Relay: 38% less KYC drop-off, one card at a time.
A voice-relay app with a verification wall problem — new users bounced before hearing a single relay. We rebuilt onboarding as a progressive, card-based flow.
Verification asked for everything, up front.
Relay's signup demanded ID, documents and permissions before showing any value. Analytics showed the cliff clearly — most users never made it past step two. Our job: earn the data progressively.
- Client: Relay, voice messaging, seed stage
- Scope: onboarding + paywall, iOS, 6 weeks
- Method: funnel audit, prototype, A/B rollout
Value first, paperwork when it matters.
Progressive KYC
Document checks move to the moment users upgrade — after they've already felt the product's value.
Card-based IA
Each step is one swipeable card with a single job; progress is visible, skippable and resumable.
Paywall that sells
Annual Pro reframed around unlimited relays with a trial-first upgrade moment.
Verification completion up 38% in one release.
−38% drop-off
KYC abandonment fell within the first month of the new flow.
2× signup completion
More new users reach the aha-moment on day one.
Trial-led upgrades
The reframed paywall lifted trial starts across cohorts.