This case study showcases redesigning the ADIB app's Onboarding journey to address key pain points, enhance user satisfaction, and support business growth.
The existing banking onboarding process suffered from a high drop-off rate (32%), with users finding it complex, time-consuming, and lacking transparency. Our challenge was to redesign the experience to be more intuitive, efficient, and trustworthy while still meeting strict regulatory requirements.
To design a best-in-class digital onboarding experience, we conducted a comprehensive benchmarking analysis of leading UAE banks. Our research focused on evaluating key UX metrics — including total screens, required user inputs, and overall journey length — with the goal of developing a streamlined process that not only meets but surpasses industry benchmarks for speed, simplicity, and customer satisfaction.
We redesigned the onboarding journey into a logical, step-by-step process that guides users from initial interest to account activation. Each step was designed to collect only the necessary information while providing clear context and support.
Despite an aggressive timeline, our team executed targeted testing sessions that proved instrumental in shaping the product. By incorporating real user feedback early on, we were able to validate key assumptions and refine the experience — laying the groundwork for a successful ADIB Onboarding digital journey.
The redesigned digital banking onboarding journey delivered significant improvements in both user experience and business metrics. By streamlining the process into intuitive, step-by-step flows and enhancing transparency around requirements, the completion rate increased by 34%. The average time to onboard was reduced from 24 minutes to just under 13 minutes.
