Passbook

Passbook is a startup neobank under Remitly. I worked alongside the marketing team to develop multiple ad campaigns and other material, while at the same time working hand-in-hand with the product team on app development.

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Marketing

Examples of multiple ad material created for Google, Facebook, and Instagram

Localization

All ads had an English and Spanish counterpart to account for localization and customer target base

Product Objectives:
Onboarding Flow

Passbook had a recurring pattern of users dropping off at a specific point in the onboarding flow. We aimed to fix that. In partnership with our legal and engineering teams, we were able to build out a flow that:

had significantly less superfluous text
had less steps than the previous flow
was overall easier to navigate.

Old KYC Flow

The screens shown here are only the first 20 of the 30+ screens within Passbook’s old flow. The other 10 are Post KYC, whereas these are Pre KYC.

(KYC = Know Your Customer, an internal verification process within Remitly)

The Problem •

From analytics, we were able to determine the point of drop-off to be around the part where a user had to verify their identity. From there we were able to identify the problem, that being users would get frustrated at the turn-around time it took to verify their official government papers / mail whatever it may be.

The Solution •

We then took this information and came up with these action items:

consolidated screens requiring similar-themed inputs, therefore reducing the amount of overall screens we had in the flow
grouped together which screens were necessary pre KYC and which could be post KYC (all the pre and post KYC screens were jumbled together previously)
collapsed the helper text at the top of each screen to allow reduce the amount of visual clutter on each screen
organized the flow in a way where users would only see post KYC screens after they had submitted their documents and awaited verification (simply put, important things first, miscellaneous tasks last)
and lastly, we added a progress bar so that users would know where they were within the flow, and not feel stuck in an endless verification loop.

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Operation:
Landing Page

The key objective for this landing page was exactly what the name foretells: for new users to hopefully stick a landing. The trick however was each page was routed to specific ads, so users could see a specific value-prop-landing-page-version depending on what ad they clicked from. Everything was built to be responsive across desktop, mobile, and tablet, and yes, I just used an Oxford Comma (refer to brand guidelines).