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Chase UK Onboarding & Authentication
End to end journey to get an account with Chase
My Contribution
Product Design
CX representatives
Behavioural data analysis
Usability
Duration
16 months
Improve conversation rate while reducing cost-to-serve
Onboarding in digital banking is a balancing act between compliance and user experience. Too many steps and users drop off; too few and you risk regulatory breaches
01
Excessive information requested from users
02
Must comply with global AML and KYC rules
03
Identity verification is highly complex
04
Design with multiple markets in mind
How my design adds values
Open a bank account in less than 7 minutes!
Bite-size guidelines
Break guidelines into small, easy-to-follow steps. Provide detailed visual instructions for customers on how to upload their ID and take a selfie.
Track and motivate
Applying behavioral design to clarify the application process upfront, reducing uncertainty and boosting customers motivation.
Smart errors handling
Implement a human-centered approach to streamline data matching, ensuring quick self-service error recovery. Improve the way users taking photo of their ID & Selfie
Results
By analysing key product metrics—including time on task, conversion rates, and ID verification rates—I identified opportunities to improve the onboarding journey. The results below reflect onboarding performance three months after launch.
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