Multipl rewards smart saving with exclusive brand offers.
With Multipl, your future plans come with rewards.
Role: Lead Product Designer
Background
Users were dropping off during onboarding and not activating because the journey asked for too much, too soon — before building any trust or demonstrating value.
Impact
64%
Onboarding completion after Redesign
Up from 40%, by simplifying the flow and delaying sensitive data collection.
17×
Increase in other goal creation
Jumped from 2% to 35% by introducing a value-first, trust-building journey.
54%
Users who completed their First SIP Free goal
From just 10%, this experiment converted passive users into active investors.
The Problem
Multipl’s onboarding flow was asking for sensitive data and forcing goal creation before users understood the app. This led to high drop-offs (~98%) and low activation, as users felt overwhelmed and not in control.
The Research & Discovery
To identify where users were dropping off and why, we combined product analytics with direct user conversations.
Key Insights
Lack of Trust: Users were hesitant to submit sensitive details (like PAN) early,
especially without understanding the app’s value proposition.
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Unpreparedness: Many didn’t have their PAN number handy, leading to abandonment and forgetfulness.
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Feeling of Being Forced: The mandatory goal-creation flow made users feel like they were being pushed into a commitment before they were ready.
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Lack of Control & Orientation: Users reported feeling lost or unsure why the process was so long.
Ideation & Strategy
We began by asking the most important question:
Why does the current flow exist in the first place?
Our next steps were experiments
Multiple Experiments
We tested different flows to find the right balance
Key Learning:
Minor tweaks weren’t moving the needle.
We needed to rebuild the experience from first principles.
Let's see what worked
Plan C
Redesign Strategy:
Onboarding simplified to only phone + email login
No more PAN, DOB, or KYC questions upfront
Let users explore the app and understand the value before asking for sensitive info
🎯 Expected Outcome
Reduced drop-offs, increased trust, and a tangible Day-1 goal, all while meeting business and regulatory needs.
Design & Iteration
So now we had our final game plan, the Hail Mary of sorts.. we had removed all the roadblocks, and make it easier and faster to complete the onboarding process. Now all that’s left is to design and test.
Testing & Validation
The final rollout of the redesigned onboarding experience centered around trust-building, contextual KYC, and the First SIP Free flow
led to remarkable improvements
Reflections
This project taught me that solving for user activation isn’t about removing friction blindly but it’s about earning trust, guiding motivation, and aligning design with timing.
Multipl rewards smart saving with exclusive brand offers.
With Multipl, your future plans come with rewards.
Role: Lead Product Designer
Background
Users were dropping off during onboarding and not activating because the journey asked for too much, too soon — before building any trust or demonstrating value.
Impact
64%
Onboarding completion after Redesign
Up from 40%, by simplifying the flow and delaying sensitive data collection.
17×
Increase in other goal creation
Jumped from 2% to 35% by introducing a value-first, trust-building journey.
54%
Users who completed their First SIP Free goal
From just 10%, this experiment converted passive users into active investors.
The Problem
Multipl’s onboarding flow was asking for sensitive data and forcing goal creation before users understood the app. This led to high drop-offs (~98%) and low activation, as users felt overwhelmed and not in control.
The Research & Discovery
To identify where users were dropping off and why, we combined product analytics with direct user conversations.
Key Insights
Lack of Trust: Users were hesitant to submit sensitive details (like PAN) early, especially without understanding the app’s value proposition.
aaaaaaaa
Unpreparedness: Many didn’t have their PAN number handy, leading to abandonment and forgetfulness.
aaaaaaaa
Feeling of Being Forced: The mandatory goal-creation flow made users feel like they were being pushed into a commitment before they were ready.
aaaaaaaa
Lack of Control & Orientation: Users reported feeling lost or unsure why the process was so long.
Ideation & Strategy
We began by asking the most important question:
Why does the current flow exist in the first place?
Our next steps were experiments
Multiple Experiments
We tested different flows to find the right balance
Key Learning:
Minor tweaks weren’t moving the needle.
We needed to rebuild the experience from first principles.
Let's see what worked
Plan C
Redesign Strategy:
Onboarding simplified to only phone + email login
No more PAN, DOB, or KYC questions upfront
Let users explore the app and understand the value before asking for sensitive info
🎯 Expected Outcome
Reduced drop-offs, increased trust, and a tangible Day-1 goal, all while meeting business and regulatory needs.
Design & Iteration
So now we had our final game plan, the Hail Mary of sorts.. we had removed all the roadblocks, and make it easier and faster to complete the onboarding process. Now all that’s left is to design and test.
Testing & Validation
The final rollout of the redesigned onboarding experience centered around trust-building, contextual KYC, and the First SIP Free flow - led to remarkable improvements
Reflections
The final rollout of the redesigned onboarding experience centered around trust-building, contextual KYC, and the First SIP Free flow.
Multipl rewards smart saving with exclusive brand offers.
With Multipl, your future plans come with rewards.
Role: Lead Product Designer
Background
Users were dropping off during onboarding and not activating because the journey asked for too much, too soon — before building any trust or demonstrating value.
Impact
64%
Onboarding completion after Redesign
Up from 40%, by simplifying the flow and delaying sensitive data collection.
17×
Increase in other goal creation
Jumped from 2% to 35% by introducing a value-first, trust-building journey.
54%
Users who completed their First SIP Goal
From just 10%, this experiment converted passive users into active investors.
The Problem
Multipl’s onboarding flow was asking for sensitive data and forcing goal creation before users understood the app. This led to high drop-offs (~98%) and low activation, as users felt overwhelmed and not in control.
The Research & Discovery
To identify where users were dropping off and why, we combined product analytics with direct user conversations.
Key Insights
Lack of Trust: Users were hesitant to submit sensitive details (like PAN) early, especially without understanding the app’s value proposition.
aaaaaaaa
Unpreparedness: Many didn’t have their PAN number handy, leading to abandonment and forgetfulness.
aaaaaaaa
Feeling of Being Forced: The mandatory goal-creation flow made users feel like they were being pushed into a commitment before they were ready.
aaaaaaaa
Lack of Control & Orientation: Users reported feeling lost or unsure why the process was so long.
Ideation & Strategy
We began by asking the most important question:
Why does the current flow exist in the first place?
Our next steps were experiments
Multiple Experiments
We tested different flows to find the right balance
Key Learning:
Minor tweaks weren’t moving the needle.
We needed to rebuild the experience from first principles.
Let's see what worked
Plan C
Redesign Strategy:
Onboarding simplified to only phone + email login
No more PAN, DOB, or KYC questions upfront
Let users explore the app and understand the value before asking for sensitive info
🎯 Expected Outcome
Reduced drop-offs, increased trust, and a tangible Day-1 goal, all while meeting business and regulatory needs.
Design & Iteration
So now we had our final game plan, the Hail Mary of sorts.. we had removed all the roadblocks, and make it easier and faster to complete the onboarding process. Now all that’s left is to design and test.
Testing & Validation
The final rollout of the redesigned onboarding experience centered around trust-building, contextual KYC, and the First SIP Free flow - led to remarkable improvements
Reflections
The final rollout of the redesigned onboarding experience centered around trust-building, contextual KYC, and the First SIP Free flow.
