WHAT IS IT
A self-serve account deletion and offboarding flow within the smallcase app, engineered with purposeful safety frictions. Instead of a blunt one-click delete.
CONTEXT
In a wealth app, accounts are tethered to regulated external entities—brokers, AMCs, and partner banks. Deleting an account cannot mean wiping out real-world assets.
OVERVIEW
Problem
The app previously lacked an in-app mechanism for users to delete their accounts. Users seeking closure were forced to reach out to customer care, generating ~300 high-touch support tickets every month. Beyond operational overhead, this manual loop created high friction: users panicked over whether closing their account meant losing their money, while deleting blindly risked leaving automated recurring bank mandates (SIPs) running undetected in the background.
Outcome
🎉 The flow deflected ~300 monthly support tickets into a seamless, zero-agent workflow while achieving full App Store and privacy compliance. By requiring users to cancel active mandates and review their holdings, the design guaranteed zero accidental bank debits and zero lost investments, all while collecting structured churn insights at exit..
