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Driving growth: From 0 to +1,000,000 users
Industry
Fintech
Company
SoyYo
Business model
B2C
Challenge
The app's onboarding process, — where identity verification took place — was the primary pain point in the customer journey and the leading cause of low ratings in the app stores. The objective was to enhance the user experience by improving the onboarding.
How this was impacting the business:
Low conversion rate: We were losing a lot of the users attracted to the app and with them, a lot of B2B clients too.
About 90% of the customer support cases were due to usability issues during the onboarding process.
The 27-step onboarding process could take more than 15 minutes.
Attractiveness bias: Users distrusted the app, as they perceived its “look and feel” as outdated and insecure. This makes them fear data theft, severely impacting the brand, especially since it involves sensitive biometric data.
Outcomes and impact
Increase conversion rates +10%
Boost app store ratings from 3.0 to 4.8
Reduce customer support requests
User perceive a more clear, friendly and less intrusive experience.
My role
I designed a new feature from the ground up, leading the process from the initial concept to implementation and subsequent iterations. I conducted discovery research with users and facilitated co-creation sessions with multidisciplinary teams to shape the solution. I oversaw the MVP construction and validation, and created the high-fidelity visual design, content, and information architecture to ensure a cohesive and engaging user experience.
A service that enables users to access their credit history and take control of their financial record. It provides detailed information on open accounts, overdue payments, and other active financial products, helping users detect potential inconsistencies. Additionally, it offers actionable, verified advice from credit risk agencies to improve and maintain a healthy credit score.
Solution
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