Enhancing discovery and simplifying the complex KYC process for gamers on RummyCulture
RummyCulture gamers have to complete a one-time mandatory KYC process in order to abide by the compliance set by the Indian government for real-money gaming. This process can be frustrating for users who do not understand the need and the complexity of the process.
My Role
Product Design Lead – Interaction design, visual design, user flows, prototyping, stakeholder management
Team
HIGHLIGHTS
Modular widget for verification status
Modular widget for verification status
Designing to make the one time process delightful
Designing to make the one time process delightful
Nudging users to verify early
Nudging users to verify early
Introducing emailer templates to inform offline users
Introducing emailer templates to inform offline users
IMPACT
Humans Impacted
Conversion Rate
Process time reduced
Complaints re: KYC
THE OPPORTUNITY
Optimize the one-time KYC compliance process to reduce complexity, bring transparency and ease user anxiety.
Optimize the one-time KYC compliance process to reduce complexity, bring transparency and ease user anxiety.
FROM
FROM
Confusing, complex & frustrating
Confusing, complex & frustrating
TO
TO
Intuitive, streamlined & effortless
Intuitive, streamlined & effortless
INITIAL BUSINESS PROBLEM
“We are burdened with players calling and asking redundant questions about KYC”
“We are burdened with players calling and asking redundant questions about KYC”
– VP of customer experience, risk and payments
– VP of customer experience, risk and payments
Incoming monthly calls to support team • FY 2022-23
Incoming monthly calls to support team • FY 2022-23
Major chunk of calls were regarding KYC
Major chunk of calls were regarding KYC
RESEARCH
Interviewing the support team uncovered some user concerns
Interviewing the support team uncovered some user concerns
01
01
Poor discoverability of the KYC flow entry point which currently is hidden
Poor discoverability of the KYC flow entry point which is currently hidden
Poor discoverability of the KYC flow entry point which is currently hidden
Poor discoverability of the KYC flow entry point
02
02
Complicated process that requires assistance to navigate
Complicated process that requires assistance to navigate
To build upon this understanding, I visualized user behaviour patterns supported by engagement data from product team
To build upon this understanding, I visualized user behaviour patterns supported by engagement data from product team
Happy
Frustrated
I extended my research looking at competitor apps + crawling the internet to gain more insights
I extended my research looking at competitor apps + crawling the internet to gain more insights
Competitor analysis revealed few insights but confirmed that KYC processes are cumbersome across all platforms, emphasizing the need for an improved, market-leading solution.
Competitor analysis revealed few insights but confirmed that KYC processes are cumbersome across all platforms, emphasizing the need for an improved, market-leading solution.
Our engineer proposed using OCR to tackle the landscape typing issue, and hence I adjusted our design sprints to align with priorities and deadlines.
Our engineer proposed using OCR to tackle the landscape typing issue, and hence I adjusted our design sprints to align with priorities and deadlines.
FINAL DESIGNS
The enhanced KYC verification flow
The enhanced KYC verification flow
Nudging player’s mental model to verify compliance early on
Nudging player’s mental model to verify compliance early on
I utilized the existing fly-out menu to prompt users to complete their verification, I also integrating this in our design system as a modular component for future communications.
I utilized the existing fly-out menu to prompt users to complete their verification, I also integrating this in our design system as a modular component for future communications.
I designed email templates as an additional communication channel for reaching players when they are offline.
I designed email templates as an additional communication channel for reaching players when they are offline.
Breaking down the complex KYC process into simpler steps
Breaking down the complex KYC process into simpler steps
Users relied on guidance from our support team or youtube videos to navigate the process. I created a touch-point for tutorial videos to making it easier for users to follow.
Users relied on guidance from our support team or youtube videos to navigate the process. I created a touch-point for tutorial videos to making it easier for users to follow.
Enhancing the landscape typing experience for all devices
The previous typing experience was problematic leading to significant user frustration. As a necessary improvement, I revamped the landscape typing experience across the app.
The previous typing experience was problematic leading to significant user frustration. As a necessary improvement, I revamped the landscape typing experience across the app.
TESTING
I ran usability tests company wide and set performance indicators with the product management team
I ran usability tests company wide and set performance indicators with the product management team
Some of the indicators I set on mix-panel to measure success
Some of the indicators I set on mix-panel to measure success
Prioritizing bugs and sharing with the engineering team.
Prioritizing bugs and sharing with the engineering team.
IMPACT
Humans Impacted
Conversion Rate
Process time reduced
Complaints re: KYC
After the revamped compliance, players now have a clear grasp of the process, empowering them to independently manage, track, and navigate their compliance requirements without external assistance.
After the revamped compliance, players now have a clear grasp of the process, empowering them to independently manage, track, and navigate their compliance requirements without external assistance.
After the revamped compliance, players now have a clear grasp of the process, empowering them to independently manage, track, and navigate their compliance requirements without external assistance.
After the revamped compliance, players now have a clear grasp of the process, empowering them to independently manage, track, and navigate their compliance requirements without external assistance.
RETROSPECTIVE
Involve stakeholders as early as possible and socialize progress, successes, and failures
Involve stakeholders as early as possible and socialize progress, successes, and failures
Involve stakeholders as early as possible and socialize progress, successes, and failures
Involve stakeholders as early as possible and socialize progress, successes, and failures
Acknowledge your biases to avoid your research and solutions from being skewed
Acknowledge your biases to avoid your research and solutions from being skewed
Acknowledge your biases to avoid your research and solutions from being skewed
Acknowledge your biases to avoid your research and solutions from being skewed
Tap into the knowledge of veteran stakeholders to gain deeper and meaningful insights
Tap into the knowledge of veteran stakeholders to gain deeper and meaningful insights
Tap into the knowledge of veteran stakeholders to gain deeper and meaningful insights
Tap into the knowledge of veteran stakeholders to gain deeper and meaningful insights