AstroPay: Onboarding, Redefined
Project Overview
AstroPay partnered with Flexxi to redesign a critical part of its onboarding experience for the Brazilian market. The goal was to reduce friction during identity verification by creating a flow that better reflected local user habits, expectations, and trust concerns.
AstroPay was experiencing a major drop-off during onboarding in Brazil, especially at the document verification stage.
The Challenge
The main challenge was that the onboarding flow was built around assumptions that didn’t match how Brazilian users actually interacted with their identification documents. While the product expected users to reference a physical ID, many users relied primarily on digital documents due to safety concerns and the high risk of fraud or theft. That disconnect created confusion, hesitation, and ultimately abandonment during a critical step of the onboarding journey.
Flexxi’s approach
Flexxi approached the problem through a research-led, culturally informed UX strategy. To understand the root cause behind the drop-off, the team conducted user interviews with Brazilian users and looked beyond surface-level funnel metrics. Instead of treating the issue as a simple usability problem, the project focused on uncovering the behavioral and cultural context shaping user decisions during onboarding.
Our Solution
We redesigned the onboarding experience to feel more natural, intuitive, and trustworthy for Brazilian users.
Key solution areas included:
The solution focused on redesigning the document verification intro screen to better fit the expectations and realities of the Brazilian market, while also supporting digital document scanning directly within the flow. It addressed friction caused by assumptions around physical IDs, introduced clearer and more conversational microcopy, and reinforced security and encryption messaging to help build trust. More importantly, the experience was designed around real user behavior and local context rather than relying on generic onboarding patterns.
Outcome
- Reduced document verification drop-off from 60% to 31% per week in Brazil
- Improved onboarding completion rates
- Removed a major source of user friction
- Increased trust during a high-sensitivity step
- Created a more locally relevant onboarding experience
- Validated the value of culturally informed UX decisions
Conclusion
This project showed how meaningful UX improvements often come from understanding users beyond the interface itself. By redesigning the onboarding flow around local habits, trust signals, and real-world behavior, Flexxi helped AstroPay create a more effective and human-centered experience,, one that directly improved conversion where it mattered most.
