Onboarding Optimisation

The onboarding flow had become too long, unclear and light on context about how Cashrewards worked, leaving many people unsure or hesitant to finish registering.

The framework behind it was rigid, too: every new entry point needed its own separate flow, so updates were slow and inconsistent. Built in Angular, it also couldn’t use the new React components from the design system, which caused visual and behavioural inconsistencies.

Our goal was to make onboarding simpler, more transparent and more trustworthy — so people didn’t just finish sign-up, they understood the value of Cashrewards from the start.

We needed to balance clarity, trust and efficiency — reducing friction while explaining why each step mattered, so people felt confident to continue without feeling overwhelmed or suspicious.

We started with desk research, GA data analysis and competitor benchmarking to see where people were dropping off and what good onboarding looked like across the industry. User interviews then surfaced the pain points, trust barriers and moments of confusion in the existing flow.

Cross-functional ideation sessions explored ways to simplify and aligned the experience with business goals like activation, campaign flexibility and data needs — balancing what the business needed with what people felt comfortable sharing.

A flexible, scalable framework — one onboarding to rule them all. People could start from any touchpoint (homepage, merchant pages, promo campaigns, Refer-a-Friend and more), and the steps adapted to where they came from.

Where people landed after sign-up became customisable too, sending them to the most relevant page for their entry point or campaign.

The educational panel on the first step became fully configurable, with tailored messaging for merchant offers, seasonal promotions or Refer-a-Friend campaigns. The result: one unified onboarding the business could customise without rebuilding entire flows.