Case

Integrating Apple IDV Promotion Within Overlapping Nudge Ecosystem

Overview

Apple IDV is a new eKYC method that enables users to complete identity verification through Apple Wallet.
However, awareness is low and adoption requires a clear, well-timed communication strategy.

This project focuses on optimizing Nudge placement and prioritization to drive adoption while maintaining a seamless user experience.

Challenge

Apple Wallet introduced a new way to complete identity verification (eKYC), but adoption was low.

The problem wasn’t just awareness — it was timing and user intent.

At Paidy, users primarily open the app to:

• Check balance

• Make payments

Not to set up identity verification.

This created a critical challenge:
How might we increase eKYC adoption without disrupting core user flows?

My Role

I led the UX strategy and design for integrating Apple Wallet IDV into the product:

• Defined nudge prioritization strategy

• Designed end-to-end user flow (entry → onboarding → return path)

• Collaborated with Product, Engineering, and Marketing

• Balanced business goals with user behavior

Key Insight

eKYC is not a primary user goal — it’s a secondary task.

If introduced too early:
- Users ignore it or drop off

The real problem:
Adoption depends on timing, not visibility

Strategy

1. Align with user intent

Instead of pushing IDV upfront, we aligned it with high-intent moments.

Prioritization:

• Pay Now (urgent action)

• Amazon cashback (high motivation)

• Apple IDV (future benefit)

This ensures we don’t disrupt the primary user journey.

2. Position as future convenience

Rather than “verification task”, we framed it as:
“Set up once for faster checkout next time”

This shifts perception from:

• Effort → Benefit

3. Use progressive nudging

Instead of forcing users:

• Introduce gradually

• Respect user context

• Avoid cognitive overload

Key Design Decisions

• Positioned Apple IDV after payment completion

• Designed nudge hierarchy based on business + user priority

• Ensured smooth transition between Wallet setup and app return flow

• Balanced marketing push with UX timing

Key Trade-offs

• Option A: Push Apple IDV first
  - Pro: Higher future adoption
  - Con: Interrupts payment → revenue risk

• Option B: Pay Now first (Chosen)
  - Pro: Aligns with user intent + immediate revenue
  - Con: Slower IDV adoption

• Final Decision:
  Prioritized Pay Now → optimized for business impact while keeping future IDV entry point

Impact

• Increased eKYC adoption without harming core flows

• Maintained strong payment completion rates

• Improved user understanding of Apple Wallet verification

Demonstrates how behavioral UX can shift user actions without friction

What This Demonstrates

This project highlights my ability to:

• Solve adoption problems through behavioral UX, not just UI

• Balance business priorities vs user intent

• Design within real-world constraints (engineering, marketing, platform)

• Drive product decisions, not just execution

This is VERY important:

Designed a behavioral UX strategy that increased eKYC adoption by aligning Apple Wallet IDV with real user intent—without disrupting core payment flows.