Boldin
Fintech
Startup
B2B
Enterprise Data Integration
Role
design lead
Superlative
Most challenging
metrics after launch
Increase in onboarding
onboarding completion
opt in to data sharing
Problem
The complexity of it all started with the data model and how that plays into account linking.
Connecting your 401k and connecting your income look the same but they behave completely differently.
Boldin has integrated external account data through Plaid, balances, account types, basic linking (it's universal and the same across all scenarios). But this was the first time we were integrating employer data that is scenario-specific. Work income and contributions (streams) operate differently from accounts.
GLOBAL
Accounts
Account entries are linked globally across all scenarios. When an account is added or deleted, it applies to all scenarios. Connected accounts (Plaid) are linked globally. Which means if you unlink your account in Baseline, it's unlinked in Scenario A.
Scenario-specific
Streams
Things like income, contributions, and future inputs are scenario-specific. This means that if you have your income in Baseline as $5k/mo, you can model a raise in Scenario A as $6k/mo. These inputs live separately. A change in one scenario does not affect the any other scenario.
superlative
Most challenging
I went through numerous rounds of designs with our Enterprise PMs and Chief Technology Officer on the limitations of the data model and if it could be updated.
Every design was met with a "no, we can't do that."
My instinct was to change the data model so it was more intuitive and user-friendly. But we weren't ready for that yet, and I was pushing for something bigger than the project could support.
The change in the data model would have a ripple effect on consumer as this is the platform.
Solution
I finally decided to truly simplify the experience. If a users bank account is connected; when you disconnect, it disconnects globally (accounts). Same thing should happen when you disconnect a stream (scenario-specific).
With RTX, the design was simple, users can connect their employer data, but if they wanted to model a different contribution, they needed to disconnect their RTX integration entirely.
The result
rtx
1 month after launch
10% increase in users onboarding.
77% onboarding completion rate.
99.7% participants (211,199) opt in to sharing their data.
Inside the org
changes happening
No one had questioned the data model before. And now the org understood the constraints of this one. Two years later we're changing the data model entirely.
What would I change?
Allegedly, I'm pretty good.
Zenia is an excellent collaborator. She is very good at facilitating workshops and collaborating 1-on-1 on designs. I specifically appreciate that she does not get (visibly) frustrated with me when I have concerns that a certain design/flow may be hard to implement.
Dave G.
frm. CTO
Boldin
She’s been incredibly supportive in helping me solve design challenges, drawing on her expertise from RTX and applying the same thoughtful approach to the Nationwide projects, especially around accounts and contributions.
Cez C.
Frm. Sr Product Designer
Boldin
Zenia is often the designer who tackles the most complex, hairy problems the design team has. She has worked hard to understand our data model, technical constraints, business perspectives, and is able to design solutions that take all of that into account.
Rachel D.
Frm. Head of Design & Manager
Boldin