Streamlining ID Verification
Increasing Efficiency with Face ID, Qtrade Direct Investing, 2021
Context
The business strategy team aimed to replace the current ID verification process due to its high cost, client frustration, support team overload, and slow account opening process.
Goal
The goal was to create a seamless and effortless ID verification experience for users through the implementation of real-time ID verification technology.
Image source: Trulio - Buyer’s guide to digital identity verification
My Role
Product design lead
I was responsible for defining the UX strategy, guiding the UI designer and UX writer, and collaborating with the product owner, development team, and internal stakeholders to ensure a smooth implementation of the solution.
Zoom Out - Overall Account Opening Process
Our account opening process was very lengthy and included multiple requirements that resulted in a high number of drop-offs even before users get to the ID verification stage.
Zoom In - Problem Area
Existing ID verification process
The existing ID verification process was a major source of customer frustration, as it was one of the key areas where a high number of customers dropped off during the account opening process.
Proposed Solution by Business Strategy Team
Despite the promising outlook of the proposed solution, I identified several areas that require more attention to ensure the success of this initiative.
The 2-minute processing time during active task execution was particularly alarming and raised concern.
UX Approach
Using the information we gathered, I devised the UX approach considering user needs, business requirements, and potential risks.
Based on our users' historical feedback, they may not be familiar with Face ID verification and may lead to reluctance in moving forward with this process.
User Journey
To share my approach with the team, I utilized a simplified format for the account opening flow. The following visualizes the emotional journey of our users and highlights the shift from desktop to mobile devices. The emotional peaks and valleys are based on analyzed customer feedback and drop-off rate data.
Prototype
In creating our first iteration of the prototype, I consistently emphasized my approach of creating a straightforward and seamless design to mitigate risks, such as forced device switching and a low-tech experience for our user base which could result in drop-offs.
Validation
The team conducted an unmoderated user test with participants to ensure their comfort with the new process and clarity in understanding each step. We also wanted to assess their tolerance for wait time during ID processing.
The results were predominantly positive, and it was a relief to find that users were willing to accept a 2-minute wait if it meant a faster overall account opening process compared to the current one.
A Twist
As the team prepared to launch the initial release, we learned that the ID processing time would be significantly longer than expected. This resulted in an extended wait time of up to 10 minutes per customer, compared to the initial projection of 2 minutes.
Proposed a Risk Mitigation Strategy
With the fast approaching deadline, I proposed a shift in scope to focus solely on a mobile release. This approach aimed to mitigate risks and allow for a smaller, controlled "beta" release. My objective was to learn from this initial release, gather feedback, and make necessary adjustments before expanding to a full-scale launch.
The proposed mobile-only launch was a strategic choice, as we understood that our mobile users were more tech-savvy and had already demonstrated a high tolerance for our process. To keep them engaged, we considered implementing helpful videos, guides, and notifications to ensure they remained invested in the process.
MVP Release
The new ID verification process was launched for mobile onboarding users, with an option to choose the existing ID process.
MVP Prototype
Result
The launch of the new ID verification process was a success, with 46% of users choosing to use the new process and achieving a 90% success rate. The design received positive feedback from both users and business stakeholders and was praised for its clear UX vision, cohesive outcomes, and simple, clutter-free design. The success of the project was a result of strong teamwork and effective collaboration between the design and development teams.
