KYC Flow Improvement
The project focused on improving the online KYC flow, making it quicker, clearer, and more trustworthy for users while reducing drop-offs.
Product
My11 Circle, Games24x7
Industry
Fantasy Sports
My Role
Product Designer
Timeline
10 Weeks
The Problem
Our KYC flow was causing user drop-offs and frustration. The project focused on making it faster, clearer, and more trustworthy—while keeping compliance intact. This helped build confidence and improved overall completion rates.
The Challenge
Our users were fantasy sports players in India mainly form tier 3/4 Indian cities—ranging from first-time casual players to highly engaged professionals. For many, KYC verification felt like a barrier rather than a step forward. They wanted:
Simplicity: A clear and quick process.
Trust: Assurance that their data is safe.
Incentive: A visible reason for completing KYC, like withdrawals or access to higher contests.
Success Metrics
User Research
To understand problem in depth , We conducted interviews with new and existing players across Tier 3/4 cities. Users were asked about their first impressions, team creation experience, trust in payments, and expectations from the app
The User
User Group Identified
Key Insights
Drop-offs at document upload due to unclear instructions and failed validations.
Trust concerns around data security and lack of clarity on why KYC was required.
No clear incentives—users delayed KYC until blocked.
Process felt lengthy with no error recovery or instant feedback.
Key Problems Identified
User Flow
Problem Statement
To redesign the fantasy team creation journey to make it faster, more personalized, and strategically engaging reducing duplication, saving time, and giving users a greater sense of control.
Design Ideations
Brainstorming Ideas
Drag and Move around to see some iterations
Design Explorations
KYC Page
Final Designs
KYC Page
We redesigned the KYC main page by simplifying the layout and reducing clutter. A clear step-by-step flow with progress indicators was introduced, ensuring users know exactly what stage they are in.
The design now feels approachable and less overwhelming for new users.
Document Upload
On the document upload page, We added upfront file size and format guidelines, along with a clean upload interaction. Real-time error messages and a preview option were introduced so users can confirm their documents before submission, reducing retries and confusion.
Dropoff Scenarios
For Dropoff Scenarios, We replaced generic error texts with contextual and supportive guidance. The messages now explain why the document was rejected and provide clear next steps. The tone is empathetic, making users feel assisted and motivated to complete their verification.
User Testing Results
KYC Main Page
85% of users said the new layout felt simpler and less intimidating compared to the old version.
Average time to understand “where to start” reduced from 22 seconds → 8 seconds.
Document Upload
Successful document uploads (without retry) increased from 62% → 90% after redesign of the page.
Confusion due to file size/format reduced by 40% after adding upfront guidelines.
Rejection Feedback
78% of users found the new feedback messages clear and actionable.
Users who successfully re-uploaded after rejection increased from 45% → 82%.
