Businesses use Instamojo to solve a variety of problems from payments to cash-flow. Our customers range from seasonal artists, and freelancers to enterprises.
The Onboarding needed to:
A serious business is not intimidated by a long Onboarding flow. We learned this from years of interaction with new and potential customers and experiments.
A serious business expects a serious onboarding.
Over the years, our machine-learning algorithms have improved, re-affirming the inputs that matter. This helps us decide what questions to ask a customer.
We distilled our learnings into a user-experience framework. There were 3 key framework challenges. The Onboarding needed to be:
The resulting framework consists of dynamic steps. Each step asks the user for a specific category of information. Eg: Business Type, Tax Details, Bank Details, KYC Document Upload, etc.
The system can decide to add or remove these steps on the fly. Or change the way of the questions are framed:
A user may not get approved by the risk algorithms to use payments. They would see a very different flow as compared to the approved users.
Once the user lands on the dashboard, our 'Onboarding Tasks' guides the users to the Critical Product Experience. Critical Product Experience is the ideal path the customer should take to get the most out of Instamojo and become an active user.
By the time the user sees the tasks, we know enough to recommend the best products.
Our payment button is on the customer website before they even get a call from our competitors.
Most users onboard within 5 minutes, and in the next 50 minutes, they are active users of Instamojo.
With Onboarding tasks, we reduced the time to "aha-moment" from 7 days to 50-80 minutes.