Refinitiv (an LSEG business) global fintech platform. Work focused on improving customer experience across multiple products, with a primary focus on redesigning the platform onboarding journey and aligning complex systems into a unified experience.
Role: Senior Product Designer working across multiple teams and products. Responsible for UX design, journey mapping, system alignment, and stakeholder collaboration. Worked within a highly complex enterprise environment involving multiple systems and cross-functional teams.
Context: Refinitiv products had grown across multiple systems and platforms, resulting in fragmented user experiences. Onboarding in particular was distributed across different tools and teams, with no unified flow for new users entering the platform.
Problem:
Onboarding experience was fragmented across multiple systems, requiring users to move between different tools for signup, authentication, and first-time use. Lack of alignment between teams resulted in inconsistent flows and unclear user journeys. No single view of the full onboarding experience existed.
Approach:
Mapped the full end-to-end onboarding journey across all systems, creating the first complete view of the experience. Shared this across teams to align understanding of existing issues. Used insights from a large-scale study of 20,000+ users to inform decisions. Created empathy maps and future-state user flows to align stakeholders and define improvements. Structured the work into two phases: short-term improvements using existing systems, and long-term redesign introducing a unified onboarding experience.
Solution:
Designed a unified onboarding approach supporting a single login experience across platforms. Created multi-platform prototypes covering the full journey from welcome emails through to first product interaction. Defined improved flows, onboarding tutorials, and clearer guidance for users entering the platform.
Outcome:
Aligned 8 cross-functional teams around a shared onboarding vision. Improved clarity and consistency of onboarding across systems. Established a scalable foundation for single sign-on onboarding and future platform integration.
Additional Work:
Designed API linking and certification flows, enabling users to connect and test APIs before deployment. Created admin dashboards for monitoring system status, alerts, and outages using dynamic, real-time data visualisation patterns.
Characteristics:
Enterprise fintech platform, complex system design, cross-team alignment, onboarding optimisation, large-scale user research (20,000+ users), multi-product experience design, service design thinking.