KYB verification, from 50 minutes to 15
70% of new businesses were abandoning the KYB form and falling back to the customer success team to finish onboarding. I rebuilt the flow into a section-based, save-and-resume experience with inline compliance feedback — cutting completion time by 70% and CS tickets by 38%.
- Client
- Qashio — Corporate spend & card platform
- Role
- Product Designer
- Year
- 2024
- Tools
- Figma · PostHog · FigJam
Method, insight, decision, tradeoff.
The four beats that turn a project into evidence — how I researched it, what I learned, the call I made, and the compromise I accepted to make the call.
PostHog funnel audit at field-level before any redesign, plus moderated interviews with six applicants who had abandoned. Compliance interviewed as a user, not a reviewer.
The form wasn't hard — it was untrackable, unshareable, and unforgiving. Applicants couldn't pause, invite a co-founder, or see where compliance stood.
Break KYB into four sections with independent state (Not Started, Saved, In Review, Approved, Rejected). Compliance comments live inside the form. Stakeholders can be invited to a single section.
Two iterations documented and killed before sign-off — accordion and linear stepper. Slower to a first pixel, but the shipped pattern held under real applicant flow.
Phases, decisions, artifacts, outcomes.
The actual shape of the work — not the marketing version. Each phase lists the calls I made, what shipped, and what moved.
Discover
- Interview compliance and management before shaping the form.
- Read the funnel in PostHog before running any new studies.
- Data requirements from compliance.
- Baseline funnel: where the 70% actually drop.
Named the failure mode: length, context-switching, and no way to pause.
Research
- Moderated interviews with real applicants who had abandoned.
- Instrument every field with PostHog before redesigning.
- Six verbatims, top-6 pain points, field-level drop-off map.
The form wasn't hard — it was untrackable, unshareable, and unforgiving.
Design
- Break the form into four sections with independent state.
- Compliance comments live inside the form, not in email.
- Enable stakeholders to be invited into individual sections.
- Section-based KYB, status system, comment thread, hint text.
- Two rejected iterations (accordion, linear stepper) documented.
Feedback loop moves from days over email to hours inside the app.
Ship & Measure
- Internal usability with finance team before external release.
- Limited rollout with a small cohort before full launch.
- Usability findings, back/next affordance patch, launch metrics.
KYB 50 → 15 min · CS tickets −38% · Activation +22%.
This case study is under NDA.
Full artefacts, research, decisions, and outcomes are available with a password. If you're a hiring team or collaborator, get in touch and I'll share access.
The problem
Seventy percent of new businesses were not finishing KYB on their own. After paying for the platform, they hit the form, stalled, and fell back on the customer success team to collect their information over email. Onboarding — the moment we needed to feel like the product had already earned its price — was the moment the product was doing the least work.
Six pain points from research
- The form was too long to complete in one sitting.
- No save or resume — coming back meant starting over.
- No categorisation or step-based guidance to hold context.
- No help text or examples, so terms like 'proof of address' were guesses.
- Compliance feedback only arrived after the whole thing was submitted — and only over email.
- No way to request specific pieces of information from a co-founder or accountant.