The onboarding experience was not just lengthy but also incoherent and unfamiliar as new regulations meant added cognitive deciphering.

The idea was to collaborate with consumer, compliance and platform teams to understand ways in which we could create a leaner and more familiar flow without compromising on regulatory asks.

We had a 4 point principle

• Simple: 45% reduction in screens, instant validation through idv and bank, contextual help trays to help better understanding.
• Progressive: enable access with minimal effort as and when required, create familiarity and consistency with logged out and logged in experience.
• Localised: make the product feel native to the users. Localise the language, tone and visuals
• Delightful: arouse enthusiasm with users through simple and motivational success patterns, impute through better motion led graphics and stories.

Making the interface familiar and consistent from logged out app to the first buy was needed so that the constant repetition of a home state and it’s fundamental interactions are embedded in the user behaviour.

This allowed the user to discover easily on launch the transaction which they had come to achieve and created a high intent interaction. Post the interaction the user was guided by contextual help trays to help understand the steps and where they are relatively to completing the transaction always keeping the user in the loop.

With a focus to reduce the number of steps we integrated the KYC with trusted institutions such as Singpass for Singapore, Bank IDV for UK and Germany, and build internal tools for facial IDV. Additionally we built single tap email verification and phone verification to ensure least resistance interactions. This made the overall step reduction by 45% user feel invested and engendered trust.

Additionally, at each step we looked to empower the user with context on why we need the said information as guided by the regulators this helped the user understand the purpose which increased the number of inputs significantly and made the users feel confident in sharing personal data.