Onboarding Gone Wrong: Why Kimi.ai Needs Better User Research

Kimi.ai, a new AI model from China, boasts impressive capabilities and a compelling free access model. However, this potential is undermined by a critical flaw: the apparent lack of thorough testing for its onboarding process, especially for international users. In a field as fast-moving as AI, a smooth and intuitive user experience is paramount, and Kimi.ai's onboarding shortcomings may hinder its wider adoption.

For users outside of China, Kimi.ai’s registration process presents a frustrating and convoluted experience. To complete sign-up, users must undergo one of two verification methods: either through WeChat or by providing bank details. At first glance, this might seem reasonable. However, several issues arise:

1. WeChat Dependency : Outside of China, WeChat penetration is minimal. For many international users, installing WeChat just to verify their identity feels unnecessary and cumbersome. Moreover, verifying via WeChat requires another existing user to confirm your account. This creates a chicken-and-egg problem—if you don’t know someone who already uses WeChat, how do you onboard?
2. Bank Details Requirement : Requiring users to provide sensitive financial information during registration raises concerns about trust and privacy. Why should someone hand over their bank details to access a free service? This step not only deters potential users but also undermines confidence in the platform.
3. Circular Logic : If a user decides to create a WeChat account to bypass the bank detail requirement, they’ll still face the same dilemma—needing another WeChat user to validate them. This loop makes it nearly impossible for users unfamiliar with WeChat to successfully register.

This situation highlights critical flaws in Kimi.ai’s design: insufficient user research and inadequate testing of the onboarding journey. By failing to consider global user needs, Kimi.ai risks alienating a large portion of its target audience. Here’s why this matters:

Essential Reflections

1. User Research Matters : Effective product development begins with understanding your users. Kimi.ai overlooked the fact that WeChat usage is overwhelmingly concentrated within China. For international users, requiring WeChat validation introduces friction that could have been avoided with better research into global communication preferences.
2. Testing Customer Journeys Is Essential : Onboarding is often the first interaction a user has with a product, making it crucial to get right. A poorly designed onboarding process can lead to high drop-off rates and negative perceptions. Had Kimi.ai tested its onboarding flow with diverse groups of users from various regions, these issues could have been identified and resolved before launch.
3. Leveraging AI for Automation : Ironically, Kimi.ai itself could have been used to automate basic testing processes. The AI could simulate different user scenarios to identify potential bottlenecks in the onboarding journey. By leveraging its own technology, Kimi.ai could have ensured a smoother and more inclusive experience for all users.
4. Trust and Accessibility Should Be Priorities : Requiring bank details for a free service sends mixed messages about trust and transparency. Similarly, forcing users into adopting a specific app (WeChat) may come across as a ploy to drive adoption rather than genuinely serving the user. Both approaches risk damaging the brand’s reputation.

Thoughts to Carry Forward

Kimi.ai’s onboarding challenges serve as a valuable lesson for all product teams:

• Understand Your Audience : Conduct thorough user research to ensure your product meets the needs and expectations of your intended audience.
• Test Early and Often : Simulate real-world scenarios to identify pain points in your customer journey before releasing your product.
• Leverage Technology for Efficiency : Use available tools, including your own AI, to streamline testing and improve the user experience.
• Simplify and Streamline : Remove unnecessary barriers to entry. Make your onboarding process intuitive and accessible to everyone.

Conclusion

While Kimi.ai’s decision to offer its AI model for free is laudable, its onboarding process highlights the importance of prioritizing user-centric design. By neglecting to test and refine its onboarding journey, Kimi.ai risks losing users who encounter unnecessary hurdles. Ultimately, successful products are built not just on innovation but on empathy—understanding and addressing the needs of real people. Let Kimi.ai’s experience be a reminder of the power of thoughtful design, rigorous testing, and leveraging technology to create seamless, inclusive user experiences.