Majority is a fintech built for a good cause: serving immigrants in the US — a group largely underserved by traditional banks. The mission was strong and the team committed, but the product faced challenges: high churn, friction in user intake, and struggling retention.
My first step was to run comprehensive UX audit to map friction points and check overall experience pulse. Based on findings from the audit plus insights with customer support data, we uncovered where trust broke down and what prevented users from completing their tasks. Intake was bottlenecked due to compliance requirements making the onboarding long and confusing. The banking and service experience was limiting and lacked transparency, which generated churn and overloaded customer support.
To address intake, I ran an onboarding improvement project — introducing alternative login and signup methods, condensing the flow making it more informative and functional.
In parallel, I tackled pain points in core features: increasing transparency and trust by redesigning the wallet and transaction details, streamlining payment services, and shipping a few new products, such as mobile plans and credit card.
↑32%
Onboarding and KYC completion
1w→36h
Average account
activation time
↓35%
Transaction related disputes
Built for the Next Gen audience, Hedvig’s mission is to move from an insurance provider to a lifestyle brand — from a must-have to a want-have. My first task from the leadership team was to lead the innovation agenda: a high-intensity initiative to explore how design could unlock new ways of creating trust, retention, and growth.
We started with a knowledge download, then divided the work into three two-week sprints with clear goals. The first two sprints focused primarily on design, while the last combined both design and tech.
The overarching goal was synthesized as: “design a personalized and scalable purchase experience using e-commerce-inspired UX, both for new members and for cross-selling to existing members.”
Firstly we tested the mobile prototypes with Swedish Gen Z users to understand their reaction to the concept as well as to gain insight to iterate the design. Using our learnings from the two prototypes and the research work done we finalized a summary prototype.
Secondly, we created a conversion framework outlining the mindset around selling insurances going forward.
Thirdly, we emphasized KPI:s and tracking data needed to be measured to succeed in a data driven way down the line.
Finally, based on the prototype and the conversion framework, we created a technical requirements “story” to illustrate how the company could tackle this initiative. This was accompanied by a high-level roadmap.
And since insurance is very much about getting the help needed and promised, we also designed the world’s most remarkable insurance claim experience. Our aim was to have at least 30% of the claims automated, so we were looking for a mix of impact and ease of automation.
What difference did I made?
↑15%
Conversion Rate
$36M
Raised in 2023
2
New markets
For 9+ years I’ve designed and scaled digital products in startups — taking them from 0→1 and 1→n. I’m a hands-on design leader with experience in both consumer and B2B. My focus is on building products where strategy, usability, and aesthetics align. I grow teams, shape culture, and scale design systems intentionally, with a background spanning end-to-end product design, product–market fit discovery, and brand development.
Education
Rosenfeld Media
Designing with AI
2024
Hyper Island
Leading Teams in the Digital Age
2020
Oleg Malakhov
© 2008—25