Onboarding overhaul:
Avvance Point-of-Sale lending
2025
Enhancing efficiency at every stage.
A new web application for US Bank Avvance, transforming onboarding from manual process to a quick do-it-yourself online solution. This will cut onboarding time, boost conversions, and free up resources, allowing the team to focus on high-impact initiatives while significantly increasing lead generation.
Project details
My title
Lead Experience Designer
My role
Owning the end-to-end user experience strategy, guiding cross-functional teams, and aligning design execution with business and user goals
Platforms
React, Salesforce, US Bank Shield design system
Tools
Figma, prototyping, design reviews, rapid iteration, cross-product collaboration, reusable design
Status
In development for release, Q4 2026
Team
Lead XD, Accessibility Consultant, Content Consultant, Product Owner, dev team
Where we started
Signing up for Avvance was a manual, tedious process. An interested merchant would submit an interest form on the Avvance website, and then wait to hear from someone on the onboarding team. At that point, they would go back and forth via phone and email to complete various onboarding forms and documents. Once they finally submitted and got approved, they would need to create their online accounts to access the portal to get started offering point-of-sale-lending to their customers.
Here were the main challenges:
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Boarding time
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Manual procedures
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Data entry mistakes
Our goal was clear: eliminating manual processes would reduce boarding time, improve data quality, and increase conversions.
Building a solution
Onboarding applications for financial products are not simple, short forms.
I collaborated closely with the product owner and other SME's to define, refine, and minimize the fields down to only what was truly necessary to successfully board a merchant.
As a result, I was able to reduce the field count by 18% from what was initially proposed, and broke the overall form into 4 pages to make it more digestible.
Each revision of the form underwent review with peer designers, accessibility, content, the product team, the development team, marketing, legal, and the onboarding team.
I was able to adopt and reuse visual patterns previously defined within US Bank for web forms, which allowed me to focus on the experience of the form rather than visual design.
I accounted for various touch-points including email communications, off-ramp scenarios, error handling, and support.
Final design
Result: a quick 4-page web application for merchants to quickly onboard with Avvance point-of-sale lending.
Development is currently underway, slated for a Q4 2026 release.