As a first step, we mapped out relevant stakeholders and we planned the initial meetings. In our first meeting, we included people from the tech, business and marketing teams.

I made a plan how and when to interview different teams. This was to really understand the current service: map the needs and current pain-points.

Progress was recorded on a shared Miro board to ensure transparency and easy sharing.

Key findings from 2 workshops and 5 interviews:
Wrong data in the orders generate a lot of manual work.
Users are confused about the offering and pricing.
No unified user experience or process between Finland and Sweden.
Because the order data was not reliable, the flow could not really be a self-service flow.

I made user flow concepts based on the insights gathered earlier. I collaborated closely with the PM and PO almost daily and continuously updated our shared Miro board. Early prototypes were created in Figma and Figma Maker to keep the process agile.

We went over the flow ideas with stakeholders in Finland and Sweden. After this, we improved the flow based on the feedback, especially the strong authentications location at the start of the flow. The self-service flow was harder to sell in Sweden than in Finland because of the different cultures dealing with clients and it took more time to convince them over.

Suggested design where every user needs to do a KYC before starting an order reduces clutter to the support team as it eliminates unnecessary tickets, manual work and orders made by mistake. Talking with the support teams we found and fixed problems in the current flow that were outside the project scope. The suggested flow has a more user-centered approach, providing transparency to services and pricing – for example, a calculator for before making starting a order flow. This reduces the suppor tickets especially in Sweden.

Main outcomes:
New design reduces the tickets coming to support.
Order data is 95% better because of KYC and reduces manual work in the after sales.
The order flow has clear steps and provides enough data to the user to make the right decisions.

This project is still waiting for the final approval from the stakeholders and only some ideas have been implemented(Epassi Go is live).
After the purchase the idea would be to also include some UX measuring like UMUX-Lite to track trends. Also before the purchase flow, there should be possibility for user to give feedback about the site to see if users drop the order before even starting it.