The 76% Fix: Small UX Wins That Saved a Broken KYC Flow
The 76% Fix: Small UX Wins That Saved a Broken KYC Flow
MY ROLE
Sole UX Designer
DURATION
2 Weeks
CLIENT
TECU Credit Union Bank
APPLICATION
Digi Mobile App
COLLABOARATED WITH
Product Manager, Data Analyst Team, QA Team
MY ROLE
Sole UX Designer
DURATION
1.5 Weeks
CLIENT
TECU Credit Union Bank
APPLICATION
Digi Mobile App
COLLABOARATED WITH
Product Manager, Data Analyst Team, QA Team
Let’s understand
the product
TECU Digi Mobile App is a comprehensive B2C banking solution enabling users to seamlessly manage accounts, perform transactions, and access services like loans, FDs, and insurance. Designed to enhance user experience and reduce branch visits, it offers a secure, intuitive, and fully digital banking journey.
Member Onboarding, or KYM (Know Your Member), is TECU Credit Union’s KYC process that verifies a member’s identity through checks like email, phone, ID, PEP, and FATCA—an essential first step to access the app’s banking services.
Need more deets ?
Swipe right
or
Click to skip to the Next Section
KYC in India vs. Trinidad and Tobago
In India, KYC is quick and partly outsourced (e.g., GPay, DigiLocker), while in Trinidad & Tobago it’s fully in-app, taking ~3 days with manual verification. T&T flows collect more details, requiring designs that prioritize clarity, flexibility, and control.
Member Onboarding, or KYM (Know Your Member), is TECU Credit Union’s KYC process that verifies a member’s identity through checks like email, phone, ID, PEP, and FATCA—an essential first step to access the app’s banking services.
Need more deets ?
Swipe right
or
Click to skip to the Next Section
KYC in India vs. Trinidad and Tobago
In India, KYC is quick and partly outsourced (e.g., GPay, DigiLocker), while in Trinidad & Tobago it’s fully in-app, taking ~3 days with manual verification. T&T flows collect more details, requiring designs that prioritize clarity, flexibility, and control.
Member Onboarding, or KYM (Know Your Member), is TECU Credit Union’s KYC process that verifies a member’s identity through checks like email, phone, ID, PEP, and FATCA—an essential first step to access the app’s banking services.
Need more deets ?
Swipe right
or
Click to skip to the Next Section
KYC in India vs. Trinidad and Tobago
In India, KYC is quick and partly outsourced (e.g., GPay, DigiLocker), while in Trinidad & Tobago it’s fully in-app, taking ~3 days with manual verification. T&T flows collect more details, requiring designs that prioritize clarity, flexibility, and control.
Member Onboarding, or KYM (Know Your Member), is TECU Credit Union’s KYC process that verifies a member’s identity through checks like email, phone, ID, PEP, and FATCA—an essential first step to access the app’s banking services.
Need more deets ?
Swipe right
or
Click to skip to the Next Section
KYC in India vs. Trinidad and Tobago
In India, KYC is quick and partly outsourced (e.g., GPay, DigiLocker), while in Trinidad & Tobago it’s fully in-app, taking ~3 days with manual verification. T&T flows collect more details, requiring designs that prioritize clarity, flexibility, and control.
Why are there so many pages?
We had to pause Ambassador Services!
We need separate training just for this.
We need separate training just for this.
It’s too complicated for new employees.
Can you fix this in 48 hours?
This module is a maze
We can’t track where errors are happening
We can’t track where errors are happening
We need separate training just for this.
We need separate training just for this.
We can’t track where errors are happening
This module is a maze
This module is a maze
WHAT WERE MY TAKEAWAYS?
👀 Got an opportunity or just curious to say hi?
I learned that simple UX modifications can drive significant impact without changing the core flow. I also realized how thoughtful design can mask technical constraints, such as slow processing, by providing better feedback to users. Most importantly, this experience reinforced the value of data-driven design and highlighted the need for close collaboration between design and development teams.
Just like a great product, this case study gets better with thoughtful input. Whether you're scouting talent or just have feedback to share—type in your thoughts. I’m all ears (and pixels)!
HOW DID IT ALL START?
Seven months post-launch, the TECU Digi Mobile App saw less than 10% of users complete onboarding, far below the 50% target. The mandatory Member Onboarding process (KYC in India) proved cumbersome, with 87% failing on their first attempt—blocking users from starting their digital banking journey.
Expectation
Reality
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
2
4
5
6
7
Customer Acquisition
Months
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
7
Customer Acquisition
Months
BUT HOLD ON... WHAT IS MEMBER ONBOARDING?
OKAY...LET’S DO SOME RESEARCH
Funnel data from Google Analytics revealed exact drop-off points in the KYC flow. Noticing the process spanned nine screen, I ran a Time Analysis Study with our QA team (5 members) to measure screen-by-screen completion times and identify friction areas.
Screen 1
Personal Information
Avg. Time: 22 sec
|
Drop-off Rate: 8%
Screen 2
Contact Verification
Avg. Time: 30 sec
|
Drop-off Rate: 4%
Screen 3
ID Card Verification
Avg. Time: 1 min 48 sec
|
Drop-off Rate: 32%
Screen 4
Address Verification
Avg. Time: 1 min 18 sec
|
Drop-off Rate: 27%
Screen 5
Employment Details
Avg. Time: 1 min 22 sec
|
Drop-off Rate: 15%
drop-off zone
Screen 6
FATCA
Avg. Time: 12 sec
|
Drop-off Rate : <1%
Screen 7
Politically Exposed Persons
Avg. Time: 11 sec
|
Drop-off Rate : <1%
Screen 8
Additional Information
Avg. Time: 4 sec
|
Drop-off Rate : <1%
Screen 9
Final Verification & Submission
Avg. Time: 12 sec
|
Drop-off Rate : 13%
drop-off zone
Let’s Uncover the ‘why’
Let’s Uncover the ‘why’
After the QA team completed the KYC process for the time analysis, I followed up with quick 10-minute one-on-one interviews to understand their experiences. That’s when we uncovered the “why” behind the high drop-off rates.
We measured impact using a mix of analytics and usability testing. Funnel tracking in Google Analytics captured completion rates, drop-offs, and time per step over four months, while usability tests with our QA team provided qualitative insights on task ease, errors, and overall experience.
Click to view the Affinity Map
NOW LET’S FIX EVERYTHING
NOW LET’S FIX EVERYTHING
Let's Talk numbers
Let's Talk numbers
Change 1 : Breadcrumb Navigation
Clearly shows the current step and sub-step with labeled headers and a visual progress bar, helping users stay oriented throughout the process.
A minimalistic progress bar shows how much percentage is completed
A Label is added to show which step, and sub-step the user currently is in.
Once a sub-step is completed, a tick mark appears next to it
Change 2 : Flexible Flow with Final Review
Users can skip incomplete sections and review missing details before submitting.
All screens now have “I’ll do it later” button to skip any step and come back later
All the information user left incomplete is clearly shown at the end before submission
You can skip any step, but you can’t submit application without entering all the mandatory details
Change 3 : Pre-screen Instructions
Tells users what documents are needed before the start of every step, helping them come prepared.
A screen has been added before every step that requires document upload
It shows the list of documents needed to complete the step, and the accepted foormats
Change 4 :Background Upload
Informs users they can proceed while documents upload in the background and review later.
A clear message is shown to the users to proceed to next section
Progress bar shows how much progress is made to upload the document
Our internal document processor extracts the data
User must verify the extracted data to complete the section
Edit option is provided if user wants to modify
Layer blur is applied on the id cards for confidentiality for this case study
Change 5 :Smarter Camera Options
Camera screen now supports flash, retake, and switching lenses for better photo capture.
Flash and flip camera option has been added
Options to Retake and Delete picture
Change 6 :Resume Where You Left Off
Added a ‘Pending Application’ screen so users can continue instead of starting over.
Users can pick up from where they quit
or start over from scratch
Metric
Impacts Before
Impacts After
Completion Rate
20%
46%
Avg. Time to Complete
6 min 14 secs
5 min 34 secs
First Attempt Success Rate
13%
76%
Resume from drop-off
❌ Not Possible
✅ Possible
Contact
sowrabhi.ravi@gmail.com
+91 - 7708986358
Let’s understand
the product
TECU Digi Mobile App is a comprehensive B2C banking solution enabling users to seamlessly manage accounts, perform transactions, and access services like loans, FDs, and insurance. Designed to enhance user experience and reduce branch visits, it offers a secure, intuitive, and fully digital banking journey.
HOW DID IT ALL START?
Seven months post-launch, the TECU Digi Mobile App saw less than 10% of users complete onboarding, far below the 50% target. The mandatory Member Onboarding process (KYC in India) proved cumbersome, with 87% failing on their first attempt—blocking users from starting their digital banking journey.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
2
4
5
6
7
Customer Acquisition
Months
Expectation
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
7
Customer Acquisition
Months
Reality
BUT HOLD ON... WHAT IS MEMBER ONBOARDING?
Member Onboarding, or KYM (Know Your Member), is TECU Credit Union’s KYC process that verifies a member’s identity through checks like email, phone, ID, PEP, and FATCA—an essential first step to access the app’s banking services.
Click to skip to the Next Section
Need more deets ?
Swipe right
KYC in India vs. Trinidad and Tobago
In India, KYC is quick and partly outsourced (e.g., GPay, DigiLocker), while in Trinidad & Tobago it’s fully in-app, taking ~3 days with manual verification. T&T flows collect more details, requiring designs that prioritize clarity, flexibility, and control.
Member Onboarding, or KYM (Know Your Member), is TECU Credit Union’s KYC process that verifies a member’s identity through checks like email, phone, ID, PEP, and FATCA—an essential first step to access the app’s banking services.
Click to skip to the Next Section
Need more deets ?
Swipe right
KYC in India vs. Trinidad and Tobago
In India, KYC is quick and partly outsourced (e.g., GPay, DigiLocker), while in Trinidad & Tobago it’s fully in-app, taking ~3 days with manual verification. T&T flows collect more details, requiring designs that prioritize clarity, flexibility, and control.
Member Onboarding, or KYM (Know Your Member), is TECU Credit Union’s KYC process that verifies a member’s identity through checks like email, phone, ID, PEP, and FATCA—an essential first step to access the app’s banking services.
Click to skip to the Next Section
Need more deets ?
Swipe right
KYC in India vs. Trinidad and Tobago
In India, KYC is quick and partly outsourced (e.g., GPay, DigiLocker), while in Trinidad & Tobago it’s fully in-app, taking ~3 days with manual verification. T&T flows collect more details, requiring designs that prioritize clarity, flexibility, and control.
Member Onboarding, or KYM (Know Your Member), is TECU Credit Union’s KYC process that verifies a member’s identity through checks like email, phone, ID, PEP, and FATCA—an essential first step to access the app’s banking services.
Click to skip to the Next Section
Need more deets ?
Swipe right
KYC in India vs. Trinidad and Tobago
In India, KYC is quick and partly outsourced (e.g., GPay, DigiLocker), while in Trinidad & Tobago it’s fully in-app, taking ~3 days with manual verification. T&T flows collect more details, requiring designs that prioritize clarity, flexibility, and control.
OKAY...LET’S DO SOME RESEARCH
Funnel data from Google Analytics revealed exact drop-off points in the KYC flow. Noticing the process spanned nine screen, I ran a Time Analysis Study with our QA team (5 members) to measure screen-by-screen completion times and identify friction areas.
Screen 6
FATCA
Avg. Time: 12 sec
|
Drop-off Rate : <1%
Screen 7
Politically Exposed Persons
Avg. Time: 11 sec
|
Drop-off Rate : <1%
Screen 8
Additional Information
Avg. Time: 4 sec
|
Drop-off Rate : <1%
Screen 9
Final Verification & Submission
Avg. Time: 12 sec
|
Drop-off Rate : 13%
drop-off zone
Screen 1
Personal Information
Avg. Time: 22 sec
|
Drop-off Rate: 8%
Screen 2
Contact Verification
Avg. Time: 30 sec
|
Drop-off Rate: 4%
Screen 3
ID Card Verification
Avg. Time: 1 min 48 sec
|
Drop-off Rate: 32%
Screen 4
Address Verification
Avg. Time: 1 min 18 sec
|
Drop-off Rate: 27%
Screen 5
Employment Details
Avg. Time: 1 min 22 sec
|
Drop-off Rate: 15%
drop-off zone
After the QA team completed the KYC process for the time analysis, I followed up with quick 10-minute one-on-one interviews to understand their experiences. That’s when we uncovered the “why” behind the high drop-off rates.
Click to view the Affinity Map
Change 1 : Breadcrumb Navigation
Clearly shows the current step and sub-step with labeled headers and a visual progress bar, helping users stay oriented throughout the process.
A minimalistic progress bar shows how much percentage is completed
A Label is added to show which step, and sub-step the user currently is in.
Once a sub-step is completed, a tick mark appears next to it
Change 2 : Flexible Flow with Final Review
Users can skip incomplete sections and review missing details before submitting.
All screens now have “I’ll do it later” button to skip any step and come back later
All the information user left incomplete is clearly shown at the end before submission
You can skip any step, but you can’t submit application without entering all the mandatory details
Change 3 : Pre-screen Instructions
Tells users what documents are needed before the start of every step, helping them come prepared.
A screen has been added before every step that requires document upload
It shows the list of documents needed to complete the step, and the accepted foormats
Change 4 :Background Upload
Informs users they can proceed while documents upload in the background and review later.
A clear message is shown to the users to proceed to next section
Progress bar shows how much progress is made to upload the document
Our internal document processor extracts the data
User must verify the extracted data to complete the section
Layer blur is applied on the id cards for confidentiality for this case study
Edit option is provided if user wants to modify
Change 5 :Smarter Camera Options
Camera screen now supports flash, retake, and switching lenses for better photo capture.
Flash and flip camera option has been added
Options to Retake and Delete picture
Change 6 :Resume Where You Left Off
Added a ‘Pending Application’ screen so users can continue instead of starting over.
Users can pick up from where they quit
or start over from scratch
We measured impact using a mix of analytics and usability testing. Funnel tracking in Google Analytics captured completion rates, drop-offs, and time per step over four months, while usability tests with our QA team provided qualitative insights on task ease, errors, and overall experience.
Metric
Impacts Before
Impacts After
Completion Rate
20%
46%
Avg. Time to Complete
6 min 14 secs
5 min 34 secs
First Attempt Success Rate
13%
76%
Resume from drop-off
❌ Not Possible
✅ Possible
WHAT WERE MY TAKEAWAYS?
I learned that simple UX modifications can drive significant impact without changing the core flow. I also realized how thoughtful design can mask technical constraints, such as slow processing, by providing better feedback to users. Most importantly, this experience reinforced the value of data-driven design and highlighted the need for close collaboration between design and development teams.
