YEAR
/
2019
Transforming a KYC checkpoint to uplift customer experience.
Redesigned sign-up and KYC experience
The Opportunity
Stringent state-by-state KYC regulations for online gambling providers results in cumbersome onboarding processes. Customers faced a one-time KYC attempt, at the end of registration forms that failed to offer feedback or to prevent data-input errors. This combined to create an experience that was prone to KYC failures. The result was frustration and high attrition rates as customers endured lengthy waits for customer service support and resolution.
I worked with the customer success team to better understand the problem space while exploring solutions that enabled PointsBet to retain the necessary KYC protocols while providing fallback options for customers who failed initial verification to complete their identity verification through a number of mechanisms seamlessly in-channel without needing to exit the registration journey.
Timeframe
6 Months
Team Size
Designer + Product Owner
My Responsibilities
Experience Design
Stakeholder Interviews
Prototyping
Customer Testing
Animation
Key Outcomes
Re-designed registration forms, with validation
Removal of data-defaulting in forms upon re-entering fields.
Removal of nondescript error codes.
Implementation of customer-driven alternative KYC methods and Resume capability.
Delivery of in-page ID verification solution.
Proposed revision to the sign-up flow.
Points of friction in the existing sign-up flow.
