Engagement
Africa
Customer Onboarding Redesign
Old Mutual Cape Town, South AfricaJan 2018 — Sep 2018
Redesigned customer onboarding for a flagship savings product, replacing branch-only origination with a digital-first journey.
Financial Services
Digital
UX
Onboarding
Context
Old Mutual's flagship savings product was acquiring almost exclusively through branches, limiting growth and excluding digitally-native segments.
Challenge
Build a compliant digital origination journey that worked on entry-level smartphones over patchy connectivity, without weakening KYC.
Role
Senior Business Analyst — journey design and requirements.
Actions taken
- Co-designed the journey with 22 customers across LSM segments
- Specified KYC, FICA, and AML decisioning rules
- Designed graceful-degradation flows for low-bandwidth contexts
- Built the operational handover model for partial digital cases
Impact
Digital origination grew from 4% to 39% of new business
- Digital origination grew from 4% to 39% of new business in 6 months
- Onboarding NPS up 41 points vs. branch baseline
- Cost-to-acquire reduced 31%
- KYC pass rate held steady at 94%
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