Redesigning user rejection
Credit card rejection was the most pressing problem Kiwi was facing as a business as
a poor application experience can frustrate users, hurt trust, and drive them away
Why redesign?
The credit card rejection required a redesign as to serve better in terms of handling user expectations.
To gain deeper insights I partnered with the APM to research the problems that users were facing while they were getting rejected & defined the key areas to focus on.
Research
We conducted both primary & secondary research to understand the pressing problems that users faced
Key user problems
Don’t get to know the rejection reason
User is frustrated even if they have good bureau report
They don’t know when they can apply again
Filling wrong information in application form
Users fears that their data is being used by third parties.
If their score is getting impacted or not
Business problems
Brand Impact
As a result of rejection the users is frustrated which leads to them going out on social media or playstore affecting ratings and overall image of the company.
User retention
As a result of rejection users who can use Kiwi for UPI, were also dropping of as they didn’t feel the need to stay as they got rejected
Reasons for getting rejected
User can get rejected due to multiple reasons, some of them are mentioned below
& many more....
Existing solution
The existing solution provided a lot of challenges like
Adding to user frustration by showing a falling house of cards.
User doesn’t know what to do? where to go next?
Not giving users proper reasoning as to why they were rejected
The don’t know if they can use the app post rejection
Stages where rejection can happen
Strategy
👉
We first focused on “Visibility” & “User retention” as these were the pressing problem at that moment
Visibility & retention
This mainly led us to think around these things & then only work on the initial wireframing
How to ease user frustration right after they get rejected
What kind of user to retain? (Mainly focused to retain good bureau users)
Final solution
Solution for some other rejection cases
Results
Improved user engagement
Reduction in negative playstore reviews
Reduction in negative playstore reviews
BUT......
We noticed that in this solution users were still ignoring the rejection reasons
The solution lacked scalability to cross-sell new offerings
Users had data privacy issues
There was no clear way for them to get help from customer support.
Solution
Impact
Increased play store ratings by 0.2
Reduction in users that Kiwi doesn’t want to served
Almost zero review related to the above mentioned problems