Overview
Goal: Re-engage users immediately after KYC by introducing Feed as a meaningful, low-friction touchpoint.
Outcome: Increased Feed visits, stronger engagement from users who completed Community Feed profile setup, and clear data insights to guide next iterations.
Impact Summary
Before:
- 10% of users never return after submitting KYC.
- Only ~30% return to the Feed within 1 day.
After introduction flow:
- Significant lift in Feed visibility and visits among new KYC’d users.
- Completion of profile setup correlates with higher post creation and engagement tendencies.
- ~60% of users who reached the profile setup page completed their profile — establishing a strong baseline for early community identity creation.
- ~90 seconds average time spent on app, especially on Feed page.
- Users who completed profile setup showed higher posting + better visit frequency.
Problem Framing
How might we re-engage new users after KYC by giving them a meaningful, low-friction entry point into Feed — without adding cognitive load or blocking activation flows?
Key challenges:
- Users just completed a long KYC process (high cognitive fatigue).
- Competing internal priorities (cross-sell flows, funding nudges).
- Need to maintain zero additional friction (USP page must be dismissible).
- User motivation split:
Beginners → want inspiration, guidance, low-pressure exploration
Advanced → want credibility, identity, audience
Why This Matters
After completing KYC, users enter a waiting period before being able to fund, trade, or receive approval. Historically, this leads to:
- Idle time
- Lower return rates
- Missed opportunity to build early habit loops (potential long-term retention)
- Underutilization of Feed as a discovery hub
Feed is positioned as Ajaib’s “community engine” — a space where beginners gain inspiration and advanced users contribute insights. Introducing Feed early shapes identity, confidence, and familiarity with the community.
My Role & Scope
- Designed the USP page, profile setup, and end-to-end introduction flow
- Analyzed funnels, identified drop-off points
- Collaborated with PM, Data, Engineering, Copywriting
- Balanced activation flows, compliance limitations, and cross-sell priorities
Constraints
- High cognitive load after KYC → experience must feel “light”
- Must remain optional, never blocking other BU initiatives
- Cannot conflict with other post-KYC funnels
Ideation & Exploration
On the First iteration, the design treats Feed as something to explain. While the new approach treats Feed as something to experience.
First Iteration
Main Problems:
- Timing Problem
We introduced Feed, when users were mentally exhausted AFTER KYC.
→ Caused low motivation & high skip behavior. - Too many options
→ When user landing on homepage they will facing high cognitive friction. - 10% of users never return after submitting KYC.
→ These users leave the app entirely and do not come back within 24 hours. - Only ~30% return to the Feed within 1 day.
→ Meaning 70% of returning users never discover Feed during this critical early period.
After understanding the problems, we needed to validate whether Feed could still drive early engagement by introducing the Community Feed USP immediately after KYC—with the goal of increasing same-day repeat Feed visits.
Second Iteration
After couple of weeks we analyze the adoption from second iteration, and here is the key findings:
- CTA wording “Join Investor Community Ajaib” created commitment anxiety.
- “Set Community Profile” felt like an admin chore, lowering motivation.
- Clear identification of funnel bottlenecks (Feed USP drop 56%, profile setup drop 40%), allowing further optimization.
- Conversion remained low, but it validated that Feed can serve as an early engagement tool.
- Feed visit rates is increased within 1 day after KYC.
and this directly guided what needed to improved in next iteration.
Third Iteration
Here are actionable improvements from design standpoint without refine the flow:
- Profile setup becomes a soft nudge, not mandatory upfront.
- Make profile creation fun, not “admin-like” (we enhance profile picture setup using “Pre-filled Fun Avatar”)
- Use one contextual page (Mix Feed USP and Profile setup and treat as a welcome page)
The latest design focuses on speed-to-value, optional identity creation, and simplified messaging. We prioritized reducing friction while maintaining a sense of community identity.
Results
- Increased Feed visits immediately after KYC.
- Higher Feed visit rates within 1 day after KYC.
- Longer time spent on Feed page.
- Users who completed profile setup showed:
* Higher posting behavior
* Better early retention patterns - Removed friction at each phase, improving activation likelihood.
Key Learnings
- Across iterations, my focus shifted from “teaching users how Feed works” to “motivating users to explore Feed naturally.”
- Friction is not only number of steps — emotional friction (commitment pressure, admin task framing) plays a larger role.
- I use data to shape decisions, not justify them. Demonstrates a data-informed iteration cycle, not a visual refresh.
- Designing around multiple internal priorities (KYC, funding, cross-sell) is a core part of real-world product design.
How This Reflects My Design Philosophy
I focus on designing experiences that meet users at the right moment with the right motivation.In this project, I applied behavioral insights to reduce friction, used data to guide decisions, and turned a normally idle post-KYC moment into an opportunity for engagement and habit-building.
Thankyou for reading till the end!If you have any feedback about this project or any other project that you think we can work on together, drop me a message at hello.adrixdesign@gmail.com or connect me on LinkedIn.
