Too many choices, and instructions were not providing an easy low barrier entry.

EFFORT

The older designs did not showcase the service or the benefits to the users.

COMS

Confusing for people who do not finish submitting in one sitting. If they stop halfway, then they need to click on log-in since this screen prioritizes sign-up, it could confuse some users.

COMS

The value proposition was positioned after the user created an account. In self-serve best practices the user needs to be convinced first.

COMS

These benefits were based on past research. Since we were now targeting a different merchant segment (SME, Retail) it was not relevant anymore.

COMS

The commission was shown in order to be transparent, but our competitors offered 0% MDR.

COST

Previously this was needed for food merchants who were delivering food. Now we were not limited to food merchants.

COMS

The more modern way to do this is to provide a location picker, which has become more ubiquitous. However Most people did not know their postal code. Especially for their business address.

EFFORT

Generally this page helped merchants prepare. BUT it was demanding difficult to consume and thus easily ignored.

EFFORT

Most merchants needed to look for their information or documents. They didn’t have it on hand.

EFFORT

Apart from being enormously long, the user had to do complicated photos of their ID and Selfies with IDs, all without getting too much real time feedback and inside a webview UI. The KYC team had to check these manually and provide feedback to the merchant.

EFFORT

There was no OCR happening on the uploaded photos, everything had to be typed manually.

EFFORT

From a compliance perspective we were doing as prescribed but there was a need for modernization to reduce the manual effort.

The business categories were being pulled directly from the PTEN (Issuing authority) list. This was huge. And it led to a lot of cognitive overload to match businesses to the category easily.

EFFORT

Business naming was not simple, we required businesses to indicate their area. Again this was something we inherited from the food delivery onboarding.

EFFORT

If the address from different from the ID, and it almost always was, then on top of lat/long the merchant would have to also manually enter their address.

EFFORT