BRANCH INTERNATIONAL
Onboarding & KYC
REDESIGN
Onboarding & KYC REDESIGN
Redesigned onboarding and identity verification (KYC) for Branch’s mobile banking platform across four markets, improving conversion, trust, and support efficiency through a scalable, state-driven system.
Company & product Context
Branch is a global fintech platform providing mobile banking, loans, and identity-verified financial services across emerging markets. Rapid expansion across United States, India, Nigeria, Kenya, and Tanzania led to fragmented onboarding and verification experiences, increasing user confusion and operational cost.
My Role & Scope
I was the Senior Product Designer responsible for onboarding and KYC as a platform capability across markets. I partnered closely with Product, Engineering, Compliance, and Support to define reusable patterns that balanced regulatory nuance with consistency.
A responsibility map showing my ownership across onboarding, KYC and cross-market patterns with touchpoints to PM, Engineering, Compliance and Support
OUTCOMES
The project was successfully rolled out to 60 million Branch customers, resulting in +28% increase in feature adoption and 34% reduction - in support tickets related to onboarding and KYC - within the first 3 months
Defining the Problem
Onboarding performance and verification success varied significantly by market. Country-specific flows had diverged without a shared system, leading to inconsistent UI patterns, higher verification failure rates, and increased manual support intervention.
A funnel chart from Hotjar, highlighting the drop-off points during our user KYC journey
A Figma mapping showing the current onboarding, KYC journey and usability issues on the Branch mobile app across multiple markets
Key Decision 1
Use Behavioral Data to Drive Prioritization
I partnered with Product to analyze session replays and funnel data to identify the highest-impact failure points. These insights directly informed recovery flows and sequencing decisions.
A screenshot of user activity including recordings of user actions
A screenshot of user activity including recordings of user actions
Key Decision 2
Reframe Onboarding as a State-Driven System
Instead of redesigning individual screens, I reframed onboarding and KYC as a state-driven system with explicit success, pending, failure, and recovery paths. This abstraction allowed reuse across markets while accommodating regulatory differences.
Key Decision 3
Designed patterns for Reusability Across Markets
I defined shared UX/UI patterns that could be configured per market rather than redesigned. This reduced drift and made onboarding behavior predictable regardless of geography.
Execution Highlights
The redesigned onboarding and KYC experience was implemented across iOS and Android, introducing consistent recovery flows, clearer system feedback, and reduced ambiguity during verification.
Before Redesign
After Redesign
Reflection
The project reinforced the value of solving onboarding as a system rather than a series of screens. Earlier alignment on shared success metrics across regions would have further accelerated impact.
Hi
Let's build something meaningful
I’m most excited by teams that value thoughtful execution, strong collaboration, and long-term thinking. If you’re building products that need to scale - in complexity, quality, or ambition - I’m always open to a conversation.
Hire Me :
BRANCH INTERNATIONAL
Onboarding & KYC
REDESIGN
Onboarding & KYC REDESIGN
Redesigned onboarding and identity verification (KYC) for Branch’s mobile banking platform across four markets, improving conversion, trust, and support efficiency through a scalable, state-driven system.
Company & product Context
Branch is a global fintech platform providing mobile banking, loans, and identity-verified financial services across emerging markets. Rapid expansion across United States, India, Nigeria, Kenya, and Tanzania led to fragmented onboarding and verification experiences, increasing user confusion and operational cost.
My Role & Scope
I was the Senior Product Designer responsible for onboarding and KYC as a platform capability across markets. I partnered closely with Product, Engineering, Compliance, and Support to define reusable patterns that balanced regulatory nuance with consistency.
A responsibility map showing my ownership across onboarding, KYC and cross-market patterns with touchpoints to PM, Engineering, Compliance and Support
OUTCOMES
The project was successfully rolled out to 60 million Branch customers, resulting in +28% increase in feature adoption and 34% reduction - in support tickets related to onboarding and KYC - within the first 3 months
Defining the Problem
Onboarding performance and verification success varied significantly by market. Country-specific flows had diverged without a shared system, leading to inconsistent UI patterns, higher verification failure rates, and increased manual support intervention.
A funnel chart from Hotjar, highlighting the drop-off points during our user KYC journey
A Figma mapping showing the current onboarding, KYC journey and usability issues on the Branch mobile app across multiple markets
Key Decision 1
Use Behavioral Data to Drive Prioritization
I partnered with Product to analyze session replays and funnel data to identify the highest-impact failure points. These insights directly informed recovery flows and sequencing decisions.
A screenshot of user activity including recordings of user actions
A screenshot of user activity including recordings of user actions
Key Decision 2
Reframe Onboarding as a State-Driven System
Instead of redesigning individual screens, I reframed onboarding and KYC as a state-driven system with explicit success, pending, failure, and recovery paths. This abstraction allowed reuse across markets while accommodating regulatory differences.
Key Decision 3
Designed patterns for Reusability Across Markets
I defined shared UX/UI patterns that could be configured per market rather than redesigned. This reduced drift and made onboarding behavior predictable regardless of geography.
Execution Highlights
The redesigned onboarding and KYC experience was implemented across iOS and Android, introducing consistent recovery flows, clearer system feedback, and reduced ambiguity during verification.
Before Redesign
After Redesign
Reflection
The project reinforced the value of solving onboarding as a system rather than a series of screens. Earlier alignment on shared success metrics across regions would have further accelerated impact.
Hi
Let's build something meaningful
I’m most excited by teams that value thoughtful execution, strong collaboration, and long-term thinking. If you’re building products that need to scale - in complexity, quality, or ambition - I’m always open to a conversation.
Hire Me :
BRANCH INTERNATIONAL
Onboarding & KYC
REDESIGN
Onboarding & KYC REDESIGN
Redesigned onboarding and identity verification (KYC) for Branch’s mobile banking platform across four markets, improving conversion, trust, and support efficiency through a scalable, state-driven system.
Company & product Context
Branch is a global fintech platform providing mobile banking, loans, and identity-verified financial services across emerging markets. Rapid expansion across United States, India, Nigeria, Kenya, and Tanzania led to fragmented onboarding and verification experiences, increasing user confusion and operational cost.
My Role & Scope
I was the Senior Product Designer responsible for onboarding and KYC as a platform capability across markets. I partnered closely with Product, Engineering, Compliance, and Support to define reusable patterns that balanced regulatory nuance with consistency.
A responsibility map showing my ownership across onboarding, KYC and cross-market patterns with touchpoints to PM, Engineering, Compliance and Support
OUTCOMES
The project was successfully rolled out to 60 million Branch customers, resulting in +28% increase in feature adoption and 34% reduction - in support tickets related to onboarding and KYC - within the first 3 months
Defining the Problem
Onboarding performance and verification success varied significantly by market. Country-specific flows had diverged without a shared system, leading to inconsistent UI patterns, higher verification failure rates, and increased manual support intervention.
A funnel chart from Hotjar, highlighting the drop-off points during our user KYC journey
A Figma mapping showing the current onboarding, KYC journey and usability issues on the Branch mobile app across multiple markets
Key Decision 1
Use Behavioral Data to Drive Prioritization
I partnered with Product to analyze session replays and funnel data to identify the highest-impact failure points. These insights directly informed recovery flows and sequencing decisions.
A screenshot of user activity including recordings of user actions
A screenshot of user activity including recordings of user actions
Key Decision 2
Reframe Onboarding as a State-Driven System
Instead of redesigning individual screens, I reframed onboarding and KYC as a state-driven system with explicit success, pending, failure, and recovery paths. This abstraction allowed reuse across markets while accommodating regulatory differences.
Key Decision 3
Designed patterns for Reusability Across Markets
I defined shared UX/UI patterns that could be configured per market rather than redesigned. This reduced drift and made onboarding behavior predictable regardless of geography.
Execution Highlights
The redesigned onboarding and KYC experience was implemented across iOS and Android, introducing consistent recovery flows, clearer system feedback, and reduced ambiguity during verification.
Before Redesign
After Redesign
Reflection
The project reinforced the value of solving onboarding as a system rather than a series of screens. Earlier alignment on shared success metrics across regions would have further accelerated impact.
Let's build something meaningful
I’m most excited by teams that value thoughtful execution, strong collaboration, and long-term thinking. If you’re building products that need to scale - in complexity, quality, or ambition - I’m always open to a conversation.
Hire Me :