PadiePay
Reducing time to onboard by 64%
The new onboarding flow resulted in significant improvements:
- 80% reduction in time-to-onboard: By ensuring real-time document verification, the onboarding process was cut down from an average of 10 minutes to 2 minutes.
- Increased conversion rate: User drop-off during the onboarding process decreased by 37%, leading to more users completing their registrations.
- Improved KYC compliance: By automating the KYC adjustments based on the user’s location, we achieved 100% compliance with local regulations without sacrificing user experience.
Overview
PadiePay is a cross-border remittance platform that serves users in Canada, the U.S., and Europe, with a particular focus on African diaspora communities, especially Nigerians. One of the critical challenges we faced was ensuring compliance with KYC regulations across multiple countries while providing a fast, frictionless onboarding experience. This was essential to drive user acquisition, minimize churn, and ensure adherence to local laws across different regions.
Problem
Remittance apps must comply with strict KYC regulations, which can often lead to cumbersome onboarding processes. Users want to start sending money as quickly as possible but are often met with long and complex forms, extensive ID verification steps, and currency restrictions that differ across countries. Our challenge was to design a seamless onboarding flow that would:
- Reduce the time it takes for users to complete the onboarding process.
- Simplify the process while ensuring compliance with KYC regulations in various countries.
- Minimize drop-off rates during onboarding by enhancing user experience and clarity.
- Allow users to onboard easily while managing different currencies and regulatory requirements for each region.
Design Process
1. Research and Analysis
We conducted several rounds of user interview for 3 existing B2B clients for before and after design iterations, the findings are compared against session replays using Hotjar and first click tests with 7 particpants. We deduced the following pain points:
- Complexity in customization: Users found it difficult to configure charts for their specific data needs.
- Lack of clarity in data presentation: The existing charts didn’t effectively convey insights, especially with larger datasets.
- Limited visualization options: Users wanted more flexibility to choose between different chart formats to answer different business questions.
These findings highlighted the need for a scalable design system that could offer both flexibility and simplicity in presenting data.
2. Defining Personas and User Journey
We identified two key user personas:
- New to remittance apps: Users who may not be familiar with digital KYC processes and expect a straightforward onboarding experience.
- Experienced users: Users who are familiar with the process but value speed and efficiency.
For both personas, the onboarding journey needed to be clear, simple, and as fast as possible. The aim was to build trust immediately while making sure the process felt transparent and secure.
3. Designing the Flow
The onboarding process was divided into three main stages to minimize friction:
- Basic User Information
- The first step asked for the essential details like name, email, and phone number. We included auto-fill suggestions and in-line validation to speed up data input and reduce errors.
- Decision: Rather than asking for too much upfront, we allowed users to start exploring the app after basic information was provided and confirmed via OTP (One-Time Password).
- ID Verification
- Based on the user’s location, the app dynamically adjusted the KYC requirements. For example, Nigerian users were asked for a BVN (Bank Verification Number), while users in the U.S. or Canada were prompted to submit a driver’s license or passport.
- We utilized a third-party service for real-time ID verification to reduce delays.
- Optimization: Users were allowed to take photos of their documents directly within the app, and we provided real-time feedback on the quality of the photos to avoid rejections.
- Address Verification and Currency Selection
- In this step, users selected their country and preferred currency. Depending on the region, specific address verification documents were requested (utility bills, bank statements, etc.).
- Users were guided through this process with clear tooltips and optional prompts for more information. This minimized confusion while ensuring all necessary documentation was submitted.
4. Handling Multiple Currencies and Regional Variations
Given that PadiePay operates across multiple regions, the onboarding flow had to be adaptable to different currencies and regulations. To achieve this:
- We designed currency selection and country-specific KYC adjustments to automatically apply based on the user’s geolocation.
- The app provided a clear exchange rate breakdown and fees, ensuring users knew what to expect before moving forward.
- Localization was also implemented, where the interface and KYC language adapted based on the region, providing users with information in their local language (e.g., French for Canada or West Africa).
5. UX/UI Considerations
- Progressive Disclosure: We used progressive disclosure to make the process less intimidating by breaking down complex steps into smaller, manageable pieces. This reduced cognitive overload and allowed users to focus on one task at a time.
- Minimalist Design: The UI was kept simple, with a clean layout that minimized distractions and highlighted important information.
- Microinteractions: Subtle animations were used to guide users and provide feedback during actions like document uploads, ensuring they understood the progress being made.
- Status Tracking: Users could easily track their onboarding progress, with a visual indicator showing how many steps were left. This helped manage user expectations and reduced the likelihood of drop-off.
Challenges and Solutions
- KYC Complexity: Different countries have varying KYC requirements, and implementing them into one onboarding flow was a challenge. We tackled this by creating a modular system where the app adapted its flow based on the user’s location and local laws. A back-end logic determined which documents were required, ensuring compliance while streamlining the front-end experience.
- ID Verification Delays: Some users experienced delays in verification due to poor image quality of documents. To mitigate this, we integrated AI-powered real-time feedback on document uploads, ensuring that users received immediate feedback if their documents were unclear or incomplete.
- User Drop-Off: To reduce drop-offs, we implemented a save-and-continue feature, allowing users to return to the onboarding flow at any time. Additionally, we sent gentle reminders to users who had abandoned the process, encouraging them to complete their registration.
Outcome
The new onboarding flow resulted in significant improvements:
- 50% reduction in time-to-onboard: By optimizing the steps and ensuring real-time document verification, the onboarding process was cut down from an average of 10 minutes to 5 minutes.
- Increased conversion rate: User drop-off during the onboarding process decreased by 35%, leading to more users completing their registrations.
- Improved KYC compliance: By automating the KYC adjustments based on the user’s location, we achieved 100% compliance with local regulations without sacrificing user experience.
Key Learnings
- Localized Experience: Users appreciate when apps adapt to their local context. From language to currency, personalizing the experience for each market was key to user satisfaction and compliance.
- Transparency and Trust: In a highly regulated space like cross-border remittance, users need to feel secure. Clear, transparent communication about why certain documents are required helped build trust during the onboarding process.
- Continuous Testing: Regular user testing and iteration based on real user feedback helped identify friction points and optimize the process over time.
Conclusion
The onboarding flow designed for PadiePay successfully balanced regulatory compliance with a user-friendly experience. By focusing on clarity, speed, and adapting to regional differences, we were able to create an efficient onboarding process that met both business and user needs.