We rebuilt account opening around the two minutes that actually mattered.

Nova Pay was signing up small merchants at scale, but four in ten never finished opening an account. The team assumed it was a compliance problem. It wasn't.

We sat with eleven merchants while they signed up on their own phones, in their own shops, mid-shift. Every one of them stalled in the same place: a document upload step that asked for paperwork they kept in a drawer at home.

We split the flow in two. Everything a merchant could answer from memory came first, in under two minutes, and unlocked a limited sandbox account immediately. Verification moved to a resumable track with SMS handoff, so a merchant could photograph a document that evening and pick up exactly where they left off.

Then we rebuilt the front end on a 24-component design system so the mobile and desktop flows stopped diverging every release. Ten weeks, shipped in three increments, tested with real merchants between each one.