Case study · Bullion trading · UAE · 2024
Onboarding pushed users out to third-party providers to verify identity and fund an account. Every external redirect was a place to abandon, and the drop-off was concentrated before anyone had bought anything.
Identity verification and funding both handed the user to someone else's interface and asked them to come back. Each hand-off broke the session, reset trust and gave a hesitant first-time buyer a natural exit. Fixing conversion meant removing the hand-offs, not optimising the screens around them.
KYC and funding were brought inside the application against the providers' APIs instead of their hosted pages. The user never leaves; state is preserved if verification takes time; and a stalled application can be resumed instead of restarted.
Trading, vault holdings and transaction history were unified behind a single pricing feed, so the number shown at intent is the number settled against. For bullion under live market pricing, that consistency is the product.
We designed the card experience that lets a holding be spent without a manual liquidation step, closing the loop between holding an asset and using it.
“Asim transformed a fragmented app into a seamless investment experience. Precise, intuitive, and effective.”
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Every external redirect is a place to abandon. We map the hand-offs first, because that is usually where the conversion went.