We also observed key customer behaviours during different app onboarding processes,
which highlighted that using pre-filled data for instant onboarding is preferred by users.
I’m so tired of creating usernames & entering emails repeatedly😫😫
I want to skip the onboarding and start instantly💅🏼
Why can’t these apps use my existing data effectively?😡
Building Trust 💪🏼
Enhancing Convenience 🕗
We decided to focus on the below targets
based on what we learnt from our findings
Project Highlights
Caveat
RBI has barred Fintechs to lend money as loans through non payment instruments like pre-paid cards & money wallets. Fintechs here have no choice but to surrender to bank’s long, cumbersome onboarding process
Why is this a problem
Nowadays people expect instant access. They’re used to quick, one-step logins for everything, be it food delivery, dating, or banking. However, for fintech apps, RBI rules make it harder to keep things that simple.
The problem
Long Onboarding Process
Kiwi's onboarding requires extensive personal, career, and income details, making the form lengthy.
High Drop-off Rate
Due to its length (24 steps) Users often get frustrated and drop off midway through the onboarding process.
A genuine question
But are people comfortable with credit card companies having their personal data?
“Are my personal
details safe?”
“Data leak?”
“What if they
spam me?”
Here’s where things get interesting
Amidst fear & threat of data security, the need for convenience remains strong in India
95%
Fear the misuse of their information, and have concerns over their data security
62%
Prefer a convenient onboarding and fairly trust the organisation with their data who lend money
SOURCE : USER SURVEY
Looking at what already exist
24 steps long onboarding process
We dug deeper to find this disconnect
Here are all the data points that are asked during Kiwi’s onboarding process, we further segregated them into
Name
Birthdate
Gender
Mobile number
Postal address
Father’s name
Mothers Name
Marital status
Residence type
Pan card details
Pincode
Nationality
Email ID
Company Name
Tenure
Organisation type
Industry type
Monthly Income
Company Address
Company PIncode
Easily accessible
Moderately accessible
Difficult to access
As designers, we had to choose
Should we optimise the easier, frequently completed fields (marked in green) or tackle the more challenging fields (marked in yellow and red) that often lead to drop-offs.
We recognised that green data points could be auto-filled from government-issued IDs like Aadhar or PAN cards.
This will streamline and reduce the number of steps, allowing users to devote more attention to completing the complex yellow and red fields.
3:27
By continuing, you agree to our Terms of Service
The Easiest path to get your Kiwi card
STEP 1
Checking Eligibility
STEP 2
Aadhar Verification
STEP 3
Application form
STEP 4
KYC Verification
Continue
1
First Impression Matters
Made the first screen easier to navigate, with straight forward instructions and clear UX copy.
2
Highlighted key actions
Guiding users with clear, actionable prompts along with relevant tags making the onboarding process feel more user friendly
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How would you like
to proceed?
Fetch my details
for me
Pre-fill your personal details using Aadhar OCR
I’ll fill out the details myself
Manually feed in your personal details
Continue
Fetch my details
for me
Pre-fill your personal details using Aadhar OCR
I’ll fill out the details myself
Manually feed in your personal details
Relevant time tags
3:27
By continuing, you agree to our Terms of Service
The Easiest path to get your Kiwi card
STEP 1
Checking Eligibility
STEP 2
Aadhar Verification
STEP 3
Application form
STEP 4
KYC Verification
Continue
3:27
I hereby authorise YES Bank
A. To share my Aadhaar Card details with UIDAI for authentication using OCR.
B. Retrieve and use my details such as Name, DOB, Gender, Address and Photograph for issue of YES Bank Credit Card KYC purpose only.
Scan your Aadhar card
Place your card in the centre of the marked box
Start Verification
Place the front side of your card in the box
1/2
3:27
Place the back side of your card in the box
2/2
3:27
3:27
Aadhar Verified
New OCR flow saving almost 8-10 steps
3:27
Fathers Name
Kumar Singh
Nationality
Indian
Address
House 332, Sector 1, Opposite Apollo Hospital, Gurgaon - 400502
Name
Vijay Kumar Singh
Date of Birth
16-08-1995
Gender
Male
Phone Number
9934 5678 21
Confirm Details
Tap to edit
We fetched your Aadhar card details
I confirm that these details are correct and agree to submit these details to Yes Bank for processing of my Credit Card Application
Continue
4
Offered progress indicators
Provided early gratification for the users, letting them know the exact data points extracted from their Aadhar
Pin Serviceability
Aadhar Verification
Personal Details
New motif exploration for each section
Ownpath Industry Project
Simplifying Kiwi's Onboarding
Experience
Kiwi aims to make credit accessible, by merging UPI with credit card experience. This is a short tale of how we revamped their user onboarding, crafting an engaging experience to welcome new users.
The Team
This was a two-member team project, part of Ownpath's Product Design Fellowship. I collaborated with Arun, under the mentorship of Jojo George
My Role
Responsible for driving initial research, proposing the project, conceptualisation, design, and strategising key modules and feature areas.
Metrics to validate our solution
New User Onboarding
Old vs New flow
Drop off rates
Old vs New flow
No of users opting for the OCR flow
FUTURE OPPORTUNITY
Combining OCR with Liveness Detection will streamline secure customer onboarding, eliminating the need for Video KYC.
Social Proof
Impact, Reflections & Learnings
Our redesigned onboarding process reduced upto 30%
of time taken to complete it.
Existing Mental models played a pivotal role in finding solutions,
It helped us to look at
the same problem with
a new lens.
There’s always room
to elevate an existing tech, in our case it was Integrating OCR within the traditional KYC process.
This project validated that fostering empathy & building trust eases user doubts and supports adoption of new processes.
Before introducing OCR
After introducing OCR
This allows users to simply scan their Aadhar card, enabling automatic extraction of key details in real-time.
To optimise the onboarding process, we propose introducing OCR technology in the flow.
Our Breakthrough
We did a comp study to verify whether all the other fintech apps also face the same problem.
Unlike other apps that streamline the loan experience, Kiwi's additional steps make borrowing money feel like a serious and daunting process
Average no of steps required
for onboarding
8-10 steps
10 mins
Average time required
for onboarding
INDUSTRY STANDARDS (Slice, OneCard & UniCard)
Reach out to me — or let’s just grab a coffee! ☕
sentosoham@gmail.com