journey.

  • Inconsistent UX across product verticals.

  • Reliance on agents to handle stuck applications added operational costs and delays.

generate_an_icon_showing_a_frustrated_user___worried_about_finances_static.png

The approach

  • Mapped end-to-end journeys across all lending products to identify pain points and redundancies.

  • Partnered with PMs, Engineering, Compliance, and Operations to balance regulatory requirements with user needs.

  • Conducted heuristic audits and user testing to see where and why users dropped off.

  • Prioritized system-level fixes that could improve usability while reducing operational overhead.

The Solution

  • Introduced a hub-and-spoke model so users could jump between sections and return later, instead of getting blocked at a single step.

  • Standardized UX patterns (progress indicators, exception handling, form inputs) across the suite.

  • Created a horizontal design foundation so future products could plug into the system seamlessly.

1.png

Hub
List of tasks not started

2.png

Task
Goes on to finish a task

3.png

Hub
Comes back to the hub 

7.png

State - 
User has a new task

012729A7-C711-4A8E-8BC0-04B2FE885D59.png

State - 
More information needed

ED4B5B84-FD1B-4757-90C0-E5112E8DB84D.png

State - 
List of uploaded documents

The outcome

  • ⬇️ Reduced steps: Onboarding flows cut from ~30 → ~20 on average.

  • ⬆️ Higher completion rates thanks to fewer redundancies and clearer navigation.

  • ⬆️ Operational efficiency - fewer escalations to agents, reducing load on support.

  • ⬆️ Scalable impact - Framework extended across six lending products.

  • ⬆️ System-first foundation influencing future product launches.

This was a quick glimpse of what I did while leading design for this project, reach out to know more about scaling the feature, use cases, testing insights :) 

bottom of page