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All case studies
Nova Pay
Cut onboarding drop-off nearly in half
Four in ten small merchants never finished opening an account. We watched eleven of them try, then split the flow in two.
- Industry
- Fintech
- Year
- 2025
- Services
- Research, Product design, Design system
- Team
- Research lead, Product designer, Design engineer
The challenge
Nova Pay was signing up small merchants at scale, but four in ten never finished opening an account. The team assumed it was a compliance problem. It wasn't — every merchant we shadowed stalled at a document upload step asking for paperwork they kept in a drawer at home.
Our approach
- 01Shadowed eleven merchants signing up on their own phones, mid-shift
- 02Split the flow: everything answerable from memory first, in under two minutes
- 03Moved verification to a resumable track with SMS handoff
- 04Rebuilt the front end on a 24-component design system
Results
- 47%
- Drop in onboarding abandonment
- 1:52
- Median time to first account
- 24
- Components in the shipped system
In the client's words
“They watched our customers fail before they drew a single screen. That order of operations is the whole reason it worked.”
Outcome
- Onboarding abandonment down 47%
- Median time to first account of 1:52
- Mobile and desktop flows stopped diverging each release