Movo - Onboarding with Purpose: How Thoughtful Data Collection Signals Trust

Problem

Opportunity

My approach

• Conducted a competitive analysis by mapping user journeys across multiple products to uncover patterns, friction points, emotional states, and trust signals. This identified key opportunities and helped inform future design decisions
• Defined guiding principles: consistency, empathy, transparency, clarity, and brand-driven design, as well as core goals: trust, clarity, and human-centricity to align all design decisions toward the same outcomes.
• Leveraged common data collection patterns and strongest trust signals from competitors as the foundation for Movo’s architecture and onboarding flow.
• Mapped the onboarding flow screen by screen using the following structured waterfall approach to ensure alignment with principles and goals: purpose of the screen, emotional tone, microcopy, and visual design cues
• Developed a brand theme centered on momentum, serving as a guide for visual design, motion design, and microcopy to maintain a cohesive and consistent experience.
• Used AI (ChatGPT) to accelerate wireframing, generating detailed prompts from the user flow map, which were then refined into high-fidelity designs aligned with the brand theme.
• Finalized a high-fidelity interactive prototype using Figma Make and Rive animations to test the flow against competitor benchmarks to validate that trust, clarity, and human-centric goals were met.

Result

• Conducted exploratory user sessions, inviting participants to navigate the prototype and share their impressions of the experience.
• Feedback highlighted that the “sleek and professional” flow felt thorough, thoughtful, and credible, reinforcing the effectiveness of trust signals, visual hierarchy, and overall design coherence.