While at Luno I worked on the onboarding process. We knew we could improve a few areas but we wanted to understand how and why. I facilitated two design sprints, the first one was to understand what our mission was as an onboarding pod (small cross-functional build team) and the second was to start that mission and generate a prototype we could test. Before we started the first design sprint, I conducted customer interviews, stakeholder interviews and did a competitor analysis. I surfaced customer pain points, business strategies industry patterns which I fed into the design sprint as lightning talks. Below is a summary of the outcome of these design sprints and the product design work to follow.
Signing up to a new product is a schlep, it’s boring and companies generally ask for more information from customers than they need. When we asked our customers what they thought of our sign up process, they mentioned a few things, these are the common pain points we surfaced;
- “It’s a mission”
- “I have lots of other things I need to do – this is another chore”
- “I don’t feel comfortable uploading my identity documents before I’ve tried your service”
- “I don’t want to buy Bitcoin because I have to go through all these steps and add all these documents”
The problem area became clear, sign up sucks and people want to do as little as possible to get through it.
What’s happening in the industry?
I did a competitor analysis with 20 fintech companies, the focus of the analysis was to surface patterns around the onboarding experience, identity verification, usability best practices and surfacing what intuitive means for customers. The key takeaways were;
- Give customers an understanding of what value your product will be bringing to their lives first
- Only ask for what is absolutely necessary
- Simplify tasks as much as possible, if you don’t need it remove it or your customer will remove themselves
- Have one task per page
After understanding what problems customers were facing and finding common patterns in the industry, I began to sketch out different ideas. The idea behind this was to diverge thinking and rapidly prototype different ideas on paper. I really enjoy this stage because it feels like playing, which is important to generate new ideas and perspectives.
After generating many ideas and forming new perspectives, it was time to map out the experience and figure out which elements were absolutely necessary, what order seemed logical and which elements were absolutely necessary. The order was mapped out and drawn out in a simple paper prototype which was tested with customers to find out if it made sense. The final order above was the journey we settled on.
These are not the designs I did for Luno, but rather UI practise I did while working on the onboarding project. I created these as ways to explore UI elements and explore layouts and improve my skills, the illustrations were taken from Pablo Stanley’s free illustration pack.