Challenges
Bujeti was experiencing a high drop-off rate because the process was too lengthy and cumbersome. There were document requirements that not all companies had at the time of registration; as a result, we kept losing leads.
The existing flow did not take into account the user profiles and features they wanted to use.
The goal was to optimise the process, thereby improving conversion.
Approach
I created flows and analysed them with the entire product team—including marketing, sales, and customer support—to spot areas of improvement and refine the experience for our customers, while benchmarking against competitors.
It was important to identify what features required a full onboarding experience and what did not.
Solution
Now users had a quick and easy sign-up process tailored to their needs.
Before granting access to the platform, we ask what features users would like to use. This determines their document requirements and also offers more insight into how they use the platform.
Welcome to Bujeti
Depending on what features are selected, users have the option to do a quick document upload and continue with the application, or finish their KYC.
If users interact with a feature that requires more documents, we prompt them to complete their KYC to gain access.
Responsibilities
- Translated PRDs into user-centred designs that balanced registration requirements with conversion goals
- Conducted deep research into onboarding best practices across SaaS and fintech to benchmark the experience
- Facilitated cross-functional testing with users, engineers and customer success to validate the redesigned flow
- Partnered with marketing to craft launch materials that communicated the improved onboarding value proposition
Conclusion
Revamping the onboarding experience reinforced how deeply first impressions shape long-term retention. The key insight was that registration isn't a one-size-fits-all gate — it's an adaptive funnel that should flex around user intent and document readiness. By decoupling mandatory KYC from initial access and letting users self-select features upfront, we reduced friction at the exact moment trust is most fragile, driving a 40% increase in subscription and measurably lowering churn.