KYC Flow Improvements

KYC Flow Improvements

KYC Flow Improvements

The project focused on improving the online KYC flow—making it quicker, clearer, and more trustworthy for users while reducing drop-offs.

Project Details

Project Details

Project Details

Product: My11Circle, Games24x7

Industry: Fantasy Sports

Timeline: 9 weeks (2024)

My Role: Product Designer

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.

Research
Ideation
Design
User Testing

Metrics Achieved

LTP Increase

+4%

Drop-offs Reduced

-12%

Drop-offs Reduced

-12%

Who are the Users ??

The Users

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.

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.

Approach

Our KYC flow was causing drop-offs and user frustration. We redesigned it to be faster, clearer, and more trustworthy—improving both completion rates and user confidence. The new flow reduced friction at every step. It turned KYC from a hurdle into an enabler for deeper platform engagement.

My Design Process

User Research

01

Explore

User Interview

02

Extract

Insights

Potential solutions

Problem Statement

03

Ideate

Brainstorming

Session

04

Design

Wireframes

Prototype

High Fidelity Designs

User Research

My Design Process

Empathize

Define

Ideate

Design

User Research

01

Explore

User Interview

02

Extract

Insights

Potential solutions

Problem Statement

03

Ideate

Brainstorming

Session

04

Design

Wireframes

Prototype

High Fidelity Designs

User Research

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

User Groups Identified

01 - New Player

02 - Casual Player

03 - Serious Player

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.

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

Key

challenges

challenges

identified

identified

document rejection trust concerns lengthy process feedback issues

document rejection trust concerns lengthy process feedback issues

Core Journey and Problem Identification

KYC Page



  • Users are unsure where to start, leading to hesitation.


  • Overloaded with information, making it confusing for new users.


  • Lack of clear progress indicators creates uncertainty about the process length.

Document Upload


  • Upload failures don’t provide specific reasons, causing repeated attempts.


  • File size/format restrictions aren’t clearly communicated upfront.

  • The interface lacks a preview or confirmation step, so users aren’t confident about successful submission.

Rejection feedback


  • No clear guidance on how to fix the issue or which document type to use.


  • Generic rejection messages like “Document not valid” leave users frustrated.


  • Absence of supportive tone makes users feel penalized rather than helped.

Problem Statement

Users struggle with clarity and smooth navigation in key journeys, which creates friction, drop-offs, and low engagement. The challenge is to design an intuitive and seamless experience that reduces complexity, improves satisfaction, and encourages participation while aligning with overall business goals.

Problem Statement

Users struggle with clarity and smooth navigation in key journeys, which creates friction, drop-offs, and low engagement. The challenge is to design an intuitive and seamless experience that reduces complexity, improves satisfaction, and encourages participation while aligning with overall business goals.

Market Study

Decoding Ideas and
its Evolution

Document Upload

Brainstorming Ideas

Brainstorming Ideas

Drag and Move around to see some iterations

Decoding Ideas and its Evolution

Document Upload

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.

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%.

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