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Onboarding redesign that drove 4.8 app rating and increase conversions
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Attractiveness bias: Users distrusted the app, as they perceived its “look and feel” as outdated and insecure.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.
My role
I led the end-to-end redesign of the onboarding process, conducting research with users, customer support, and analytics teams to uncover pain points and deeply understand the problem. I redesigned key flows, information architecture, and content based on UX principles, validated solutions through usability testing, and collaborated closely with the tech team to ensure feasible, high-impact outcomes.
Solution
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.
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