In collaboration with LOOKA | Market Research for Africa and Appruve, we provided recommendations to identify difficulties and improve the user experience when registering for mobile applications - particularly when entering personal information.
The study was conducted in Accra, Ghana in December 2019. And was made public in light of the COVID-19 context which has driven digital adoption of financial services, online sales on WhatsApp or e-commerce platforms and raised new concerns about personal data and security risks.
Insights from this study show that security and ease of use are equally important to respondents. This report offers recommendations to strike this crucial balance, as well as questions and trends that will need to be considered to improve digital onboarding in Ghana and beyond.
76% of respondents are fearful of fraud during onboarding
26% of user quit apps as a result of too many questions
76% don't know what a chatbot is or have never used one
Apps ask for documents users don't have ready to upload
User experience (UX) is the main reason why your app is chosen
304 interviews by trained LOOKA surveyors
304 residents of the capital Accra and its suburbs
Saturday December 7th - Thursday December 12th 2019