Shopee Merchant Onboarding
Improving the KYC onboarding process for new merchants in Shopee Counter Thailand
PROJECT OVERVIEW
Improved new merchant KYC process for Shopee Counter users in Thailand
Shopee Counter (SPC) is a platform for micro-merchants to sell Digital Purchase (DP) products (e.g. Telco Bills, Data Packages) and earn commission. This project is now live on the SPC app for merchants! 🥳
ROLE 👩💼
UI/UX Design Intern at Shopee (2022)
TEAM 👥
Shopee SeaMoney Merchant Services
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Worked with team of Designers, Product Managers and Developers
PROBLEM 😣
Low KYC submission & approval rates and drop-off issues, discovered usability pain points upon analysis
SOLUTION 😎
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Simplified KYC process to make it easier for new users to submit KYC
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Improved UX to ensure users enter the correct info for KYC
THE PROBLEM
Low KYC submission & approval rates 😭
Shopee Counter was not performing well due to low KYC submission and approval rates. It was clear that users were facing pain points throughout the KYC process that caused them to drop out of the KYC process or input the wrong information that causes their KYC to be rejected.
Shopee Counter was not performing well due to low KYC submission and approval rates. It was clear that users were facing pain points throughout the KYC process that caused them to drop out of the KYC process or input the wrong information that causes their KYC to be rejected.
Shopee Counter was not performing well due to low KYC submission and approval rates. It was clear that users were facing pain points throughout the KYC process that caused them to drop out of the KYC process or input the wrong information that causes their KYC to be rejected.
Business Objectives 🏦
To increase KYC submission rates in Thailand
Design Objectives 🎨
To simplify the KYC process to make it easier for user to submit KYC
To resolve top KYC drop-out issues
To increase KYC approval rates in Thailand
To ensure users enter the correct information
To resolve the top KYC rejection reasons
RESEARCH
Data analysis revealed the top KYC drop-out issues and rejection reasons 📊
By synthesising the results from data analysis, I derived the following data insights on pain points.
Top KYC Drop-out Issues
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Merchants tend to drop out of KYC at ID Card Verification stage
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Merchants tend to drop out of KYC at Liveness Check
Top KYC Rejection Reasons
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Merchants face issues with uploading their store photos
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Merchants face issues with Address fields, especially sub-district & district fields
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Merchants face issues with Business type field
UNDERSTANDING THE USER
Organised design workshop to analyse the user journey and discover pain points 🧐
The workshop set-up, all done by me 📝
An insightful discussion with both PMs and Designers 🗣
👔 Focusing on new merchants using SPC for the first time
I organised this workshop involving both PMs and designers in the Merchant Services team to deep dive into the user journey, employing design thinking methods like the Empathy Map (Do, Think, Feel) to put ourselves in the shoes of users, deriving pain points and key challenges, before finally defining the problem statement as "How Might We..."s.
HOW MIGHT WE...
How might we simplify the UX for new merchants doing KYC❓
How might we ensure new merchants enter the correct information for KYC❓
KEY IMPROVEMENT 1: SIGN UP
Pain points
😕 Unfriendly entrance to onboarding experience
😕 Login and Sign Up entry points are unclear
May result in lower sign-up rate
Users have to enter phone number twice to sign up 😱
No onboarding or CVP page 😭
Solution
💡 Added onboarding page to convey customer value proposition and a friendlier onboarding experience
💡 Clearer Login and Sign up entry points
CVP communicated, friendlier and clearer onboarding, plus user flow made more concise 😄
KEY IMPROVEMENT 2: ID CARD VERIFICATION
Pain points
😕 Inconsistent guidelines for taking ID card photo
😕 Additional user action needed to rotate phone to capture photo
Lead to lower KYC approval rate and drop-out issues based on data insights
For front of ID card 👤
Lack of guidelines to help user in taking the right photo for back of card 🤨
Solution
💡 Clear and consistent instructions to ensure photos are taken correctly
💡 Reduced unnecessary user actions by using the vertical phone orientation
💡 Setting the standards for Seabank's KYC to ensure consistency across products
Improved user experience - text will not be blocked when card is in frame, reduced unnecessary user action of rotating phone
Clear guidelines on how to place the card, reduces mistakes 😄
KEY IMPROVEMENT 3: FACIAL VERIFICATION
Pain points
😕 Liveness check is an unfamiliar mental model
😕 Liveness check opens the camera immediately, does not prepare users for the process
Lead to lower KYC approval rate and drop-out issues based on data insights
😱
Liveness check opens the camera immediately & does not prepare users for the process, may end up causing confusion or shock 😱
Solution
💡 Renamed to 'Facial Verification' to suit users' mental model
💡 Clearer instructions given to prepare users & guide them to pass the verification process
Taking care of how users feel during the user journey, with clear communication of instructions and purpose 😄
KEY IMPROVEMENT 4: UPLOADING STORE PHOTOS
Pain points
😕 Users are unsure of the standard of photos that KYC requires for store images
😕 Lack of guidance on how to take the store photos
Lead to lower KYC approval rate based on data insights
User flow to upload store photos lacks guidance, only gives vague text instructions on what needs to be included (highlighted in red box) 😵💫
Solution
💡 Clear guidelines and photo samples given to show merchants what needs to be included for the KYC store photos
Clear instructions and photo samples to set the standard 😄
The project is successfully launched and live on the SPC app! 🥳
New merchants in Thailand now have an improved onboarding experience when they start using the SPC app!
I am thankful to have been given this opportunity to work with Shopee's wonderful team of PMs, engineers, business team, and fellow designers to make this project come to life. It was a great learning experience leading the design workshop that played an important role in this project as well.
Takeaways 😌
Balancing the trade-off between user needs & technical considerations ⚖️
I learnt to design with technical considerations in mind, such as feasibility in terms of effort from developers, as well as iterating designs with workarounds while still championing for users’ needs.
Designing at the intersection of user & business needs 🤝
I learnt to design at the intersection between user needs and business requirements by synthesising insights from Q1 data analysis and mapping business objectives to design objectives of improving UI/UX.
Future considerations
Scaling this project for the future, I collaborated with the designers I was handing this project to, to ensure scalability:
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Align with other products under Shopee and SeaMoney on KYC standardisation
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Apply and localise learnings to SPC Indonesia, Vietnam, and Philippines to improve their KYC user experience
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Other personas for future consideration in improving the KYC process for different user profiles
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User whose KYC is rejected, goes back to edit information and resubmit
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User whose KYC is rejected, does not go back to resubmit
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