01
Client context
The lender attracted strong application volumes, but a large share of applicants dropped out before disbursal.
02
Business challenge
Funnel analytics showed where drop-offs happened, but not why — and teams disagreed about whether the cause was KYC, documentation, pricing or communication.
03
Research objective & questions
Diagnose the causes of journey abandonment and prioritise the fixes with the greatest impact on completed applications.
- At which steps do applicants abandon, and what are they thinking at that moment?
- How do applicants compare the offer with alternatives?
- Which communication gaps create uncertainty?
- How does the experience differ for first-time and repeat borrowers?
04
Methodology & approach
- Applicant IDIs
- Completed, abandoned and rejected applicants.
- Digital mystery shopping
- Researchers completing the journey on app and web against competitors.
- Funnel review
- Drop-off data mapped to journey steps.
- Journey mapping
- Pain points and moments of truth with prioritised fixes.
05
Sample & geography
- ~30 applicant IDIs
- ~12 mystery-shopping journeys
- Geography — India (metro and tier-2 cities)
06
Key findings
- Document upload failures on mobile were the largest single cause of abandonment.
- Applicants lacked clarity on total cost and timelines after approval.
- First-time borrowers needed reassurance about data use and credit checks.
- Competitors set clearer expectations on disbursal time.
07
Business implications
- Simplify document capture and add auto-retry on mobile.
- Show an all-in cost and timeline summary before acceptance.
- Add plain-language reassurance at consent and credit-check steps.
08
Outcome
The lender received a prioritised fix list and a redesigned journey blueprint focused on completion and trust.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.