A Product Teardown on the onboarding process of the Slice mobile application.
Consists of an analysis of the user journey for various personas, things that were done well, things that could've been improved.
2. Content
s
• About
• User Journey
• User Journey – Salaried
• User Journey - Student
• Analysis
• What Slice did well
• What Slice can do better
• Feature prioritization
2/17
3. About
• Slice is an Indian-based credit lending platform
mainly targeted at a millennial demographic.
• It is a no-fee VISA card that provides a credit line
and also no-cost EMIs on platforms like Amazon and
Flipkart.
• Founded in 2016 by Rajan Bajaj
• Competitors –
3/17
4. User Journey
• Introductory screen is
clean and minimal.
• User onboarding is
done by -
1.A Google account
2.An alternative email
• Nice to have feature
- Alternative 3rd
party log-in like
Facebook and Apple to
give the user more
options.
• Verdict - 😀
• User permissions are
transparent and
clearly displayed.
The user is free to
accept/deny these.
• The ‘Your information
is safe with us’
gives a reassuring
feeling. The text in
green provides an
additional visual cue
of safety.
• Verdict - 😀
4/17
5. • The user enters their
mobile number, and an
OTP is sent on
clicking ‘Continue’
• The T&C and Privacy
Policy are clearly
shown which gives off
a feeling of
transparency.
• Verdict - 😀
User Journey
• The OTP is received
quickly which has to
be manually typed by
the user.
• Nice to have feature –
Automatic reading and
population of the OTP
resulting in a more
seamless experience.
• Verdict - 😀
5/17
6. User Journey
• On entering the correct OTP, the user is
required to enter their name.
• Care has been taken to reduce errors by asking
the user to fill in their name as per their
bank records.
• Verdict - 😀
6/17
7. User Journey
• Slice has three user personas –
Student, Salaried and Freelance. This is an
important pivot point as the user may or may
not have a credit history.
• The referral prompt is a nice touch to
increase user acquisition. Existing and new
users, are both rewarded by the process of
referrals.
• Verdict - 😀
7/17
8. User Journey - Salaried
• Upon selecting the
‘Salaried’ persona,
the user is asked to
confirm his/her PAN
details.
• Friction-less process
to confirm the PAN
number as it is
automatically pulled
from the user’s
linked mobile number.
• If the PAN retrieved
is incorrect, the
user can enter it
manually.
• Verdict - 😀
Acasasssssg
Acasasssssg
• After submission of
PAN, user credit score
is displayed. An
unexpected but
pleasant surprise that
enhances the user
experience.
• Most users do not
check their credit
score very often. This
provides an
opportunity to improve
condition of finances,
if required.
• Verdict - 😀
8/17
9. User Journey - Salaried
• Submission of selfie
for basic
verification.
• Use of emojis and a
light-hearted
contextual copy
increases appeal to
the millennial
demographic.
• Verdict - 😀
• As part of the mandatory
KYC process, user must
submit Aadhar card
details.
• The user is required to
manually enter the 12-
digit number and the
captcha.
• Verdict - 😀
9/17
10. User Journey - Salaried
• Address is auto-
populated if correct
Aadhar card details
are submitted
providing a smooth
onboarding experience
of the user.
• In case the address is
incorrect, the user
can add the correct
address.
• Verdict - 😀
Acas asssssg
• Onboarding
concludes upon
submission of
address followed by
the approval
process for the
shipment of the
Slice card.
• A very smooth and
seamless onboarding
that took less than
3 minutes to
complete.
• Verdict - 😀
10/17
11. User Journey - Salaried
• After the completion of the approval
process, the card is directly
shipped to the user’s address
without the user’s consent at any
point.
• Users should have the option to
choose the timing of the shipment
and have the ultimate consent.
• Verdict - ☹
* User journey of Freelancer was not
possible due to limitation in
providing valid credentials
11/17
12. User Journey - Student
• On selecting the student persona, the user
has to choose the name of the college he/she
studies in.
• The student UI seems disconnected from the
main UI and lacks consistency.
• The change in the design language of the
student persona makes it look like the
feature was an afterthought.
• Verdict - ☹
12/17
13. User Journey - Student
• The progress bar is useful
as it tells the user how
many steps are completed
and how many are left.
• Verdict - 😀
13/17
14. User Journey - Student
• The change in colour of
the completed vs
incomplete steps is a good
visual indicator.
• Error handling is also
done by showing an
‘invalid input’ banner
when incomplete data is
filled on submission.
• Verdict - 😀
14/17
15. Analysis
What Slice did well -
• Clean and minimal user interface.
• Usage of emojis and millennial copy
increases demographic appeal.
• Salaried user onboarding was quick
and smooth.
The process does not overwhelm the
user by asking for too much
information at once.
• User acquisition increases by
offering incentives via referrals.
• Clear CTAs (Call to Action).
What Slice can do better -
• Post-onboarding experience:
User should have flexibility with
regard to timing, delivery of
shipment and ultimate consent.
• Maintain UI/UX consistency throughout
the app for all personas.
Student persona experience was not as
smooth as the salaried persona.
• Add 3rd-party log-in alternatives to
enhance onboarding.
• Implement automatic OTP population
for a more seamless experience.
• Addition of a progress bar throughout
onboarding process, irrespective of
the persona chosen.
15/17
16. Feature Prioritization
Complexity
Customer
Satisfaction
Low
Ranking of features to be
implemented -
1. UI/UX consistency
2. Post-onboarding experience
3. 3rd party log-in alternatives
4. Addition of progress bar
5. Automatic population of OTP
Medium High
Low
Medium
High
3
2
1
4 5
16/17
