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Product Case Study
Individual & Sole Proprietorship Shopkeeper Onboarding Journey
The Aadhaar-based onboarding flow had several failure points: state mismatches, unclear category options, and success screens shown even after failures, all of which were dropping users before completion. I drove a set of fixes across the flow: face-authentication to replace a weak verification step, shop-photo capture fixes, general UI cleanup, pre-filling of business details to cut manual entry, and API-based verification of business documents to reduce turnaround time. Together these took conversion from 50% to 73%.
From a PM's Desk
- Who it's for
- Individual and sole-proprietorship shopkeepers going through Aadhaar-based onboarding — mostly first-time digital-onboarding users with low tolerance for an ambiguous error state.
- Approach
- Not a redesign — a funnel audit. Instrument every screen, find where people actually drop, fix the highest-leverage failure first (face-auth), then work down the list. Classic conversion triage, not a rebuild.
- Metric I'd chase
- North star: end-to-end conversion (50% → 73%). Each screen-level fix was a leading indicator; conversion was the only number that mattered at the review.
- Status
- Shipped.