Rebuilding a 500K-user CX surface — and a 4000% jump in eKYC adoption

Overview

Indian Oil's distributor network moves INR 150+ Cr a month and 12,000+ LPG dispatches a day across 32+ distributors, serving 500,000+ households and commercial customers. The systems behind that — customer onboarding, distributor workflows, service requests — had grown piecemeal, and it showed: eKYC completion was stalling, support tickets were climbing, and no one had a single view of where customers were actually getting stuck.

I owned discovery and delivery for a Unified Customer Experience surface meant to fix that — end to end, from the first interview to the metrics dashboard that proved it worked.

The problem

Customer, distributor and service data lived in disconnected systems, so nobody — including me, at first — could answer a basic question: where exactly in the eKYC flow were people dropping off, and why? Without that answer, every fix was a guess. Meanwhile the operational stakes were real: a stalled digital onboarding flow meant slower service activation for hundreds of thousands of customers and more manual work for already-stretched distributors.

My approach

I started with research, not dashboards. Over 200 customer and field interviews across the distributor network surfaced the journey-level pain points that no system log would have shown — confusing steps, distrust of the flow, friction specific to how distributors actually worked day to day.

In parallel, I applied systems thinking to unify the fragmented customer, distributor and service data into a single CX view, and defined the metrics that would actually tell us if we were improving things: engagement, delivery success, NPS and churn — not just completion counts.

The solution

Insights turned into user flows, wireframe-level requirements and PRDs, built in collaboration with engineering and design. From there:

• Prioritized and shipped 3 CRM and service-workflow improvements, balancing user experience against operational constraints and engineering effort.
• Designed and ran 5 growth and experience experiments — onboarding flow changes, reminders, push triggers — across the journeys that mattered most.
• Partnered with engineering, UX, analytics and operations to standardize platform usage across all 32+ distributors, so the fix held consistently, not just in the pilot.

The impact

eKYC completion rose 4000% after the redesigned flow shipped — large enough, and consistent enough across distributors, that it was rolled out pan-India. The growth experiments lifted feature adoption by 22% and cut funnel drop-off by 12%; the shipped workflow fixes brought support tickets down 15%. Service consistency across the distributor network improved as a direct result of standardizing on the unified CX view rather than 32 separate interpretations of the same process.