Challenge
Noriba operates in a competitive BNPL market with a distinct value proposition: syariah-compliant installments through a murabahah mechanism, without interest or conventional credit. But two UX problems were quietly eroding conversion before users even made their first purchase.
Identity verification was losing users mid-flow. The KYC process spanned multiple data collection steps, and any interruption meant starting over entirely, a dealbreaker for mobile users completing verification in fragmented sessions. Meanwhile, users unfamiliar with syariah financing were hesitating at checkout, uncertain whether they fully understood what they were agreeing to. In a product where financial trust is the core promise, comprehension gaps at the point of commitment are a direct conversion problem.
Understanding the problem
KYC required users to complete five sequential steps: ID upload, selfie verification, personal data, address, income, and full identity details, with no session persistence. Drop-off was concentrated mid-flow, not at entry, which indicated users were motivated to complete verification but losing momentum under the cumulative effort.
The comprehension gap surfaced at two critical moments: tenor selection and checkout. Users accustomed to conventional paylater products like Kredivo or Akulaku lacked the context to evaluate Noriba's akad-based model, creating hesitation precisely when commitment was required.
Key Findings
Drop-off was mid-flow, not at entry. Motivation existed, but the experience was failing users before completion.
Forced restarts on exit actively punished re-engagement attempts.
Syariah financing concepts were unfamiliar to users without prior exposure to Islamic financial products.
Comprehension anxiety peaked at tenor selection and checkout, the two moments with the highest conversion impact.
Design Principles
Protect user progress
Interrupted sessions should never cost completed work.Make effort legible
Visible progress reduces abandonment in long verification flows.Surface context at the moment of decision
Financial explanations are only useful when they appear where doubt occurs.Earn trust through transparency
In syariah fintech, clarity about the contract is not a nice-to-have; it is the product.
Design Decision 1
Streamlined KYC with Session Persistence
The verification flow was restructured from five steps into three consolidated stages, grouping logically related inputs to reduce the number of context switches users had to make. A persistent progress indicator was introduced to make remaining effort visible throughout.
Draft-saving was implemented as a core behavior, not an edge case feature. Users who exited mid-flow could return and resume from their last completed step. This removed the re-engagement penalty that was driving abandonment and gave users the flexibility to complete verification across multiple sessions if needed.
Design decision 2
Trust-Building at Point of Commitment
Syariah financing explanations were moved out of static onboarding and into the flow itself, appearing contextually at tenor selection and checkout, the two moments where comprehension directly affected conversion.
Tooltips and inline explanations clarified how Noriba's murabahah model works in plain language, specifically addressing the distinction from interest-based installments. The intent was not just to inform, but to give users enough confidence to commit, reducing drop-off driven by uncertainty rather than disinterest.
Outcome
KYC consolidated from 5 steps to 3, reducing cognitive load and the number of screens before verification completion.
Session persistence eliminated forced restarts, lowering the re-engagement cost for users who couldn't complete verification in a single session.
Contextual explanations at tenor selection and checkout reduced hesitation at the highest-stakes moments in the purchase funnel.
Team feedback confirmed improved user comprehension of the syariah financing model.
Design System
Alongside the product work, I contributed to building Noriba's design system, establishing component consistency across verification, shopping, and checkout flows to support faster iteration as the product scaled.
reflection
Noriba showed me that in fintech, drop-off is rarely about users not wanting the product. It is about the experience failing them before they can reach the value. The KYC problem was not a form problem; it was a trust and momentum problem. And the comprehension gap was not about syariah being complex; it was about context arriving too late to matter. Both pointed to the same insight: in financial products, the UX has to do the work of building confidence, because without it, conversion does not happen.
Noriba — Reducing Friction in Syariah Financing Onboarding
Improving KYC completion rates and purchase confidence in a syariah buy-now-pay-later platform.
Role
UI/UX Designer
Industry
Fintech
Company
Visicloud
Year
2025
Challenge
Noriba operates in a competitive BNPL market with a distinct value proposition: syariah-compliant installments through a murabahah mechanism, without interest or conventional credit. But two UX problems were quietly eroding conversion before users even made their first purchase.
Identity verification was losing users mid-flow. The KYC process spanned multiple data collection steps, and any interruption meant starting over entirely, a dealbreaker for mobile users completing verification in fragmented sessions. Meanwhile, users unfamiliar with syariah financing were hesitating at checkout, uncertain whether they fully understood what they were agreeing to. In a product where financial trust is the core promise, comprehension gaps at the point of commitment are a direct conversion problem.
Understanding the problem
KYC required users to complete five sequential steps: ID upload, selfie verification, personal data, address, income, and full identity details, with no session persistence. Drop-off was concentrated mid-flow, not at entry, which indicated users were motivated to complete verification but losing momentum under the cumulative effort.
The comprehension gap surfaced at two critical moments: tenor selection and checkout. Users accustomed to conventional paylater products like Kredivo or Akulaku lacked the context to evaluate Noriba's akad-based model, creating hesitation precisely when commitment was required.
Key Findings
Drop-off was mid-flow, not at entry. Motivation existed, but the experience was failing users before completion.
Forced restarts on exit actively punished re-engagement attempts.
Syariah financing concepts were unfamiliar to users without prior exposure to Islamic financial products.
Comprehension anxiety peaked at tenor selection and checkout, the two moments with the highest conversion impact.
Design Principles
Protect user progress
Interrupted sessions should never cost completed work.Make effort legible
Visible progress reduces abandonment in long verification flows.Surface context at the moment of decision
Financial explanations are only useful when they appear where doubt occurs.Earn trust through transparency
In syariah fintech, clarity about the contract is not a nice-to-have; it is the product.
Design Decision 1
Streamlined KYC with Session Persistence
The verification flow was restructured from five steps into three consolidated stages, grouping logically related inputs to reduce the number of context switches users had to make. A persistent progress indicator was introduced to make remaining effort visible throughout.
Draft-saving was implemented as a core behavior, not an edge case feature. Users who exited mid-flow could return and resume from their last completed step. This removed the re-engagement penalty that was driving abandonment and gave users the flexibility to complete verification across multiple sessions if needed.
Design decision 2
Trust-Building at Point of Commitment
Syariah financing explanations were moved out of static onboarding and into the flow itself, appearing contextually at tenor selection and checkout, the two moments where comprehension directly affected conversion.
Tooltips and inline explanations clarified how Noriba's murabahah model works in plain language, specifically addressing the distinction from interest-based installments. The intent was not just to inform, but to give users enough confidence to commit, reducing drop-off driven by uncertainty rather than disinterest.
Outcome
KYC consolidated from 5 steps to 3, reducing cognitive load and the number of screens before verification completion.
Session persistence eliminated forced restarts, lowering the re-engagement cost for users who couldn't complete verification in a single session.
Contextual explanations at tenor selection and checkout reduced hesitation at the highest-stakes moments in the purchase funnel.
Team feedback confirmed improved user comprehension of the syariah financing model.
Design System
Alongside the product work, I contributed to building Noriba's design system, establishing component consistency across verification, shopping, and checkout flows to support faster iteration as the product scaled.
reflection
Noriba showed me that in fintech, drop-off is rarely about users not wanting the product. It is about the experience failing them before they can reach the value. The KYC problem was not a form problem; it was a trust and momentum problem. And the comprehension gap was not about syariah being complex; it was about context arriving too late to matter. Both pointed to the same insight: in financial products, the UX has to do the work of building confidence, because without it, conversion does not happen.