Client notes

Evidence from real screens — wallet lists, OTP, KYC — not star widgets.

Short notes

Grocery app, Petaling Jaya. “They refused to treat ‘checkout started’ as one step after we showed them that GrabPay and cards split immediately. The reservation: the written map arrived a day later than promised because the Android event names had drifted from iOS.” — N. R., product lead

Ride-hailing side project. “The working session spent forty minutes on the permission prompt that only appears after a failed location fix. I wanted a neater agenda; they were right to stay there.” — F. K., founder

Campus marketplace. “Wei Jun printed the event dictionary and crossed out three names that fired on screen view, not on tap. We had been celebrating a conversion that was only a scroll.” — S. L., growth

Islamic finance onboarding. “Amina would not let us count ‘application submitted’ until the selfie check actually returned a pass. Slightly awkward in the room. Accurate.” — product operations, name withheld

Longer account: the wallet sheet that ate a Friday

A Kuala Lumpur commerce team asked for a conversion funnel review on first purchase. The chart they used showed a gentle slope from “bag viewed” to “paid”. In the export, “paid” included failed attempts that later succeeded, and “checkout started” fired when the bottom sheet opened, including people who only wanted to see whether a voucher still applied.

We rebuilt eight steps. The steep drop was not payment — it was the sheet that listed seven wallets in a random order, with the card option below the fold on smaller Android devices. Session recordings matched: thumbs hunting, then the back gesture.

The mild complaint from their designer was that we spent too long on font size. We did, because the recordings showed the card label wrapping onto two lines only in Malay. The test list had one item: pin the last-used method and move cards above unused wallets.

They still run their own tracker. We do not have a follow-up login. They sent a note six weeks later that the sheet change shipped; we have not independently counted the new path.

Longer account: KYC as two funnels

A fintech onboarding “funnel” was actually two: people with MyKad in the camera frame, and people who abandoned at the glare warning. Treating them as one path hid that the evening hours (after office lighting changed) carried most of the loss. The review split the path and recommended a daytime-only hint on the selfie screen rather than a new vendor.

If you want a similar argument in writing, request a review.