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Onboarding Experience , Automating FTUE (First time UX)

Description

Improving conversion funnel - (Includes 3 Projects)

My role
UXResearchUIData
Team

Designer - 2, Developer - 4, Q.A - 2, Product Manger - 2

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Summary

A retrospectively complied case study for critical POD at Cashfree - Onboarding. Out of the multiple projects picked 2 key projects for this showcase.

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Note: It’s a retrospective casestudy - Below are 3 projects showcased, which were critical in making an impact on the overall success of this project (Activation, Onboarding (KYC) & FTUE (First time UX)

Chapter 1️⃣: Situation

Click open any of the toggle to read inside the sections.

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💼 What is Cashfree Payments?

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🧐 Why was this project a critical part for Cashfree ecosystem?

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🧭 Where do we improve? - Entire Conversion Funnel

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🏁 When do we say it’s a success ?

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🤔 How do we go about solving this?

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Chapter 2️⃣: Complications: The Challenges we solved. 🧗🏽‍♂️

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Key Projects that moved the needle
Strategic approach towards solving challenges and aligning stakeholder teams
Strategic approach towards solving challenges and aligning stakeholder teams
Bucketed findings
Bucketed findings

Impactful Onboarding Projects

Chapter 3️⃣: Resolution: The Outcome and Impact☝🏽

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These impacts and improvements were overtime. Driven not just by Design but the efforts of Engineering, Marketing and Operations as well.

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As a Designer the experience in this Project was immense, I’ve dabbled with - #CrossTeamCollaboration #ImproveOperationalEfficiency #ConceptIdeation #Redesign #ResearchInsights #Facilitation

Got a perspective of how various teams look at an objective even though it’s the same org.

💰Some quantifiable achievements

  • 🙌🏼 Got the activation time down from 5 days 🌞 to 4.75 ⏱️ hours (Approx.)

    • for 68% of the users.

  • 🙌🏼 Built rejection flow for merchants and this solved for a reduction in support tickets.

    • Currently there’s a 34.07% reduction in support tickets 🎟️

    Multiple projects helped achieve this and not a single activity.
  • 🙌🏼 Conveying status or progress of their KYC and conveying next steps. This helped in reduction of time to first transaction.
    • Credits to marketing for helping set up campaigns and nudging users which wasn’t the case earlier.

    Also, working closely with email marketing team and looking into the nudging and post KYC submission journey has reaped benefits.

🧘🏻‍♂️ Some operational efficiencies achieved

  • 🙌🏼 A lot of the data that was handled through emails was got onto an interface thereby reducing the bandwidth and T.A.T metrics from operations standpoint.
  • 🙌🏼 Structured approach to KYC and passing on the efficiency to further funnels.
  • 🙌🏼 There was no funnel that was tracked initially, helped set up that funnel with MoEngage and metabase events.

🔨Learnings?

  • 🙌🏼 There were bunch other changes which actually backfired and we had to revert a couple of them and some them were taken up as projects later - Website details (Single field
  • There were critical learnings from the Projects, which were passed on to other project teams which helped them immensely.

What next?

OKR for Onboarding POD

As the Onboarding POD mentions in it’s OKR

Distinctive and high-quality experience to merchants/users is a critical funnel which is being actively tracked and constantly improved.

Chapter 5️⃣: The End

⛳️ Other Project Details

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Key Business KPIs of Onboarding

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What were my roles and responsibilities in this pod?

End

  👋 You must be looking for more, but let me walk you through this during a presentation 😉