@mudlt
/
gojek
/

GoPay Plus

Background

The KYC experience for any financial service is the most critical as it defines the top of the funnel. Unfortunately this had stagnated for GoPay. This was a big problem for us so me and the team took matters in our hands and we started out with research to understand why this was happening.


My role was to lead the team (2 designers, 2 UX writers, 2 researchers) through the development of this concept.

Research findings

1. Gaps in user understanding

  • Did not understand why KYC was needed (~19%)

  • Did not know the benefits of doing KYC

  • KYC had no recall

  • Users could not find KYC on the app. The current KYC home was buried deep inside user profile and settings

2. Users felt uncomfortable/insecure in sharing their information

  • Uncomfortable with sharing their ID/personal information - about 38%

  • Afraid that their information will be misused - about 32%

  • Funnel drop on the last step before the final submission of their documents - about 50%, they have the intent but the trust is low

3. Unclear rejection reasons

  • The rejection reason offered were vague and left users confused

  • Also since KYC did not have a proper home, users did not know where to start the process again

  • About 35% did not understand why their KYC got rejected

  • About 29% were not even aware if their KYC was approved or rejected

4. No clear about guidelines on how to click ID and selfie pictures

  • About 85% of all KYC rejections were because of improper and low quality of documents being uploaded

  • Majority of the pictures uploaded were either cropped, blurred, in low lighting or had too much glare in them

Rephrasing the problem

  • Creating brand recall

  • Improve feature discovery

  • Nurture trust

  • Improve UX of clicking selfie and documents

Addressing the problem

  • Creating brand recall

    Addressing it with giving the KYC product a proper name/brand association. Nudging the users to do KYC under this new brand name

  • Improving feature discovery

    We solved for this with contextual nudges and giving a proper home to the newly rebranded KYC

  • Nurture trust

    Reinstate a sense of trust on product screens where needed esp on the screens where documents and other sensitive data is needed

  • Improve the UX of clicking pictures

    We solved for this by integrating a liveness check and real time nudges to help user click that perfect picture

Outcome

A brand new KYC experience with a new home ⤴

Contextual and focussed KYC nudges ⤴

Cleaner flow to upload KYC documents with reinforced security message ⤴

Real time feedback and liveness check integration ⤴

Results

  • The introduction of a GoPay Plus home and providing clear rejections reasons saw an 12% increase in KYC resubmissions

  • KYC awareness grew from 30% to 33% in the first month and then to 67% in the next 3 months

  • Massive 65% drop in the rejection reasons around ID and selfie image quality and eventually increased overall KYC numbers

  • Liveness check further contributed to a reduction in fraudulent selfies by 12%

  • Total KYC users doubled from 4 million to 8.1 million

  • Offering GoPay Later after doing KYC rose the conversion to 95%

Key learnings

Heading this initiative demonstrated to me the significance of taking responsibility and how the size of a team is not the determining factor for its influence and impact. In this instance, despite the KYC module being part of GoPay, we embraced it as our own product to enhance the top of the funnel, and with a team comprising fewer members compared to other large teams at Gojek, we generated a more substantial effect that positively influenced other products within our ecosystem as well.