Redesigning Junglee Rummy's KYC Journey

For a real-money gaming product like Junglee Rummy, KYC is a critical business journey.

As per compliance, users must be KYC verified before they can play cash games. So KYC is not just an identity check — it is the gateway between user intent and revenue.

Many users in our target audience were not very familiar with automated KYC platforms like DigiLocker, so they often moved toward the more familiar manual document upload route.

The Problem

More than 60% of manual KYC uploads were going into review instead of getting auto-approved.

This meant users had to wait at the exact moment they were ready to start playing. For the business, every delayed or failed KYC directly impacted add-cash conversion and revenue.

How We Conducted the Investigation

Discover

As a team, we reviewed the uploads that failed automated verification and moved into manual review.

The pattern was clear: most failures were caused by poor or incorrect uploads. Many images were blurry, cropped, out of focus, or had unreadable text. In some cases, the full ID was not visible. We also found users uploading random images or selfies instead of their ID proof.

The flow was letting users submit bad uploads before guiding them on what a valid document image should look like.

The Call We Made

Define

We made the strategic call to focus on two things at the same time:

The design direction became simple: help users understand what to upload, verify the image before submission, and reduce the chances of failure upfront.

Leading the Design & Build

Develop · 1. Educate users during upload

The first step was to guide users before they clicked the image. We added clear instructions at the upload stage, telling users what a good ID photo should look like.

• The text should be sharp and readable.
• The ID should be fully visible.
• The document should sit properly within the frame.
• The image should not be blurry, cropped, or out of focus.

We also added a designated capture area on the camera screen, giving users a visual guardrail to align their ID before taking the photo. This made the upload step feel more guided and reduced the chances of users submitting unusable images.

Develop · 2. Prevent errors before submission

The second step was to change when verification happened. Earlier, users were uploading and submitting documents without realizing something was wrong. These uploads would then move into manual review, which took more time and, in many cases, still ended in rejection after almost an hour.

Now, users could catch mistakes before final submission instead of waiting for the system to reject the upload later.

The shift was simple but important: we moved from showing errors after failure to preventing failure before submission.

The Outcome

The redesigned KYC flow showed strong impact within the first 60 days. The biggest win was simple: more users were able to move smoothly into the cash-game journey.

What This Taught Me as a Design Leader

• Small flow changes can create big business impact. The biggest improvement did not come from adding a new feature. It came from changing the sequence of the flow and solving the right problem at the right moment.
• Prevention is better than recovery. A good error message helps users recover. But a better experience stops the error from happening in the first place. Moving verification before submission made the flow more forgiving and more effective.
• Education is part of UX. Many users were not failing because they lacked intent — they were failing because the product did not guide them clearly enough. Simple instructions, visual examples, and capture guardrails made the task easier.
• Compliance journeys need product thinking. KYC may look like a backend or compliance requirement, but for users it is a key product moment. If it slows them down, it directly affects trust, conversion, and revenue.
• Design leadership is about finding leverage. The role was not just to redesign screens. It was to identify the highest-impact friction, align the team around it, and turn a mandatory flow into a smoother business-critical journey.