Bundle Onboarding Redesign
Redesigning onboarding for a social payments app — boosting engagement by 27% and reducing churn by 30%
Context
42% of users were dropping off during onboarding. The product was losing people before they ever saw its value.
Between March and May 2021, 51,500 users attempted to sign up for Bundle. Only 29,800 completed it. The onboarding was too complex, KYC was confusing, and there was nothing in place for users new to crypto.
Research
We didn't guess. We asked.
Using sign-up data combined with semi-structured user interviews, we grouped users into 3 cohorts based on where they dropped off. Each cohort had different pain points, so we designed solutions specific to each group.
Users grouped into 3 cohorts by drop-off point — each with distinct pain points and tailored solutions
Design Decisions
One onboarding flow doesn't fit all crypto users.
Research showed users ranged from complete beginners to experienced traders. We introduced self-segmentation at the start of onboarding so the experience could adapt based on crypto knowledge level.
Self-segmentation screens — users identify their crypto knowledge level and intended use so Bundle can tailor their experience from the start
Newbies needed a hand. So we built one.
For users who identified as beginners, we introduced a guided product walkthrough showing them what Bundle could do before asking them to commit to anything.
The product walkthrough for new users — a guided tour of Bundle's key features triggered when a user identifies as a Newbie
KYC was the biggest drop-off point. We made it transparent.
We redesigned the entire KYC flow: adding upgrade tiers with clear benefits, multiple ID options, and plain-language explanations for why we needed sensitive information like BVN.
The redesigned KYC flow — tiered account upgrades with clear benefits, flexible ID options, and transparent explanations for sensitive data collection
Outcome
700K users. 1M downloads. The onboarding worked.
Bundle grew to over 700,000 users by May 2022 and hit 1 million downloads on Google Play the following month. Monthly transaction volume climbed steeply throughout.
User growth and monthly transaction volume after the improved onboarding launched
27%
Increase in onboarding completion
30%
Reduction in churn during onboarding
1M+
Downloads
700K
Registered users
Reflection
Drop-off data tells you where. User interviews tell you why.
The combination of quantitative and qualitative research was the most valuable thing about this project. Numbers showed us the problem. Conversations showed us how to fix it.