Account onboardingFrameworks, techniques & tools used:
Product Designer in Apps scrum team
World Remit is a grown-up London startup that helps people send money abroad to their families and friends via their mobile app and the web. What makes it different from its competitors is the fact that it operates mostly on the new or growing markets of Africa and Asia. Very often, the only alternative to transferring money abroad is a corner shop dealer that will charge horrendous fees and exchange rates and is not regulated in any way.
Working on a money-related product for customers from developing countries, with different financial regulations, was challenging. A big part of my role was to develop a deep understanding of the way our customers think and their technical abilities. I had responsibility for conducting surveys and user testing sessions to make sure we focused on the right problems. Money is a very sensitive matter to everyone, but even more so for those people where every penny counts and their life can literally be dependent on it.
One of the projects I was working on whilst at World Remit was the new product development of Wallet functionality. The idea behind a wallet account was to enable users to store their money directly in the app and be able to feed their transfers with accumulated funds. It was particularly important for users sending money to countries where fluctuations of exchange rates were considerable, as well as users that need instant transfers.
To use the Wallet, people needed to have the WorldRemit app installed and successfully go through registration and identity verification.
The first step in the process was to fully understand financial and legal requirements users have to go through when signing up for this kind of service.
The biggest challenge was the number of steps and amount of data users were required to provide when they started using the wallet. To use this product we needed to not only register the user but also obtain valid profile information, verify their phone number, ask for ID and verify that. We wanted to test the MVP idea quickly in one of the smaller, what we call “receiver” countries, to get early feedback from users.
Wallet account onboarding flow - iteration 1
With all these constraints in mind, we decided that the most straightforward approach would be embedding this flow in current registration form flow, re-using as much as possible of an existing component to reduce dev effort and final app size. Final app size was very important as our target customers were now in mostly less tech-savvy countries with a limited internet connection and tech possibilities.
After we created the first flows, we conducted multiple user feedback sessions. Sessions were organised periodically in our offices with selected users. For this particular product, we also decided to manage video user sessions and live sessions with our real customers in their countries to understand their mindset fully. This validated the potential and user need for this product but also flagged up some problems. In most of the sessions users indicated that they didn't know how long this process would take or where in the process they were. They also had major concerns about the amount of data we wanted from them, and why we need it.
I proceeded to further iterate on this problem and eventually went back to the drawing board. My goal was to find a sweet spot between the ability to quickly proceed with registration and give enough reassurance and feedback to users so they felt safe and secure in the process.
Wallet account onboarding flow - after user fedback received - iteration 2
I identified a few solutions that would provide a different level of friction and feedback to users and conducted in-office user testing sessions to find out which of these have the best balance. After the user testing session and reports analysis, I decided on the solution below. I increased the time of onboarding: this gave users the confidence to proceed and also reduced uncertainty. Additionally it helped users to understand why they need to provide real data in that process, and therefore saved them future inconvenience of having to call Customer Service for help.
Hi fidelity mockups
Part of helping users going through the onboarding process was finding a visual system to explain the process they were going through. My initial idea was to express this onboarding process alongside reassuring messages and pleasing animations that will ‘hand hold’ the user throughout.
We had to think about end users as well. Our purpose was to deliver this functionality to mostly “receiver” countries, where very often the internet was costly and phone capabilities limited.
I decided to use simple small pleasing illustrations to explain the process. It delighted the users and helped set up the expectations. It also helped make this process less formal and a bit less stressful: at the same time, it didn’t consume too much phone and data resources.