Solving for communication and transparency

Solving for communication and transparency

Created
Oct 5, 2024 3:29 PM
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Coming Soon

It started off with a requirement from Product.

We need to improve our Onboarding experience.
🎯

Objective: Improve onboarding process to reduce time taken to onboard and increase conversion.

Success Metric targeted:

  • Reduction in the number of junk leads flowing into the qualification system.
  • Reduction in the number of attempts before activation

Background of challenges

  • The onboarding flow was never designed by the Design team. It was a part of a theme on which the dashboard was built by developers themselves.
  • The changes in the flow happened based on inputs from the Operations team and other sources. Doing this overtime resulted in a lot of issues.
    • Complex flow.
    • Missing critical edge cases.
    • Lack of clarity for merchants and confusion for Ops team.
  • Ops team was handling documentation on Email - Which was never ideal.
    • Lot of to and fro communication.
    • Because of which status communication to merchant was non existent. Only the last step of Activation was there.
    • Cashfree was loosing a lot of SMB merchants - As Ops were occupied with handholding Enterprise merchants.
    • SMB merchants felt helpless as they couldn’t understand the flow after logging in.
    • Ops Process were becoming inefficient as the organisation grew and submissions increased.
  • Lot of rejected submissions lead to frustrated merchants.

🥅 What was done in this project?

Redesigning the entire onboarding system and laying foundation (Future-proofing) for the next set of functionalities that were going to come.

Quick preview

Old

This is how the old designs were
Old Text; Double click the image to view.

Vs

New

This is how the current screens improved. Added background to the readable content to make it more readable and also defined the I.A for the same flow. So that users know what to expect from each section.
How it evolved; Double click the image to view.

📋 Activities that helped in the cause.

Heuristics

  • Basic Heuristics were missing
    • The form filled, wasn’t saved automatically.
    • The form was linked at multiple places and it opened on a separate tab. Users lost context when they navigated to it.
    • People filled the form in multiple sessions. They were often filled by multiple people too by sharing credentials.
    • Generic global errors were thrown.

      • Error handling wasn’t there - A lot of these errors were generic in nature and some incomprehensible.

      image
    • Logical grouping of information wasn’t available.
    • Missing communication of why certain documentation was required.
    • Missing Status or where exactly merchant is in the journey of activation.
      • Activation widget and other banners; Double click the image to view.
      Activation widget and other banners; Double click the image to view.

🎯 Actions we took?

How did Since there were a lot of resubmissions which were expected, We decided not to make major visual changes and overwhelm the users. Design principle used - Jacob’s law.
  • Unorganised presentation and unclear steps that need to be done next.
  • No clarity for next goal. Merchants felt lost and confused - what to do next after signing up?
    • No clear communication post submission of form.
    • Banners were setup with MoEngage to support the complex logics.
  • Processes were becoming inefficient with increase in submissions.
    • Discussion with operations and legal team in organising information.
    • Backend logic setups and prioritisation of them was required with engineering teams and coming up with Dynamic/Smarter forms.
    • Extensive documentation of each and every field had to be documented with a logic and reason for it.
  • No scope for resubmission post rejection.
  • No flexibility for changing Product selection during KYC.
  • Communications were happening through emails, which wasn’t an ideal scenario.
  • Nowhere to find a help and reach-out to support.
Initiation of documentation and logic of the requirements.
Initiation of documentation and logic of the requirements.

✅ Journey mapping.

Mapping the entire onboarding journey helped teams visualise and helped the Design team align teams.
Mapping the entire onboarding journey helped teams visualise and helped the Design team align teams.
This mapping helped us communicate and achieve transparency in merchant experience
This mapping helped us communicate and achieve transparency in merchant experience

✅ I.A and logically grouping key sections.

✅ User flows helped uncover edge cases.

✅ Competitor study.

✅ Dogfooding.

✅ Merchant calls.

✅ Meetings with multiple teams and aligning them (Sales, Operations and Marketing).

✅ Design fixes.

Future (Work in Progress) as part of first time experience

  • Product Landing page improvements.
    • Multiple products + Multiple journeys to be supported, cross-sell, Instant activation of new products.
      • Comparison between Old and New Product Landing Page
      Comparison between Old and New Product Landing Page
Once the data started flowing in, it showed signs of improvements.
Once the data started flowing in, it showed signs of improvements.