Reducing Friction in My11Circle’s KYC Journey

Problem Statement

Currently, 60% of My11Circle users successfully complete the Aadhaar Lite flow to become partially KYC verified. However, a significant drop-off occurs before the first Add Cash transaction. Users hesitate to share personal details on a platform they haven’t played on yet, impacting conversion rates.

Existing Verification Process & Challenges

Before introducing Invisible KYC, the verification process for users was lengthy and had multiple friction points:

1. Age Confirmation – Users self-certified they were 18+ during sign-up.

2. Joining a Contest – Players selected matches and entered paid contests.

3. Initial KYC Check – Required to confirm date of birth and state before cash deposits.

4. PAN Submission – Users manually entered PAN details for verification.

5. Third-Party Processing – PAN authentication relied on external validation, causing delays.

6. Bank Details Upload – Required users to enter banking details and upload a canceled cheque for withdrawals. Taking almost 8-12 minutes for the all the steps to complete

This multi-step process resulted in significant user drop-offs and hesitation, especially among first-time depositors who were unfamiliar with the platform.

The current KYC flow involves multiple manual steps, requiring users to enter details, wait for verification, and complete additional actions before adding cash. This lengthy process creates friction, leading to drop-offs and lower conversion rates.

Competitive Analysis & Industry Insights

To refine the KYC experience, we studied the verification and withdrawal flows of various platforms, including:

✔ Fantasy Sports & Gaming – A23, MPL, Dream11, Rummytime
✔ Investment & Trading – Upstox, CoinSwitch, Groww
✔ Payments & E-commerce – Paytm, PhonePe, Swiggy

The research revealed that platforms with seamless verification and minimal data input upfront had higher retention rates. These insights shaped Invisible KYC, ensuring a one-click verification flow that improved trust and conversion rates.

Challenges Identified

• Trust barrier: Users are reluctant to submit sensitive information before engaging with the platform.

• Friction in verification: Existing KYC flows require additional steps, leading to drop-offs.

• Impact on conversion: The incomplete KYC process prevents users from reaching the add cash journey, reducing revenue potential.

  
  

Insights & Design Approach

User Research & Insights

• Conducted user interviews & surveys to identify friction points.

• Analyzed drop-off rates from Aadhaar Lite KYC to first Add Cash.

• Found that users feel hesitant sharing Aadhaar upfront but are comfortable confirming PAN details.

Designing the Flow

• Introduced Invisible KYC as a single-click confirmation before Add Cash.

• Simplified messaging to build trust and highlight security measures.

• Created a seamless UI where the verification step blends naturally into the Add Cash journey.

  
  

Solution Phase 1

Initially, we designed the flow so that when a user landed on the Add Cash page, they would receive a prompt requesting permission to fetch their PAN details from the backend. Once the user clicked "Fetch Details," the system would retrieve and display the information for confirmation.

Solution Phase 2

We identified that the permission popup added unnecessary friction, causing drop-offs. To streamline the experience, we removed the manual permission step and instead automatically fetched the PAN details upon login, displaying them for user confirmation.

Reduced Steps & Faster Flow: Removing the permission prompt eliminated an extra interaction, making the process seamless.

• Enhanced User Experience: Users were less likely to abandon the flow since they didn’t need to take additional action.

• Competitive Benchmarking: Similar platforms followed this approach successfully, proving it to be an industry best practice.

• Increased Trust & Compliance: By displaying the details upfront, users could review and confirm them rather than manually inputting sensitive information, improving accuracy and trust.

This optimization ensured a frictionless journey, leading to higher KYC completion rates and improved conversions for first-time depositors. 🚀

Once the user confirms their details, a success message appears, assuring them that KYC is done instantly. After KYC success, the user is automatically redirected to the Add Cash screen, reducing friction and guiding them toward the next step. With no KYC barriers, users add cash and start playing games smoothly without any roadblocks.

This way, Phase 2 ensures a seamless and efficient user experience while boosting conversions and reducing KYC-related friction.

Results & Impact 🚀

The implementation of Invisible KYC significantly reduced friction in the user journey, leading to higher KYC completion rates and improved conversions. Here’s the measurable impact:

By eliminating unnecessary friction, the new flow ensured that users could quickly verify their accounts, deposit money, and start playing games without hesitation—leading to an overall improvement in user retention and revenue.