Smartplay Group
March 2021 - Augast 2023
middle web designer
New verification
Situation
The product was expanding at East Europe, but thousands users faced difficulties completing the account verification process. The verification flow was confusing, leading to a large number of support requests, which created a significant workload for the support team. This resulted in a poor user experience, causing some users to switch to competitors.
Task
Create a new verification experience that would allow users to verify their accounts by themselves, without needing help from support.
Actions
I did an in-depth analysis of the current user experience and used to data-driven to identify the key pain points in the verification process. In addition, I did market research and collaborated with cross-functional teams to collect the necessary information. After a brainstorming session, I developed an architectural map outlining two potential user flow scenarios and compared their pros and cons, I demonstrated the efficiency of my proposed solution. Once approved, I started designing the new user flow, focusing an intuitive and adaptive interface. Using the Double Diamond methodology, we also revamped the document processing service, which solved the remaining verification issues.
Result
The new verification process reduced the support team’s workload by 70%, and the remaining 30% of issues were fixed by updating the document processing service. We had no support calls in the India market. The new verification flow was successfully launched internationally in 2022 and has given thousands of users a simpler and more user-friendly experience.