Tackling the increasing rate of inactive users

This feature of the Fundall app played a significant role in converting the increasing number of inactive users to active users by 62%. It involved an update on the onboarding experience of the app. This casestudy details how this was achieved

Company

Fundall Technologies

Platform

Role

Year

Mobile

Product designer

2022

Backstory

In 2019/2020, Fundall launched it mobile app targeted towards serving the unbanked within the Nigerian financial ecosystem. At launch of the app, we went all in with marketing and advertisement which got the app adoption to about 14,000 users within a year. In 2022, when I joined, the app was struggling to gain traction. It was realised that the app had more people trying to download the app on the app store, however, there was a decline in active users

So a research was conducted to know why this was happening. The problem was that people did not trust the app enough to provide their BVN details which was a major requirement to complete the onboarding process.

Design Goal

User research, Prototyping, Userflow, Design systems, User interface, User experience

User research

Our research approach invovled a much more organic style. We had an existing community of fundall users where they had direct access to our sales. we were able to periodically have call sessions with the users where concerns were raised. We (I , Product manager & Sales) were involved in conversing with over 200+ customers was about 1% of the entire users at the time.

Relevant Insights

Over 100+ users could not complete their onboarding because they thought it would not be safe for them to input their BVN. This caused a lot of users to step back on completing the onboarding phase and later on deleting the app

Discussing ideas

At this point, we knew what the issue was and the potentual of this becoming a bigger issue, we (I, Product manager & relevant stakeholders) discussed on the potential options we had while mapping out a feasible solution, we asked questions like -

After much delibrations and research, we went further to identify the regulatory impact on our options and we realised the BVN being a major tool in generating account number for accounts could not be discarded which raised another question which was -

How do we generate account numbers for users who don't want to input their BVN?

How do we enusre we gain user's trust and align with regulatory policies?

Should we remove BVN from the process?

Should we utilise another option?

How do we activate accounts?

Exploring the Solution

After much delibrations and research exploring what was obtainable within the market, we decided to remove the BVN process from the onboarding phase to the app experience.

With this users could-

1. Successfully create thier account with limited actions in the homepage

2. Experience the app to gain trust

3. They choose to activate their account by inputting the BVN

4. We generate an account number for the users

My Contributions

The goal was to increase active users by atleast 10% month on month

How do we approach this?

Outcome

At the end of 2023, we had grown our user base from 14,000 to over 85,000 with 62% active users and a transacting volume of 200 million

Key Learnings

Working on this project made me realise how the littlest things could be the greatest solution. Also, the essence of communication, team work and managing stakeholders played a major role in ensuring we effectively arrived at a solution that was feasible enough to meet user needs.