Phone document scanning presents challenges

While the application funnel was improved, there was still some significant drop-off at two areas. ID Scan (IDV) and Business Document upload (UBO). These are the steps where a business owners is asked to do more than just fill out a form. Now let’s look at ways to improve these drop-off points.

Gaining a deeper understanding of mobile document scan

I put together a research document to understand why business owners were dropping off at these two points in the application flow.

The research team and I worked together to schedule over 20 interviews to get a qualitative understanding of the problems people were facing. After analyzing the interview scripts, we put together a survey to get a quantitative measure of the impact of these pain points.

After synthesizing the interviews, we saw about half of the business owners didn’t complete the application for the following reasons:

• Documents unavailable e.g. documents out of date or “not on me right now”
• Need more information about Wave Money e.g. One business owner, when at the point of UBO said “I wasn’t ready to go full force"
• Forgot. A lot of business owners continued their application when we reached out for an interview.

We now had qualitative data to create survey answers that accurately reflected the user experience.

We sent this survey out to specific users that were identified through a data analysis as having dropped off at the UBO or IDV step.