Role
Research and
Design
Timeline
12 days
The team
CTO, Product Manager, Full-Stack
Developer, ML Engineer, QA, Designer
Introduction
PruveSign enhanced its Know Your Customer (KYC) process, a key step for user identity verification in its e-signature platform. This resulted in higher document completion rate and reduced time for users to complete the KYC process.
Context
PruveSign, an e-signature platform, aims to simplify and secure the electronic signing process uses KYC which includes face-match and liveness checks for robust identity verification.
Customers - Who are using PruveSign portal to create, share and review signed documents.
End-user - Who are using it just for signing the documents
Backstory
It all started when I was signing a document through PruveSign and encountered the KYC process. It became apparent to me that there was significant potential for enhancing the user experience. I initiated discussions with our Project Manager and subsequently received approval to to work on this project.
Problem
PruveSign's KYC process is hindering document completion rates due to usability issues that cause user frustration and abandonment.
Overview of the old flow
Before diving into the research let’s understand the current process for the KYC.
Step 1: The signer accesses the document through a secure link provided
in their email.
Step 2: Upon clicking the signature field, the KYC process is initiated, prompting the user to select their ID.
Step 3: The user uploads their ID document.
Step 4: The system automatically extracts information using OCR, allowing the user to review and verify the details.
Step 5: The user undergoes facial recognition for identity verification.
Step 6: As the final step of KYC, the user completes a liveness check. If the KYC is approved, the user can proceed to sign the document.
Note: Users will be able to sign the document after successfully completing KYC. Admins will then review the signed document and, based on the confidence score provided by the system, determine whether to approve or reject the document.
Research
Issues I came across the KYC process -
The KYC process begins immediately after clicking the document link, potentially surprising or confusing the signer.
There's no opportunity for preparation or to understand what's required.
There are no instructions or explanations provided at each step, which could lead to errors or uncertainty for the signer.
Prototyping
I prioritized the most critical problems I identified in my research and created prototypes that specifically address those issues.
Testing
We conducted usability testing of the prototype with five users and observed the following:
4 out of 5 understood the required actions immediately upon seeing the introductory screen.
All users (5 out of 5) successfully completed the process without needing assistance.
However, some users still dropped off after the introductory screen and resumed later. Further investigation revealed two primary reasons:
Some users had their documents on their mobile devices and preferred to complete the process on mobile.
One user had to restart the process multiple times due to a poor internet connection.
Solution
In both the above issues there was one common outcome taht they have to re-fill the entire form again. To solve is following are the solutions which were proposed:
We decided to add a "Continue on Mobile" CTA so users can seamlessly resume the process on their mobile devices from where they left off.
If the user wishes to complete the document later, or if they experience poor connectivity and are unable to continue, the information already filled out by the user will be saved automatically for their next attempt. Alternatively, they can choose to manually save the information and complete it later.
Final design
Impact
✅️ Document Completion Rate
31%
increase document completion rates which was due to a smoother KYC experience
⏰️ Time to Complete KYC
21%
reduction in the average time it takes users to complete the verification steps
☎️ Customer Support Inquiries
Significant decrease in KYC-related support tickets,
Learnings & Takeaways
The value of proactive initiative
By proactively identifying and addressing pain points, we were able to contribute significantly to PruveSign's product and customer satisfaction. I will continue to apply this proactive approach in my future projects, seeking opportunities to initiate improvements and enhance user experiences.
Building cross-functional collaboration
Engaging with the PM early on helped to build alignment, secure resources, and ensure a smooth execution of the project.
