Fixing the KYC Process in Fintech
My role:
- Managing a team of 3 designers
- Leading a rebrand
- Leading a key product pillar as an IC
Team Composition:
- 4 designers, 6ish PMs, 20ish engineers
Complexifiers:
Pre-existing product in a difficult environment.
Absence of customer knowledge
Cross-functional dependencies to all other parts of Careem’s SuperApp.
Context Setting:
What is Careem?
“SuperApp”:
- Ride Hailing,
- Food Delivery,
- Grocery Delivery,
- Send Money,
- Laundry service,
Acquired by Uber for 3.2 Billion USD in 2019
People Problems
Business Motivation
More than 60% of customers drop off at the first screen in the KYC flow.
An additional 35% of customers drop off on the second screen.
Where we started
Anytime you took any action in Pay app, you got this screen and needed to do a KYC process no one understood
Hypothesis
Making KYC more trustable and easy to complete will lead to higher completion rates and greater product usage.
Success Metrics
% of people completing KYC flow and sending their first payment
Users verified in 5 minutes or less
We explored dozens of options during concept review
While discussing pros and cons during various parts of the process
Options we tested
Two Redesigned KYC Screen Options
Change KYC Placement in Flow
Option 1:
Sales Letter Approach
More opportunities to demonstrate
value & build comfort
Visually more exciting
Option 2:
Redesigned KYC Screen +
Move KYC later in flow + Explainer Video
More opportunities to demonstrate
value & build comfort
Visually more exciting
Outcomes
Of course, neither of these solutions solved the real problem — it just did a better job of explaining how to use this bad solution.
The best Option
New KYC Provider
Took longer to build, but once it shipped, it killed
Outcomes
EN 
DE