KYC, Registration
Year
2022
Role
- UX Research and Analysis
- Information Architecture and Interaction Design
- Product Design and Management
- UX/UI Design
Let’s make KYC easy and enjoyable
Imagine you’re a Burmese citizen living and working in Thailand, and you need to send money to your mother and father quickly and easily every month. You’ve heard about TrueMoney, an e-Wallet offering just that, so you decide to try it. But when you try to register for the service, you find the registration process confusing and difficult to navigate.
Frustrated, you give up on using the e-Wallet remittance service and search for a brick-and-mortar True Mobile Store location to go back to waiting in a long line to send money back to your mother in Myanmar. We faced this challenge when tasked with improving the user experience for Burmese customers who had issues registering for an e-Wallet in Thailand.
Registration is the first opportunity for users to become customers, introduce them to our e-wallet experience, and reach our 2022 growth targets. Every month, 800,000+ visitors register on our app, and ~13K of those potential customers are non-Thais. 27% of users abandon the registration process. The highest abandonment rate continues at passport onboarding — where we educate visitors on what to expect, passport scanning, and uploading official documents.
How might we improve the registration success rate for foreigners and convert visitors to active users? Could practices we implement improve the registration success rate for a wider audience?
Overview
Discovery
To address this challenge, we knew we needed to understand the pain points and challenges our Burmese customers faced when registering for the e-Wallet. We conducted extensive user research and discovered that many Burmese customers needed help with the language barrier and were unfamiliar with the registration process, particularly when asked to upload visa and work permit documentation. The assumption was English would be the common language to unite all non-Thais using the application. Further investigation revealed English speakers made up a small percentage of our application.
The Customer Experience team conducted 23 moderated interviews and usability tests. They visited three stores around Bangkok with high traffic from Burmese customers. We found that customers needed help understanding English and appreciated the Burmese content. Yet, they often required clarification due to the formal, indirect tone of the content.
The participants were overwhelmed by the number of options for supporting documents. They did not take the time to educate themselves on the different types of unemployment visas and select the correct one for themselves. Providing address info in English resulted in a higher abandonment rate.
Two clear themes presented themselves: 1. Clear and direct communication. 2. Hide complexity and present an easy-to-use, simple design.
Ideation
Based on our research findings, we came up with the following opportunities: how might we radically simplify our registration process for better understanding, ease of use, and awareness that may benefit all customers, foreigners, and Thais?
To help visitors make sense of the address information we requested, we rearranged the visa documents upload flow. Initially, we asked for the address information on the visa documents before telling customers about the supporting documents required. We asked in a question format wherever we could to obtain the necessary information and offered a simple choice. Instead of having visitors choose between various visa types (employee, student, or other), we ask them if they were employed, Yes or No.
Since email is not a common communication method for our Burmese customers, we removed the requirement. We enhanced the password validation to provide real-time feedback incorporating an established best practice.
Validation
We tested our prototype with another round with 20 Burmese users on lookback.com to validate a new user-friendly flow and improve the more direct approach to copy. Eleven (11) participants found the new upload feature more learnable and easier to use. With 5% of errors, mistakes, or slips encountered, users mentioned the simple question-and-answer interfaces made for easy decision-making, as did the updated clear and concise language.
Solution
Working in parallel with the CX team conducting user testing, the project was broken into smaller sizes to be completed over multiple sprints instead of delivering one large project to the dev team after completing another round of testing. Our approach allowed for quicker delivery and development so we could get improvements to our customers faster.
Project Outcome
The project is currently in development, and we will see in Q1 2023 what kind of impact the design improvement will have on our customers and our goal to increase successful registration for this cohort.
I’d like to see how we might use some of the simple decision-making interfaces in Thai registration to leverage the successes we uncovered during the foreigner registration process. Our goal was to increase the success rate by 10% for Burmese customers so that it might have a future, increased impact in international remittance.