CIP | Microcopy by Amit

Customer Identification Program

How we are trying to simplify the CIP process for US users so that they can do even more on PayPal.

What is Customer Identification Process (CIP)?

CIP is a mandate to get our other accounts

Role I played: Lead content designer for CIP vertical

Goal: Simplify the experience so that more people complete CIP. Improve the funnel conversion of CIP flow using a native experience.

Stakeholders: Product Manager, Director of Product, Design, Compliance, and Legal.

Challenges we faced:

Our Product Owner left PayPal before I was integrated into the product.
Disjointed experiences across different markets.
Many writers and designers have worked on CIP flows before me and it had created many variations of CIP.
Plug and play vs. customised screen: CIP screen can show up in many flows and the copy had to feel relevant to that flow.
Sensitive info: We were asking users to share sensitive info like date of birth and SSN.

The earlier state of affairs:

My process:

I had to get up to speed about the product without a Product Owner to handhold.
Met compliance to understand the process and requirement for data collection.
Got a grasp of why we need the documents and what happens under the hood.
Understand what info are users willing to share. I dug up all the readouts and data that we had on that.
I realised SSN was one of the most sensitive pieces of info and documents were something that users really didn't want to share.
Request and help conduct user research to understand how users are reacting to the experience and what're their expectations?
Simplified the doc upload process to meet user's expectations.
Worked with compliance to reduce the number of sensitive docs we collect from 3 to 1.
Use language that users can relate to and humanise the process
Make it feel like an easy process for the users and a logical step.

Hypothesis:

Reducing the number of steps will reduce the drop-offs
Telling users why we need the info and reassuring them would improve the clickthroughs

Full flow

Results:

The results are yet to come in. We are at 0% ramp right now.

Next phases that are currently in works:

Making it even easier for our users to verify their identity using intuitive experiences
Simplifying the doc submission experience
Offering a permanent home to CIP so that users can proactively confirm their identity
Unlock new features and improving feature adoption with CIP