Beeline Kazakhstan
Beeline Kazakhstan
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2025
2025
How we implemented online document signing
How we implemented online document signing
Results
Results
Broadening the conversion funnel
Broadening the conversion funnel
the number of users signing documents online increased
the number of users signing documents online increased
Reducing in-store pickup time
Reducing in-store pickup time
pickup point managers reported a reduction in time
pickup point managers reported a reduction in time
Cost reduction
Cost reduction
through decreased use of paper and other consumables
through decreased use of paper and other consumables
About
About
Beeline Kazakhstan (LLP "Kar-Tel")
Beeline Kazakhstan (LLP "Kar-Tel")
Kazakhstan's top telecom provider, serving 11.6M+ customers.
Kazakhstan's top telecom provider, serving 11.6M+ customers.
Beeline Shop
Beeline Shop
An online store selling smartphones on a contract basis.
An online store selling smartphones on a contract basis.
Problems
Problems
processing took 15–20 minutes, leading to longer customer wait times
processing took 15–20 minutes, leading to longer customer wait times
generated high expenses for printing and paper materials
generated high expenses for printing and paper materials
during peak hours (typically in the evening), the sudden influx of customers significantly lowered capacity and caused bottlenecks
during peak hours (typically in the evening), the sudden influx of customers significantly lowered capacity and caused bottlenecks
created an extra workload for pickup point staff
created an extra workload for pickup point staff
Goals
Goals
reduce operational
costs
reduce
operational
costs
reduce operational costs
decrease customer service time
decrease customer service time
improve the user's experience with the product
improve the user's experience with the product
Workflow
The design process was fairly standard because, first, the feature is very common, and second, it involves strict legal and security constraints.
1
Benchmark analysis
2
User flow mapping
3
Designing high-fidelity screens
4
Design review
5
Post-production analysis
The design process was fairly standard because, first, the feature is very common, and second, it involves strict legal and security constraints.
1
2
3
4
5
Benchmark analysis
Benchmark analysis
User flow mapping
User flow mapping
Designing high-fidelity screens
Designing high-fidelity screens
Design review
Design review
Post-production analysis
Post-production analysis
Workflow
User dashboard
User dashboard
The entry point was located on the order details page in the user dashboard. The signing section was placed at the very top of the page for immediate visibility
The entry point was located on the order details page in the user dashboard. The signing section was placed at the very top of the page for immediate visibility
Before
Before
After
After
1 step. Photo verification
1 step. Photo verification
At the first step, the user receives a verification code via SMS. Once confirmed, a screen opens for biometric photo verification.
At the first step, the user receives a verification code via SMS. Once confirmed, a screen opens for biometric photo verification.
2 step. EDS and documents signing
2 step. EDS and documents signing
At the second step, there are two scenarios: for users without a digital signature, and for those who already have one
At the second step, there are two scenarios: for users without a digital signature, and for those who already have one
Existing EDS
Existing EDS
Without EDS
Without EDS
Desktop version
Desktop version
Screens examples
Screens examples
Analysis after the release
Analysis after the release
About two weeks post-launch, we faced a disappointing reality: the feature had almost zero adoption.
About two weeks post-launch, we faced a disappointing reality: the feature had almost zero adoption.
Once I confirmed there were no bugs, I went through the user journey personally and ran quick hallway testing. As a result, I formed a hypothesis about what was going wrong.
Once I confirmed there were no bugs, I went through the user journey personally and ran quick hallway testing. As a result, I formed a hypothesis about what was going wrong.
Hypothesis
Hypothesis
Users aren't signing the contract online because of poor discoverability: they simply don't know the feature exists or that it's located in their dashboard.
Users aren't signing the contract online because of poor discoverability: they simply don't know the feature exists or that it's located in their dashboard.
The solution
The solution
Instead of a general link to the user dashboard, we implemented a "Sign Documents" CTA on the order success page. Since this is the natural end of the checkout journey, it provides a seamless transition to the signing stage.
Instead of a general link to the user dashboard, we implemented a "Sign Documents" CTA on the order success page. Since this is the natural end of the checkout journey, it provides a seamless transition to the signing stage.
Before
Before
After
After
Follow-up analysis
Follow-up analysis
After the changes went live, we began monitoring the key metrics. The analytics soon showed a clear upward trend.
After the changes went live, we began monitoring the key metrics. The analytics soon showed a clear upward trend.
You can also view
Aviata
Aviata
•
•
2023
2023
How relaunching anciliary services increased sales by more than 100%
How relaunching anciliary services increased sales by more than 100%
Aviata
Aviata
•
•
2022
2022
How we reduced the customer support workload by 10%
How we reduced the customer support workload by 10%
