• What it is. Sign-up for an HSA or FSA, redesigned for Inspira’s rebrand on our new design system.
• Who it’s for. Everyone opening an account, from seasoned investors to first-timers.
• My part. Lead designer, from research through testing.
• Result. 32% faster in testing. Launching early 2027.

Session recordings showed people dropping off and rage-clicking. Reviews said registration just kept going, and going.

• About 15 steps, with no way to tell how far along you were
• About 15 fields on create account alone
• Fields like “confirm your email” and “confirm your phone number”

So first, a map. The stepper names each stage: Find, Create, Verify. No numbers, on purpose! If you’re eligible for an account through your employer, like an HSA, a Review stage appears after Verify, and a numbered stepper would change its count halfway through.

Find comes first, and it needs the debit card from your welcome letter. So a picture of the card says so up front, and shows exactly where to find the numbers.

Create asks for four things: username, email, password and phone number. That’s it! A strength meter shows the password is good enough while you type.

Verify used to lean on security questions, which are easy to guess and easy to forget. Now a code by text or email checks it’s you, and passkeys work too.

Review is where an HSA gets set up, and that’s real work, like adding a beneficiary or choosing health plan coverage. Legal and business wanted it kept in registration, so I made it lighter: related steps share an accordion, and finished ones collapse.

In 30 Lookback sessions, the new flow was 32% faster than the old one!

• Easier to digest. Nearly every tester said so.
• Less like a scam. Testers called the old flow “suspicious.” Their employer’s name fixed that.
• One field changed. SSN or member ID? Now you pick.

A rebrand is a lot more than making things prettier. It’s about improving the experience underneath.

After launch, we’ll watch completion and drop-off. With more time, I’d add more motion.