Swiss Neobank – Brand & UX Strategy Leading to 400% User Growth

The Challenge

A Swiss digital neobank was struggling to attract and retain users due to:

• Weak brand positioning, making it difficult to differentiate from competitors.

• Confusing onboarding experience, leading to high drop-off rates.

• Lack of structured UX documentation, causing inefficiencies in design and development.

The Goal

To drive growth, we needed a strong brand identity, an optimized user experience, and a scalable design framework.

My Approach & Strategy

🔹 Conducted workshops with stakeholders to synthesize the bank’s unique value proposition.
🔹 Built a cohesive brand strategy, aligning visual identity, tone of voice, and user experience.

🔹 Conducted UX research and heuristic evaluations to identify friction points in sign-up flows.
🔹 Redesigned the onboarding process with progressive disclosure and simplified identity verification.

🔹 Developed a structured design system to ensure consistency across web & mobile.
🔹 Created detailed UX documentation for smooth handoff between design and development teams.

1.Defining a Clear Brand Story & Market Positioning

2. Optimizing Onboarding for Higher Conversion

3. Establishing a Scalable Design Framework

The Results

✅ 400% increase in new users, driven by a more intuitive onboarding process.
✅ Stronger brand identity, increasing customer trust and retention.
✅ Faster development cycles, reducing design inconsistencies and inefficiencies.

Key Takeaway

A strong brand foundation and seamless user experience are critical to driving FinTech adoption and long-term user engagement.