Selected work

Account Aggregator consent

FintechConversionConsent flowRegulated systems

Optimising a high-friction financial data sharing journey to improve user trust and increase completion rates.

My Role
Lead Product Designer
Focus areas

Conversion Optimisation

UX Architecture

Trust & Behaviour Design

Regulated Systems Design

Project length
6 months (iterative)

Context

CAMSFinserv is a regulated Account Aggregator (AA) platform in India that enables users to securely share financial data between institutions.

The platform acts as an intermediary between Financial Information Users (FIUs) and Financial Information Providers (FIPs), requiring users to discover accounts, approve consent, and complete verification.

This experience was designed as a white-labelled solution for FIUs, ensuring visual continuity and reducing friction caused by transitions between systems.

As part of a newly introduced regulatory framework, user awareness was low and sensitivity around financial data sharing was high.

Problem

Design a seamless and trustworthy financial data sharing experience while:

  • Navigating a multi-step consent-driven journey across systems (FIU ↔ AA ↔ FIP)
  • Reducing drop-offs in a high-trust, high-anxiety flow
  • Supporting account discovery limited to a single mobile number constraint
  • Handling inconsistencies from external systems (FIPs, APIs)

At launch, conversion rates were below 20%, with significant drop-offs during account discovery and consent stages.

Role & Ownership

  • Led UX design for the end-to-end consent journey
  • Defined and iterated on the core funnel: discovery → linking → consent → verification
  • Identified key drop-off points through behavioural analysis and feedback
  • Drove iterative improvements across UX, content, and system handling

Constraints & Challenges

  • Low user awareness of Account Aggregator systems
  • High trust barrier due to sensitive financial data sharing
  • Dependency on external systems (FIPs) for account discovery
  • Technical limitation of mobile number-based account mapping
  • API inconsistencies leading to incomplete or delayed data

Approach

I approached this as a conversion optimisation problem, focusing on reducing friction and building user confidence.

1. Funnel Diagnosis

Mapped the complete journey and identified major drop-offs during:

  • Account discovery
  • Account selection
  • Consent approval

2. Identifying Friction

Key issues included:

  • Lack of clarity on next steps
  • Low trust due to unfamiliar system behaviour
  • Anxiety around sharing sensitive financial data
  • Failure scenarios (no accounts found, incorrect mapping, delays)

3. Iterative Improvements

Introduced a series of incremental improvements:

  • Reduced the flow to a clear 3-step journey
  • Improved instructional clarity and microcopy
  • Added contextual explanations to build trust
  • Simplified account selection and consent interactions
  • Designed robust handling for edge cases and failures

Additionally:

  • Introduced a feedback loop at exit points to capture reasons for abandonment
  • Implemented progressive loading states (ghost states) to manage API delays and maintain engagement

Key Decisions

  • Treated the journey as a trust-building experience, not just a task flow
  • Prioritised clear communication over visual trust markers (e.g. regulatory logos)
  • Used progressive disclosure to reduce cognitive load
  • Designed for real-world edge cases (API failures, account mismatches, multiple accounts)
  • Ensured white-labelled flexibility while maintaining UX consistency

Impact

  • Increased conversion from 32% → 49% (+57%)
  • Reduced drop-offs across discovery, linking, and consent stages
  • Improved user confidence in completing financial data sharing
  • Established a scalable consent experience for FIU integrations