Unify Giving 
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Client
Unify Giving
Scope
UX/UI Design
Introduction
Unify Giving is a non-profit organisation that bridges the financial and technological gap between those experiencing homelessness and a mainstream cashless society. The organisation's mission is to help people experiencing homelessness gain access to financial services, such as bank accounts, credit cards, and mobile payments.
Contribution
As a Lead UX Designer on the Unify Giving Onboarding Project, I was responsible for conducting thorough research and designing the product deliverables. I worked closely with stakeholders and developers to ensure that the new onboarding screens were implemented correctly. I was responsible for creating new assets with their current design system.
Problem
The organisations Project Managers had expressed concerns about the onboarding process, so I was recruited to review and enhance the onboarding procedure for the Unify Giving application. The goal was to render it more user-friendly and secure. I conducted all user research and usability testing, identifying areas for improvement. I then developed a new design that incorporated *KYC measures which was also tested with users to further improve the final design.
*KYC (Know Your Customer) is a mandatory process for banks and other financial institutions to identify and verify the identity of their customers when opening an account. This helps to prevent fraud and money laundering.
Usability Testing
I conducted usability testing of the initial designs for the onboarding screens. The goal of the usability testing was to get feedback from users on the usability and clarity of the current screens. I recruited a group of users who were representative of the target audience for the Unify Giving application and gave them each a set of tasks to complete on the onboarding screens. I observed them as they did the tasks and asked them questions about their experience.
The usability testing revealed a number of areas for improvement in the initial designs:
Users liked the idea of being able to see the progress of the onboarding and what stage they are at if KYC is going to be implemented.
Users prefer that KYC be included in the onboarding process. This is because they want to be able to complete the entire process in one go and not come back to it later.
Users would like the option to skip the KYC process if they don't have a document readily available. This is because they don't want to have to wait to donate to a charity.
Original wireframes before I joined the project:
Competitive Benchmarking
In order to gain insights into best practices for creating a seamless onboarding and KYC process, I conducted a competitive benchmarking analysis of three other fintech apps: Revolut, Robinhood, and Mint.
I downloaded the applications for Revolut, Robinhood, and Mint. I made notes on the positives and potential improvements for each of the onboarding flows, particularly focusing on the clarity of the instructions, the ease of use of the forms, and the overall user experience.
The following are some of the key findings of my analysis:
- Revolut: Revolut has a short and straightforward onboarding process that is easy to follow. The company uses KYC to verify the identity of its users and to prevent fraud.
- Robinhood: Robinhood also has a short and straightforward onboarding process. However, the company has been criticised for its slow and manual KYC process.
- Mint: Mint has a more comprehensive onboarding process than Revolut and Robinhood. The company requires users to link their bank accounts to the app, which can be a barrier for some users.
Online Surveys
In order to get a better understanding of what users who donate to charities online or through applications thought of apps that have an onboarding and KYC processes, we conducted a series of online surveys. The surveys were sent to a sample of 25 users who had donated to charities in the past year. The surveys asked users about their experiences with the onboarding and KYC processes of different apps.
The results of the surveys showed that users had a number of concerns about the onboarding and KYC processes of different apps. The biggest findings for weak areas of current KYC and onboarding processes were:
- The length of the process: 50% of users found the onboarding process to be too long and time-consuming with no clear understanding of what stage they were at in the onboarding flow and how much was left to complete.
- The complexity of the process: 75% of users found the onboarding process to be too complex and confusing.
- The lack of a skip button: 85% of users would have liked to have the option to skip the KYC process if they didn't have a document readily available.
Research
Overview
Overall, the user research suggests that the onboarding and KYC process for Unify Giving should be shorter, simpler, and more user-friendly. Users should be able to see the progress of the onboarding process and what stage they are at, and they should have the option to skip the KYC process if they don't have a document readily available.
Design
User Flow Diagram
The first step in the design process was to map out the user flow through the Unify Giving app.This began at the registration screen and ended at the onboarding completed screen. My primary objective was to simplify the flow while addressing the pain points identified in the research stage.
Interaction Designs
After completing the user flow diagram, the next step was to create sketches that would provide a visual representation of Unify Giving's onboarding process with KYC. These sketches were carefully designed with the user's behaviours and pain points in mind, all of which were identified in the research and analysis phase. User feedback was incorporated into the designs by making sure that the sketches included a short and user-friendly KYC process and a skip button for users who did not have a document readily available.
Usability Testing
I conducted usability testing with 10 people on my low-fidelity wireframes for Unify Giving to identify any potential improvements before creating high-fidelity wireframes. This step helped me to find key issues with my designs and things that could be added to improve the user's onboarding experience.
Findings:
- 70% of users wanted to have a good understanding of the onboarding journey through the process. They felt that there was a bit of information missing for users with the current screens.
- 60% of users found the onboarding process to be unclear on how long the process would take and what it would entail.
- 100% of users wanted to know why KYC was important, and felt this wasn’t clearly defined in the onboarding process.
Based on these findings, I added three extra screens to the flow to show the progress throughout the onboarding journey and how long each section would take. I also added progress bars along the different stages of the previous screens to make the process more user-friendly. Additionally, I added information on the regulations that require KYC for Unify Giving.
Wireframes - Ideation to action
The final high-fidelity wireframes are ready to be handed over to the developers and have been approved by all stakeholders in the organisation. These screens show a clear user onboarding process and are very user-friendly. The three extra screens, the progress bar, and the KYC information have improved my designs, with 100% of the usability test group finding the flow to be user-friendly, clear, quick and hassle free.
I was responsible for handing the final wireframes over to the developer teams to begin app development on the new screens.
Client Feedback
"The new onboarding screens are much more user-friendly, and the KYC measures are a great way to ensure the safety of our users. Thank you for your hard work and dedication; your FinTech knowledge is evident in the final product." - CEO of Unify Giving