Fintech UX Research Case Study: Uncovering 3 Critical Drop-Off Points
🔒 Confidential Case Study

UX Research Uncovers Three Critical Drop-Off Points in App Flow

We conducted an in-depth UX research study for a UAE fintech app, identifying hidden friction points in the KYC process that were severely impacting user retention and onboarding.

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✦ Fintech / Finance ✦ UAE ✦ 2 Weeks
Fintech app user journey heatmap
3
Issues Found
2 wks
Research
FintechIndustry
UX ResearchServices Provided
2 WeeksTimeline
2Team Members
UAE Fintech Industry Concept
🏢 The Client

About the Client

Client identity withheld at the client's request. A UAE-based fintech startup offering digital wallet and investment services was struggling to convert high app download volumes into fully activated, verified users.

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Industry: Fintech & Digital Banking
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Business Size: Scaling Startup
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Target Audience: UAE Residents & Investors
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Engagement Scope: UX Research & Usability Testing
⚠️ The Challenge

Hidden Friction in the Onboarding Flow

A high volume of app installs meant nothing when the conversion funnel was broken.

"Users were downloading the app, starting the registration, and abandoning it halfway through the KYC process."

Despite high download numbers from paid acquisition campaigns, the conversion rate to active users was alarmingly low. The client didn't know exactly why or where users were getting stuck. They lacked qualitative insights into user behavior and needed data-driven UX research to uncover the root causes of the drop-offs before scaling their marketing budget further.

🎯 Objectives

What We Set Out to Achieve

Measurable UX research goals agreed with the client before kickoff.

✓
Conduct comprehensive usability testing with real target users in the UAE.
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Identify the exact screens causing user confusion and drop-off.
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Analyze the KYC and identity verification flow for UX friction.
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Deliver an actionable report with redesign recommendations and wireframes.
🔄 Our Approach

How We Got From Problem to Result

The UX research process followed during the 2-week sprint.

1

Discovery

Stakeholder interviews and deep-dive review of existing analytics.

2

Recruiting

Sourcing real UAE-based participants matching the target demographic.

3

Testing

Conducting moderated user usability testing sessions on the live app.

4

Analysis

Synthesizing session recordings, heatmaps, and direct user feedback.

5

Identification

Pinpointing the 3 critical drop-off points within the KYC flow.

6

Reporting

Delivering a comprehensive UX audit report with actionable wireframes.

🛠️ Tools & Technology

What We Researched It With

Figma UserTesting Hotjar Miro Google Analytics Notion
🖼️ The Work

Before & After

Screens shown are representative mockups. Live product details withheld per NDA.

Current drop-off analytics and user journey map

Before: High abandonment and unclear journey

UX research report and actionable wireframes

After: Clear insights and actionable redesign roadmap

App interaction heatmap analysis
Usability testing session insights
Revised user flow diagram
📊 Results

Numbers From the Real Campaign

Outcomes delivered at the end of the 2-week research sprint.

3Critical Issuesfound in the KYC flow
2 wksResearch Durationrapid turnaround time
10+User Sessionswith verified target demographic
1UX Reportwith complete actionable wireframes
User retention and onboarding completion chart
⭐ Client Feedback

What the Client Had to Say

★★★★★
"Client feedback is kept confidential under our client agreement. The insights uncovered during the two-week research sprint completely reshaped our product roadmap and directly addressed our biggest churn factors."
PM
Product Manager
UAE Fintech Startup — Name withheld per NDA
🗓️ Project Timeline

How Long It Took

2 WeeksDuration
2Team Size
UX Research ReportDeliverable

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