Onboarding

TYPE OF CLIENT

Finance

CLIENT

modalmais

CONSULTING

Ília Digital

Challenge

The bank was looking to introduce new features but faced significant challenges during the customer onboarding process. Understanding the critical role of onboarding, I suggested a product discovery initiative that was essential for the successful integration of new features. This solution was recognized by the bank as a strategic approach to improve customer engagement and retention.

Identified hypotheses

The current onboarding process complexity hinders customer adoption of new features, resulting in lower engagement and retention rates.
A more streamlined and user-friendly onboarding experience would lead to higher customer satisfaction and faster adoption of new features.
Lack of product discovery initiatives during the onboarding phase may prevent users from fully understanding and utilizing new features, impacting overall product success.
By addressing onboarding pain points, the bank could increase customer trust and loyalty, thereby improving long-term retention.

Opportunities

Optimize the onboarding process: Simplifying onboarding and focusing on user-friendly design can enhance customer experience and lead to smoother integration of new features.
Enhance customer engagement: Addressing the onboarding challenges presents an opportunity to strengthen customer engagement, making the transition to new features seamless and intuitive.
Increase retention and reduce churn: A well-designed onboarding process, coupled with strategic product discovery, can directly contribute to higher retention rates and reduce customer churn.
Analyzing customer behavior during onboarding could uncover further opportunities to personalize and optimize the process, ensuring users get the most value from new features.

Internal Interviews

~ 12 areas were interviewed

to map hypotheses, gather internal perspectives, identify pain points, and document internal processes, including relevant data and metrics. These interviews covered key departments, providing a comprehensive view of the organization's operational challenges and opportunities.

The conclusion was that internal challenges are reflected in the registration process and are eventually perceived by customers. These difficulties have a direct impact on their overall experience and interaction with the institution.

Trends and Benchmarking

+20 segment players
+5 others segments

Between leveraging technology and ensuring reliable systems, building a trust-based relationship with customers—through effective communication and by offering stable, user-friendly platforms—can create significant competitive advantages.

Building on this, I systematically collected information and proposed viable and actionable solutions tailored to our client's needs, ensuring they were feasible for the bank to implement. This process involved gathering insights directly from our customer base and analyzing data to develop strategies that not only meet client expectations but also align with the bank's operational capabilities and strategic goals.

Mapping market trends and innovations with benchmarks, and analyzing competitors and benchmarks from analogous environments.

Quick wins

In parallel, we implemented quick wins—short-term improvements to the existing workflow, based on the information we collected.

+80 screens +16 review flows

External Interviews

The external qualitative interviews were conducted to map customer profiles, scenarios, pain points, and behaviors, as well as to validate our hypotheses

+ 5 interviews across various regions of Brazil

Onboarding Journal

This blueprint serves as a strategic guide, mapping out key processes, user interactions, and business needs while also highlighting opportunities for improvement. It provides a clear visualization of the platform’s current state and future potential, ensuring that proposed solutions are well-informed, data-driven, and aligned with both user expectations and business objectives.

Clustering

The internal and external information I collected, along with the interviews we conducted, has been compiled in a blueprint.

The outcomes revealed opportunities to increase the number of account openings without compromising client security or the bank's integrity. We then aligned these opportunities with impact and effort levels, ensuring they matched the bank's strategic priorities. This approach allowed us to prioritize initiatives that offer the greatest benefit with manageable effort, enhancing both customer satisfaction and the bank's operational efficiency.

After completing the quick wins, we developed an opportunity tree to identify needs and potential solutions. This was followed by creating an effort and impact matrix to categorize initiatives into short-term actions, long-term projects, and separate projects.

Results