Case study
Tradu — Regulated onboarding and activation
Reframing onboarding around completion.
A research-informed redesign of registration, verification and activation that treated customer friction and operational friction as one connected system.
The challenge
The regulated onboarding journey contained friction across identity verification, validation and exception handling. Customers were failing, internal teams were compensating manually, and successful activations were suffering.
My contribution
As Onboarding Portal CX Lead, I combined funnel signals, customer-error patterns, operational feedback and journey analysis to locate where people were blocked and distinguish user mistakes from product, content and process failures.
- Funnel diagnostics and journey mapping
- Failure-point and exception-path analysis
- Cross-functional alignment across Product, Engineering, Compliance, Legal, Operations and UX
- Translation of evidence into product and workflow improvements
How the work moved
Find the breakpoints
Combined behavioural, operational and qualitative evidence instead of treating each signal separately.
Reframe the causes
Separated customer comprehension problems from validation logic, workflow and exception-management issues.
Align the system
Turned the diagnosis into shared priorities across regulated and delivery teams.