Nida K

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CONTEXT

RESEARCH

PROBLEM

SOLUTION

OUTCOME

Reducing the service onboarding time by 40%

Improved the multi-service onboarding experience for Pay Nearby, a fintech platform serving retailers in Tier 2–3 cities. Led the end-to-end redesign of a unified flow that replaced four repetitive processes. The new system reduced onboarding time, errors and contributed to an increase in onboarding completion.

ROLE

Product Designer

Visual Designer

Product Designer

Visual Designer

SKILLS

UX Research

Data Driven Design

Process Optimization

UX Research

Data Driven Design

Process Optimization

TEAM

Product Manager

Frontend Developer

Backend Developer

Product Manager

Frontend Developer

Backend Developer

INDUSTRY

FINTECH

TIMELINE

2 Months

The Context

Pay Nearby enables retailers with various services, each with its separate onboarding process. With these unlocked services retailer earns commission and grow business

ONBOARDING

UPI WITHDRAWAL

UPI QR

MPOS

SOFT POS

RETAILER

SERVICE ONBOARDING

Why was this project prioritized?

Increase in onboarding drop-off rates across our four core services along with a high volume of support ticket indicated a critical breakdown in the experience.

37%

AVG DROP OFF

37%

AVG DROP OFF

13%

AVG SUPPORT TICKETS

13%

AVG SUPPORT TICKETS

AVG ISSUES RAISED TO DEV

AVG ISSUES RAISED TO DEV

Research (at a glance)

The goal was to uncover where retailers struggled most

SUPPORT TICKETS

Reviewed 23,000+ support tickets to uncover recurring onboarding issues

COGNITIVE WALKTHROUGH

Simulated retailer onboarding journey to identify friction points step by step.

USER FLOW

Designed and analyzed flows to explore opportunities for simplification

CUSTOMER JOURNEY MAPS

Created customer journey maps to visualize pain points across touchpoints.

SUPPORT TICKETS

Reviewed 23,000+ support tickets to uncover recurring onboarding issues

COGNITIVE WALKTHROUGH

Simulated retailer onboarding journey to identify friction points step by step.

USER FLOW

Designed and analyzed flows to explore opportunities for simplification

CUSTOMER JOURNEY MAPS

Created customer journey maps to visualize pain points across touchpoints.

Core Problem

Based on our findings, we defined our problem statement:

Repetitive & complex onboarding across services leading to drop offs

Pain Points Identified

Unclear categories

Retailers has to register as individual or business.

Since all retailers are businesses, the distinction was confusing and benefits of each unclear

Retailers has to register as individual or business. Since all retailers are businesses, the distinction was confusing and benefits of each unclear

UNKOWN BENEFITS

CONFUSING JARGONS

UNKOWN BENEFITS

CONFUSING JARGONS

Time consuming and rigid flow

The 8-step onboarding took 20 minutes to complete, but one error could force the retailers to rely on support team for resolution

NO ERROR HANDLING

EXCESSIVE DETAILS

NO ERROR HANDLING

EXCESSIVE DETAILS

Redundancy at scale

The identical flow was replicated across all the 4 service, forcing users to endure the same pain points repeatedly.

SYSTEMIC FRICTION

x4 REPETITIONS

SYSTEMIC FRICTION

x4 REPETITIONS

UPI QR

SOFT POS

UPI WITHDRAWAL

MPOS

Lengthy manual verification

Manual checks added a 24 hours wait per service. The same details were verified repeatedly, extending timelines unnecessarily.

BOTTLENECK

x4 REPETITIONS

BOTTLENECK

x4 REPETITIONS

Solution

After thorough research and iteration, we landed on a solution that would address our pain points

One unified onboarding for four services

Solution breakdown

Less steps for onboarding

We analyzed the existing journey and eliminated three redundant steps. This created a more logical and less daunting linear flow for the user.

OLD ONBOARDING

REGISTRATION TYPE

GST/AADHAR

SHOP DETAILS

UPLOAD DOCUMENT

SHOP IMAGE

BANK DETAILS

VERIFY NAME

MANUAL VERIFICATION

UNIFIED ONBOARDING

BUSINESS DETAILS

BANK DETAILS

BUSINESS PROOF

SUMMARY

VERIFICATION

One tap onboarding for other service

Once a user has onboarded to any one of the four services, a tap on a consent button will onboard them to the other service, reducing time spent on repetitive onboarding for all four services.