Improving Onboarding for
"rStocks"
Frictionless Onboarding. Built for Trust.
When I began working on the onboarding experience for rStocks, my goal was simple: make something complex feel effortless. I knew how overwhelming the first steps into a trading app could be especially for new users in a highly regulated space like stock broking. What came out of this project was a data-driven, deeply empathetic redesign that not only improved the experience but aimed to drive measurable business impact.
rStocks
Most onboarding flows in trading apps are just… chaotic. Between uploading PAN and Aadhaar, mobile/email OTPs, and bank verification, users are often met with anxiety, friction, and vague error messages. Here's what I uncovered early on.
Problem Overview
40%
Avg. KYC drop-off rate
12+ min
Avg. onboarding time
High user anxiety on data sharing
Why onboarding still breaks in
stock trading apps
High cognitive load, too many steps, unclear language.
User anxiety around personal data security.
No clear progress, and poor error handling.
The experience was more of a test of patience than a warm welcome. I saw this as not just a design flaw, but a growth bottleneck.
Research & Discovery
Process
To understand the landscape, I benchmarked 10+ Indian broking apps - Zerodha, Upstox, Groww, Angel One, etc. I signed up for each one, documented their onboarding steps, and analyzed app store reviews, blog articles, and tweets. It gave me an incredible bird’s eye view of what worked and what didn’t.
Market landscape
I began with mapping the entire landscape of stock broking and investment platforms covering both traditional institutions and digital-first startups.
India Brokers
India Other Brokers
To ensure relevance, we focused our review on modern startups and discount brokers. These platforms set the pace for innovation and user experience in today’s market.
Research and What’s Out of Scope
Previewed each shortlisted platform, completing onboarding journeys on both iOS and Android devices.
Documented every step, captured screenshots, and noted friction points and standout moments.
Limitations
Did not include legacy brokers with outdated digital flows
Review focused on the onboarding journey only, not on post-onboarding features or trading experience.
User feedback is based on publicly available reviews and in-app surveys, not direct interviews.
Findings
Across all reviewed platforms, onboarding experiences and UI are virtually identical between iOS and Android.
Overall Onboarding Time
Overall Onboarding Time
What’s Standard Across the Industry
Signup via Mobile no. and email
Aadhaar verification through Digilocker
Bank verification via UPI
E-sign via Aadhaar number
Methods, User Experience & Drop-Offs
KYC Method
Steps
Platform
Friction point
Document Verification
PAN Verification
Aadhaar Verification
Bank Verification
OTP delayed or not received.
Forgot Digi locker pin.
Selfie/video KYC
Selfie
Digital Signature
-
Instant Verification
E-signature via Aadhaar
OTP delayed or not received.
Key Insights & Takeaways
Speed and clarity are critical, users expect onboarding to take just a few minutes.
Personalization is rare but highly valued by users.
Technical issues and unclear instructions are the top causes of drop-off.
KYC is the biggest barrier to completion, streamlining this step is a major opportunity.
User Emotions
Sign up
Excited and hopeful, feels like the first step toward something new.
“I wanted to start SIP”
Verification
Anxious and hesitant, worried about sharing sensitive documents like PAN, Aadhaar, and bank details.
“Is my data really safe here? That’s what I keep wondering.”
Information
Wary and uncertain, unsure how the shared data will be used, leading to cautious participation.
“Why do I even need to share my income?”
E-sign
Relieved and reassured, the end is near, the process feels smoother and more familiar now
“Finally done with the whole process!”
Approaches
Approaches Explored
Minimalist All-in-One Form
Quick but overwhelming, users dropped off due to too many fields on one screen and no clear guidance.
Gamified Onboarding
Fun but not fitting, felt too casual for a finance app, reducing trust and focus during sensitive steps.
Guided Onboarding
Clear, fast, and secure. OCR auto-fills user data from scanned IDs, simplifying KYC in fewer steps.
The Solution
Faster KYC with OCR-Powered Onboarding
I leveraged OCR technology to simplify KYC steps—reducing user effort while improving speed and accuracy. With a single ID scan, critical fields are auto-filled, turning friction into flow.
How It Works
Scan PAN or Aadhaar
Upload Aadhaar or PAN
OCR extracts Name, DOB, PAN, etc.
User confirms → moves to next step
UX Benefits
70% faster than manual entry
Reduces user errors in sensitive fields
Builds trust with transparent preview before submit
Cuts drop-off at KYC stage significantly
