1. Problem

Newly onboarded users often do not try any product after account opening, resulting in low engagement and retention.

→ DNSE needed a new onboarding plan to increase product exploration, boost transactions, and improve user retention.

🎯 Goal

• Increase active users in 2025 (Go live planned for July/2025)
• Share of new users using at least 02 DNSE’s product
• Grow first-time deposit, trading, margin/derivative/bond usage in every month

🔍 Research Insight

• 62% of new users don’t do any actions within 14 days after account creation
• Users prefer “step-by-step guidance” and a “sense of achievement”
• Need a model compatible with various account states (just opened, deposited, traded, etc.)

Data from Customer Love team

Chart 1: 100 opened accounts → 38 deposited

Chart 2: 38 deposited → 24 made a transaction

Chart 3: 24 transacted → 6 used 2+ products

✍️ My role

As UX Lead, I was responsible for:

• Designing the entire user flow, task logic and supporting UI
• Building the layout and status-based mission UI
• Collaborating with stakeholders (Growth, Customer Love, Data, CRM) to understand reward logic and data tracking
• Assigning tasks to 2 teammates:
  • 1 UI designer for visuals
  • 1 motion designer for animations

🧭 Solution

💡 Apply gamification model to encourage product discovery

Onboarding Quest – 8 missions

• Users complete step-by-step missions and get rewards (Stars + stock gift)
• Real-time check: Tasks auto-complete and notify when conditions are met
• Bonus logic: Extra reward for completing 4/6 core missions

Optimize UI/UX

• Task status clearly shown: Not started / Pending verification / Completed
• Designed with mobile-first mindset, for both app and web
• Clear, minimal onboarding pages to explain the rules from the start

📊 Key Metrics

📎 Deliverables

• UX flow for quests and logic displays based on user’s onboarding steps
• Hi-fi flow for desktop & mobile
• Animation notes
• Documentations for Products and Customer Love team