Improving signups using
user-centered design

Improving signups using user-centered design

How visual design, user-segmented information architecture, and UX writing
increased monthly sign-ups by 14% and reduce bounce rates by 6% for Ketto users.

How visual design, user-segmented information architecture, and UX writing increased monthly sign-ups by 14% and reduce bounce rates by X% for Ketto users.

Core Value Proposition

Understanding the Product

What is the monthly donation program?

Monthly donations

A fixed amount goes to a cause of the user’s choice every month.

Autopay function

Users can link their debit or credit card for automatic monthly deductions.

Dual impact

Creates lasting impact while helping Ketto sustain an emergency fund.

Analysing business performance

Data analyis

So, how successful was the program?

To evaluate the program's business performance, we analyzed our cancellation rates, conversion rates, and cause-based metrics.

48%

by Month 1

70%

by Month 3

Cancellation Rates

48%

by Month 1

70%

by Month 3

Cancellation Rates

48%

by Month 1

70%

by Month 3

Cancellation Rates

12%

on Website

3%

on app

Conversion Rates

12%

on Website

3%

on app

Conversion Rates

12%

on Website

3%

on app

Conversion Rates

Education

Quickest adoption

Medical

Most signups

Animal

Most signups

Case Wise Metrics

Education

Quickest adoption

Medical

Most signups

Animal

Most signups

Case Wise Metrics

Education

Quickest adoption

Medical

Most signups

Animal

Most signups

Case Wise Metrics

So, to summarise

The program was failing considerably

Cancellation rates were high, conversion rates low and different causes showed different trends. To uncover painpoints, we employed a purposeful sampling for our user interviews.

Data-driven UXR Strategy

We used purposeful sampling to recruit participants for user interviews, dividing them into two cohorts to analyze user behaviors and derive design implications from their experiences.

Data-driven UXR Strategy

Cohort #1

Cancelled Users

To analyze and understand user experience, we interviewed 7 users from our first cohort who canceled their monthly subscriptions within the first three months.

70% Users

cancelled thier subscriptions by month 3 (M3 retention)

70% Users

cancelled thier subscriptions by month 3 (M3 retention)

70% Users

cancelled thier subscriptions by month 3 (M3 retention)

4/7 Users

that we interviewed, didn't understand how auto-deduction works during sign-up.

4/7 Users

that we interviewed, didn't understand how auto-deduction works during sign-up.

4/7 Users

that we interviewed, didn't understand how auto-deduction works during sign-up.

6/7 Users

wanted to select who they donate to.

6/7 Users

wanted to select who they donate to.

6/7 Users

wanted to select who they donate to.

67% Users

called customer service to cancel their accounts

67% Users

called customer service to cancel their accounts

67% Users

called customer service to cancel their accounts

I was shocked when my money got cut automatically without my permission. So I blocked Ketto from my Gpay and deleted my account from the app.

I was shocked when my money got cut automatically without my permission. So I blocked Ketto from my Gpay and deleted my account from the app.

I was shocked when my money got cut automatically without my permission. So I blocked Ketto from my Gpay and deleted my account from the app.

Cohort #2

Inactive power users

To identify barriers to conversion, we interviewed 10 frequent donors from our second cohort who hadn’t joined the program despite multiple engagement efforts.

53% Users

donate regulary but havent signed up by month 3 (M3 activation)

53% Users

donate regulary but havent signed up by month 3 (M3 activation)

53% Users

donate regulary but havent signed up by month 3 (M3 activation)

7/10 Users

that we interviewed, want control over their donations i.e frequency and amount.

7/10 Users

that we interviewed, want control over their donations i.e frequency and amount.

7/10 Users

that we interviewed, want control over their donations i.e frequency and amount.

4/10 Users

didnt see the need to upgrade to this program

4/10 Users

didnt see the need to upgrade to this program

4/10 Users

didnt see the need to upgrade to this program

34% Users

donated atleast once every month

34% Users

donated atleast once every month

34% Users

donated atleast once every month

I want to decide who I donate to and when. I also want regular updates on the donation I make. I just want control over my money.

I want to decide who I donate to and when. I also want regular updates on the donation I make. I just want control over my money.

I want to decide who I donate to and when. I also want regular updates on the donation I make. I just want control over my money.

Analysing Current Gaps

Design Audit

Bad Visual Design, Generic copy and incomplete IA

Methodologies

Quick Usability tests

5 second test

8/10 users failed to recollect the minimum amount offered

WCAG

The visual contrast failed AA and AAA accessibity standars

Teach-Back

4/5 users failed to comprehend the core value proposition

These tests further verified our hypothesis that the core value proposition was lost on the users.

Finding Solutions

Design Iterations

Wireframe for the new information architechture

Identified Solutions

Finalised Features

Facilitate User Understanding

Show core value proposition upfront

User interviews revealed that people value seeing the real impact of their contributions in someone's life. To address this, we displayed the number of lives impacted via the program and added a carousel of images featuring real beneficiaries.

Reduce user confusion

Visualize complex concepts

Many users were unclear about how the program, particularly the auto-debit feature, worked. To address this, we added a simple widget to visualize the user journey and explain the program’s process.

Tailor the USer experience

Cohort-based
UX writing

Each cause had a distinct emotional driver. For medical causes, urgency was most effective; for education, impact; and for animal welfare, empathy. To align with these motivations, the UX copy was tailored for each cause, and the title copy made more actionable.

Spark curiosity

Show impact over time

The key differentiator between this program and one-time donations was its lasting impact. To emphasize this, the design focused on quantifying global impact rather than individual contributions. An impact calendar was introduced to show how donations support beneficiaries over time.

Impact

quantifying impact

Improved business metrics and user satisfaction

14%

increase in signups

14%

increase in signups

14%

increase in signups

6%

decrease in bounce rates

6%

decrease in bounce rates

6%

decrease in bounce rates

5%

decrease in cancellations

5%

decrease in cancellations

5%

decrease in cancellations

Improving signups usinguser-centered design

Improving signups using user-centered design

Core Value Proposition

Core Value Proposition

Core Value Proposition

What is the monthly donation program?

Monthly donations

Autopay function

Dual impact

Analysing business performance

Analysing business performance

Analysing business performance

So, how successful was the program?

48%

70%

Cancellation Rates

48%

70%

Cancellation Rates

48%

70%

Cancellation Rates

12%

3%

Conversion Rates

12%

3%

Conversion Rates

12%

3%

Conversion Rates

Education

Medical

Animal

Case Wise Metrics

Education

Medical

Animal

Case Wise Metrics

Education

Medical

Animal

Case Wise Metrics

The program was failing considerably

Data-driven UXR Strategy

Data-driven UXR Strategy

Data-driven UXR Strategy

Cancelled Users

70% Users

70% Users

70% Users

4/7 Users

4/7 Users

4/7 Users

6/7 Users

6/7 Users

6/7 Users

67% Users

67% Users

67% Users

I was shocked when my money got cut automatically without my permission. So I blocked Ketto from my Gpay and deleted my account from the app.

I was shocked when my money got cut automatically without my permission. So I blocked Ketto from my Gpay and deleted my account from the app.

I was shocked when my money got cut automatically without my permission. So I blocked Ketto from my Gpay and deleted my account from the app.

Inactive power users

53% Users

53% Users

53% Users

7/10 Users

7/10 Users

7/10 Users

4/10 Users

4/10 Users

4/10 Users

34% Users

34% Users

34% Users

I want to decide who I donate to and when. I also want regular updates on the donation I make. I just want control over my money.

I want to decide who I donate to and when. I also want regular updates on the donation I make. I just want control over my money.

I want to decide who I donate to and when. I also want regular updates on the donation I make. I just want control over my money.

Analysing Current Gaps

Improving signups using
user-centered design

Cohort-based
UX writing