I rebuilt Rank's onboarding so people see the point before proving who they are.
introduction
Moni is a Nigerian fintech built around Esusu, the savings circles people have run together for generations. Rank is its app. In 2025 the company was preparing to take that model into Europe and North America.
Role
Design Lead / Motion design / UX/UI Design / Website
Client
Moni
Year
2025
Category
Client Work
project details
Rank wanted proof before it gave a reason. 76% never left Tier 1.
The upgrade demand landed mid-task, right as someone reached for the thing they came to do. Verification ran slow and silent, and when it failed the error said nothing useful. People blamed themselves, not the app.
Solution
I treated the drop-off as fear, not confusion, so people meet the circle first.
Nothing interrupts you mid-task to demand an upgrade any more. Photographing an ID became typing its number, and every error now says what happened and what to do next.
result
Upgrade abandonment fell from 28% to 13%. Ratings went from 3.5 to 4.7.
86% said upgrading was quick and easy. Esusu promises prosperity made common, and that only means something if the person most likely to be shut out can get in. More people got in without ever feeling they had failed.
Nobody should feel small at the door to their own money.