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Summary

Context

Approach

Improvements

Outcome

The one that I increased the ID Check conversion rate by 357% with AB testing

If you're in a rush, here’s a summary 👇🏽

I collaborated with PM, devs and risk to design a multichannel identity check feature that verified
2800+ ecommerce merchant identities, helping to reduce fraud and money laundering

I collaborated with PM, devs and risk to design a multichannel identity check feature that verified 2800+ ecommerce merchant identities, helping to reduce fraud and money laundering

I collaborated with PM, devs and risk to design a multichannel identity check feature that verified
2800+ ecommerce merchant identities, helping to reduce fraud and money laundering

Context

Pagar.me is a payment service provider that allows e-commerces and marketplaces to sell online with security and stability.The company's aims to become a complete financial services platform for businesses and offer a complete banking experience on top of the existing payments solution.

Problem

In order to comply with Brazilian regulations and increase fraud prevention, the company needed to verify their customers' identities via background check, document verification and facial biometrics.

Approach

My first stages in this assignment involved developing a comprehensive understanding of the topic, creating objectives, and recognizing limitations.

Competitor analysis

I analyzed and documented the identity verification experiences of several financial institutions to learn their strengths and weaknesses.

Competitor analysis

I analyzed and documented the identity verification experiences of several financial institutions to learn their strengths and weaknesses.

Competitor analysis

User flow

Service blueprint

I analyzed and documented the identity verification experiences of several financial institutions to learn their strengths and weaknesses.

User interface and prototype

See full prototype

Post - launch improvements

After three months from the first launch , I conducted a thorough quantitative and qualitative analysis on the live experience such as a

- Funnel analysis
- Heatmaps
- Watch user session recordingsin order to identitfy improvements.

What I learned

The personal data page is where the majority of users leave with a 79% dropout rate

What I learned

The personal data page is where the majority of users leave with a 79% dropout rate

Problem hypothesis

The identity check pop-up is text-heavy and has a friendly tone of voice, which led users to just close it and leave the page without actually grasping its importance.

Problem hypothesis

The identity check pop-up is text-heavy and has a friendly tone of voice, which led users to just close it and leave the page without actually grasping its importance.

Problem hypothesis

The identity check pop-up is text-heavy and has a friendly tone of voice, which led users to just close it and leave the page without actually grasping its importance.

Action

Explore ways of enhancing the visual hierarchy and text effectiveness of the pop up

Action

Explore ways of enhancing the visual hierarchy and text effectiveness of the pop up

Action

Explore ways of enhancing the visual hierarchy and text effectiveness of the pop up

Ideation

From the problem framed, I collaborated with designes to ideate on solutions

Out of the solutions, we converged to one solution that we all felt confident to test.

🗨️ The underlying assumption I wanted to test

Does a straightforward and visually appealing pop-up increase users' awareness of the ID verification and translate into fewer drop-offs?

AB testing

Besides the text and visual changes stated above, I also brought the most important instructions from the existing contextualization page to the new modal.

Therefore, I decided to redirect users that clicked the modal straight to the first form page.

Expected result

I expected to increase the percentage of users who get to the Address Page from 15.9% to 17.49% in 2 weeks

Outcome

Primary metric: Address Page reach

The experiment exceeded expectations and increased the percentage of users who reached the address page by 357% (from 14,47% to 66,25%).

Secondary metric: CTR of the new pop up

The click through rate of the pop increased bt 144.26% from 6% to 16¨%

This increase in conversion rate contributed to an overall increase in verified users. A total of 2800+ merchants successfully verified their identities, with only 13 support cases being opened.