Bank Pepper
Improving onboarding conversion in a mobile-only bank (15% → 95%)
Company
Bank Leumi
Date
2017-2018
Project Overview
Context
As Israel’s first mobile-only bank, Pepper promised a radically better experience. Early onboarding results showed a gap between the promise and reality, with only 15% of users completing onboarding.
The challenge was not usability alone, but trust. Customers expected a seamless digital experience, but encountered friction, inconsistency, and unclear steps.
My Role
Led the end-to-end redesign of the onboarding experience, working closely with product, technology, and business teams.
Identified key drop-off points across the onboarding journey
Mapped gaps between the digital experience and operational reality
Redesigned onboarding flows to improve clarity, transparency, and trust
Introduced continuous testing and iteration to validate improvements
Worked with cross-functional teams to deliver a more consistent end-to-end experience
Key Highlights
Impact
Increased onboarding completion from 15% → 95%
Improved customer trust in a fully digital banking experience
Reduced friction and drop-off across key onboarding steps
Introduced continuous testing practices to support ongoing product improvement
Why this matters
In digital banking, onboarding is the product. If customers don’t trust the experience from the start, they don’t convert.
This work showed how aligning product design with real operational delivery can dramatically improve conversion and trust.
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