Improved onboarding experience for the fintech app Yeel Pay


Yeel Pay is a Minneapolis-based startup making waves in Africa's fintech industry. Founded by Somali-American entrepreneurs, they are looking to redesign their app in a way that increases customer satisfaction and focuses more on its core features: customer onboarding and enabling real-time A2A payments.


Lead and solo designer through the end-to-end process, including discovery, user research, requirements, design, testing, support, and launch.

The Challenge

Yeel's core functionality was to open a bank account without visiting a bank and completely discard physical paperwork. However, customer feedback indicated that the registration process was difficult, complicated, and confusing. Additionally, the fact that opening a bank account still takes several days, regardless of the speed of the banking staff and systems involved, led to users feeling left on standby at the end of the process.

Our high-level goals were to:

  • Build a faster and easier experience for customers to open an account.

  • Build a fast and easy banking and payment experience.

  • Give confidence to customers and businesses.

  • Improve customer retention and client acquisition.

  • Build a scalable product.


Based on the initial interviews, we learned that customers were getting stuck in the middle of the onboarding process.

To avoid frustration and increase retention, account creation was triggered immediately. Meanwhile, the user could set up and explore the app.

  • The first Android version was launched in 4 months, and the iOS version was launched 2 months later.

  • In 2-3 months, 3,000 customers and 400 businesses registered on the app.

  • Three new banks signed up with the platform.

  • By the end of the year, Yeel Pay had more than 30-40k customers.

  • The feedback we received from customers and businesses was extremely positive, with many noting the convenience of opening an account quickly.

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