Improve Online Application ID Uploading Rate

+ 8-9% ID uploading rate, -14% time cost to complete an application

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Date: 2021

Role: UX Designer

Involves: UX redesign, UI modification, Mobile layout, Data Collection

Progress: Launched

Initial problem statement raised by stakeholders:

Users have difficulty providing the required ID documents when applying for an account online

Due to the constraints of simulating real situation and privacy issues when it comes to personal ID documents, I investigate the problem by:

• Analyze user behavior from the backend

• Listen to the frontline sales and customer service staff

Findings:

1. A large number of applications were "completed and submitted" WITHOUT ANY ID documents.

• The fact that users completed and submitted the whole application instead of abandoning it at the "Document Upload" step suggests that it's probably not a problem of willingness but an informational gap.

• Sales and Admin staff suspect users simply overlooked the whole uploading section because the instructions were too long and complicated.

2. The upload section is too easy to skip

• The upload section is just a lower part of the application confirmation step (page.)

• There is no validation* *There is a historical reason why there was no validation: the sales department wants to avoid user frustration and drop-offs caused by uploading issues.
  

More findings:

• According to admin and sales, most users (>90%) who completed WebApp but didn't upload any documents will NEVER CAMEBACK to continue the application and upload the missing documents even if we follow up with them.

• The second and third common issues with the documents are "missing back image of the ID" and "expired ID."

Based on the findings, I defined the main goal of the redesign to be:

Increase documents uploading rate with the application form submittion.

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Final Design Overview:

Mobile UI

Documents Upload Page

Design Changes:

1. A dedicated documents upload page (instead of within the confirmation page)

2. Individual upload section for each of the required documents (and front/ Back)

3. Show predefined options of acceptable forms of documents as hints

4. Make it more difficult to skip the upload section.

5. Validate documents and show error messages if documents are missing unless users choose to "skip"

6. Show fewer document requirements depending on the country/ regulation of residency

7. Simplify the document requirement instructions

---- From "Get Help" feature to "submit/skip" design iteration ----

(To be updated)

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Additional Design Modifications:

Mobile-Friendly Upgrades

Chips instead of drop-down; Larger tapping areas

UI Visual Hierarchy

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Project Updates:

The new application form is released.

With the data collection tool that we built up (see the "CRM Leads management case study"), we observed:

Document upload rate with form submission: +8.7% / All who started the application

(a 13.5% growth from 64% to 73%)

+9% / All who finished the application

Avg. Time Taken for completing the application:

-14% (2.2 mins less)