Challenge
Tapmy lets merchants accept card payments using only a smartphone — no hardware terminal required. The product is technically simple but setup requires KYC identity verification and bank-account linking before the first real transaction can be processed. A large share of new merchants who downloaded the app abandoned before completing those two steps.
Exit analytics showed the steepest drop at the KYC screen. It presented a document upload with no indication of how many verification steps remained, no explanation of why the information was required, and no estimated completion time. Once past KYC, merchants reached a 'first test transaction' prompt that used the phrase 'initiate an NFC payment' — terminology that did not match how a café owner or market trader thought about tapping a card.
