Malaysia
More than 300,000 customers
Tambadana
An app for loans, credits and installments for Malaysian residents.
Case: Optimizing onboarding to achieve business objectives
Although I created the design and structure of this app entirely, in this case study I want to talk about the experience of improving the onboarding process for new clients.
Business Objectives
Issue more small PDL loans to new clients
Issue more repeat IL loans (with increased amount for reliable clients)
Issue more large loans to new PDL clients
Issue more credit line loans
We had a brainstorming session with stakeholders and came up with some solutions, which I mapped on a mindmap
In order to achieve my goals, I have outlined a plan consisting of 2 stages:
1. changing the flow of the whole questionnaire to encourage users to add optional documents
2. changing the design of the questionnaire to increase user satisfaction
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In-app surveys
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CES, CSAT
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User interviews
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User Testing
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CJM based on competitor product research
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A/B tests
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Statistics from Amplitude, Hotjar and others
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Support calls
Collected data
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Percentage of users passing each ste
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Average time to complete the questionnaire
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Average time to complete each step of the questionnaire
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Errors at each step
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Number and percentage of users providing:
- Required information
- Additional documents -
User return rates (continue to complete the questionnaire from a specific step)
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Conversion rate for each platform (app, web mobile version, web PC version)
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Customer Effort Score (CES) user satisfaction metrics
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Percentage of successful document verifications
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Number of support requests at each step of the questionnaire
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Field error rate
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Number of users completing registration
Results of changing the flow of the questionnaire
25% more users provided additional documents
6% more disbursements of small amounts
16% more large sum disbursements
18% fewer delinquencies
30% more repayment of overdue loans (restructuring)
21% more repeat loan originations
Modifying the Flow questionnaire to add additional (optional) documents.
As a result of the work performed. the floo of applying for a loan was changed. The results of A/B tests showed a noticeable improvement of key parameters.
Comparison of 2 versions of questionnaires
Iterate design changes to improve customer satisfaction
Many iterations were undertaken. Along the way, solutions in similar products from around the world were studied.
Best practices and hypotheses were tested and validated.
Navigation
Steps in a row
Navigation
Categories + steps in a row
Navigation
Categories + all steps on one screen
Navigation
Drop-down list
Navigation
Horizontal scrolling of categories v.1
Navigation
Horizontal scrolling of categories v.2
Navigation
Horizontal scrolling of categories v.3
Final version
Additional changes to the questionnaire
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Introduced automatic ID Number recognition
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Improved the Home Address step
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Reduced the number of steps
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Added an alternative method for adding bank details
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Added Google login
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Added the ability to add guarantor information from your phone's contact book
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Speed up drop down lists
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Put the most common answer choices at the top
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Implemented automatic addition of work and home address by GPS (implement downloading home address data from google maps (in the works)).
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and other minor changes
This was a brief description of the process of improving onboarding in the company's applications.
The results were excellent and justified all the efforts!
