Onboarding project | Atlys

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Onboarding project | Atlys

Introduction

Atlys is a startup founded in 2021 by Mohak Nahta to make visa application and processing easy and seamless. They are using digital first process and communication to make the otherwise paper and documentation heavy process user friendly. They claim of 99.5% on time visa delivery for over 150 destinations. Currently they are processing 30,000 visas/month. The market they are in is expected to become $ 4 Billion opportunity by 2032.

Funding

Atlys has so far raised $17.2 million in funding demonstrating traction and investor confidence. Their latest round was series A on 21st Sep 2023.

Competition

They are in direct competition with incumbent VFS Global and new age players like VisaHQ, iVisa, Passport Visa Express.

Value Proposition

The core value proposition of Atlys is simplifying and expediting the visa application process for travellers in a transparent manner.

User Goals

Who are the Users?

These are the core users for the product. Most number of transactions originate from these users.

Type	Properties	ICP-1:	ICP-2
Basic Demographic Information	Who are they	Younger Tourists	Older Tourists
Age	20-40	40-60
Gender	Any	Any
Location	Tier 1 and Tier 2 cities in India	Tier 1 cities in India
Occupation	Varied with bulk in service sector.	Retired, Own Enterprise
Income	Middle to upper-middle	Middle to High on past investments
Relationship Status	Single/Married	Married
Lives With	Alone/Family	Family
Behavioural Information	Where do they spend their time? What are their interests?	Work, Commute, Social media, Travel content, Leisure activities	Family, Social events with peer group
Where do they spend money?	Experiences, Lifestyle products, Affordable luxury	Family, Travel, Household items
What do they value? Time vs Money	Both	Time
Previous expense on related services	Few instances of ticket and visa expense in the past	Few Instances of ticket and visa expense in the past
How many International trips do they make each year?	1-2	1
What is their preferred method of communication with service providers?	Chat/Email	Phone
Biggest frustrations with current visa processes?	Complexity and variability by destination	Complexity & Variability by destination
Willingness to pay for streamlined visa service	Moderate	Moderate
Travel planning and booking channels	Online apps/ Travel agencies	Majorly agents, warming up to online solutions.
Additional valued features/services	Travel Packages, Streamlined process, fast service	Family travel packages, guided application process
Measures for successful travel planning	Simplicity, reliability of visa issuance	Simplicity, reliability of visa issuance
Product Information	/What features of the Atlys app do you use most frequently? Why do you find these features most valuable?	Visa application tracking, destination-specific travel tips. Young travelers appreciate real-time updates, convenience of digital document handling, and practical travel advice that aids in planning and preparation	Concierge support, notifications about application status. Older travellers value reliable information, prompt support, and timely updates that provide reassurance and reduce travel stress.
What do you they most about the Atlys app?	Functional and to the point.	They share the expectation of timeline beforehand and help users understand
What do you they least about the Atlys app?	Occasional navigation issues or complexity in the user interface	Technical issues or difficulties in understanding some features
How often do they use Atlys for travel-related activities (e.g., visa applications, travel documentation)? Is usage linked to any specific frequency or destination?	Typically, 1-2 times a year, especially for leisure travel and explore remote work opportunities. Usage spikes around peak travel seasons and for popular international destinations among young travellers.	1- 2 times. Usage aligns with planned vacations or trips to specific countries requiring visas.
What are their biggest challenges when using the Atlys app for visa applications or travel planning?	Search functionality is not robust enough. They also feel there are certain dark patterns(discrepancy) in terms of highlighted functionality and terms & conditions.	The texts are small to read at places. Any change in layout affects their navigation.
How satisfied are they with the speed and reliability of the Atlys app’s services (e.g., visa processing updates, customer support)?	Neutral. They have to follow up sometimes to get the right update.	They are satisfied. Sometime they face issues in connecting with the support.
Do they use Atlys in conjunction with other travel planning tools or apps (e.g., booking flights, accommodation)?	Frequently use flight booking, accommodation apps, and digital itinerary planners.	Occasionally use flight booking websites and traditional travel agencies.
How do they perceive the value of Atlys in terms of saving time, effort and money when managing your travel needs?	Saves them time and makes the process fast. Willing to pay more for value added service such as dummy itinerary for Schengen visa.	Helps them manage their visa affairs online with minimal effort in terms of effort needed. Willing to pay for reliable service.
What is their preferred method of communication with Atlys for support or updates (e.g., in-app notifications, email, chat support)?	In-app notifications and chat support	Email and phone support.

&

Based on the above ICPs we will look at their goals based on the Job to be Done framework:

Job	ICP 1: Young Tourists	ICP 2: Older Tourists
Functional Goals	1. They want to get their visa for their next travel. 2. They want it to be smooth, easy, reliable and transparent. 3. Track visa status, upload documents	1. Ensure a reliable visa application process. 2. Track status, access updates, get support 3. Desires reliable updates, seamless support, easy process.
Personal Goals	Wants to feel adventurous, in control and tech savvy	Wants to feel secure, supported, and confident
Social Goals	Enhance social presence, build networks, gain recognition.	Inform and reassure family, maintain connections, feel valued.
Financial Goals	Maximize value for money, informed decisions, manage expenses.	Maintain budget, confident planning, financial peace of mind

The functional goal of getting visa on time to travel would be the primary goal of users on Atlys.

What are they trying to do?

We will do that through the Customer Journey Map framework

ICP 1: Young Tourists

Doodle Sketch Customer Journey Map Brainstorm-2.png

ICP 2: Older Tourists

Doodle Sketch Customer Journey Map Brainstorm-3.png

User Calls (retained user)

ICP 1: Young Tourists

Name: Nimish Rajan (34 years old)

"Interviewer: Hi Nimish. Thank you for taking out the time to talk to me today regarding Atlys. I understand you will be shortly travelling to Vietnam for a work break. Can you start by telling me a bit about yourself and how you use Atlys?

Nimish: Sure! I'm Nimish. I am 34 years old. I love travelling for work and for leisure. I use Atlys mainly to handle visa applications and manage my travel documents when I am planning trips.

Interviewer: Great to hear! What feature of the Atlys App/Website do you use most frequently and why?

Nimish: Every time I want to travel and applied for visa, I use their visa tracking feature the most. I also use the document upload tool. I almost use it as a repository and download from there if I need to use the travel document for other needs. I also use their predictive engine to know by when I can expect visa for other countries incase I plan to travel again.

Interviewer: I see. Any other apps/website you use frequently or in conjunction with Atlys?

Nimish: I use flight booking apps and digital itinerary planners along with Atlys. The predictive visa approval date and digital itinerary planner work well for me to plan better.

Interviewer: What do you like most about Atlys?

Nimish: The best part is how it just works! I get real time update on my application status. I can upload all my documents through the app which saves me a lot of time and hassle. I also like that once you save the documents applier for subsequent visa is a breeze.

Interviewer: What do you like least about Atlys?

Nimish: I have noticed some dark pattern in terms of their refund policy. There seems to be some discrepancy on what claims are highlighted and what is mentioned in the terms and condition page.

Interviewer: Understood. How often do you use Atlys?

Nimish: I'd say last year I used it 3-4 time. I travelled as I had some downtime at work and after covid all places have opened up.

Interviewer: What is your preferred mode of communication with Atlys for support or updates?

Nimish: I prefer the in-app notifications for updates because it doesn't affect my workflow. For support I prefer the chat feature; it is convenient and does provide fast response in working hours.

Interviewer: What additional features or services would you like to see in Atlys?

Nimish: Real time currency exchange rates would be great. Maybe introduce travel insurance as well."

ICP 2: OlderTourists

Name: TV Krishna (52 years old)

"Interviewer: Hi Krishna Sir. Thank you for taking out the time to talk to me today regarding Atlys. Can you start by telling me a bit about yourself and how you use Atlys?

Krishna: I am TV Krishna. I am retired and I run a small consultancy on construction projects. I travel with my wife as we both love travelling. We also visit our children, who are based out of India for work.

Interviewer: That is good to know! What feature of the Atlys App/Website do you use most frequently and why?

Krishna: I use the app only for my visa needs. I typically talk to Sridhar from Atlys who guides me in the process. He is quick and helpful.

Interviewer: I see. Any other apps/website you use frequently or in conjunction with Atlys?

Krishna: I use flight booking apps and also google about the place I am travelling to. I also talk to my local agent who helps me with flight booking.

Interviewer: Why do you Atlys when you know travel agent in your locality?

Krishna: I use him for flight booking. Last year when I checked Atlys and compared their service with my agents. My agent was asking for more time as well money for my UK visa. Hence I have used Atlys.

What do you like most about Atlys?

Krishna: The best part is the reliability. Sridhar is very helpful and is more informed than my travel agent. He used to work for VFS earlier.

Interviewer: What do you like least about Atlys?

Nimish: Sometimes the technical language and features are a bit complex for me. I would prefer simpler explanation and user friendly guides.

Interviewer: I see. How often do you use Atlys?

Nimish: I have used it 2 times last year. Once to visit UK for tourism and family and another time I am wife went to Bali with an ex-colleague's family.

Interviewer: What is your preferred mode of communication with Atlys for support or updates?

Nimish: I prefer email for update as I can read them at my own pace. Otherwise I connect with Shridhar for in process visa.

Interviewer: What additional features or services would you like to see in Atlys?

Nimish: I would like an emergency contact feature and detailed guides of places we visit.

Teardown

Teardown_ Atlys-2.pdf

Summary

Landing Page (Webpage, Appstore): Calls out the core proposition well. Countries where Atlys can be used can be called out.
Onboarding Flow: Onboarding flow is smooth, clean and intuitive. Document upload could be improved by sharing sample images of the section of document that is expected to be uploaded.
Feeling while being onboarded: The feeling is hopeful as there are many callouts to build trust such as
1. How many visas they have processed so far
2. By when can the user expect the visa
3. The documents that are needed
4. How other users have found the whole process of applying for visa through Atlys.
AHA Moment: They are potential AHA moments while
1. Sharing the entire process outline
2. What is expected of the user
3. Dummy itinerary for the likes of Schengen visa which needs the entire trip plan before travelling.
Remove / Replace / Add:
1. The fonts could be made bigger for better comprehension.
2. Add details on if the passport needs to be submitted as many users are familiar with that and not sending the physical passport could give rise to skepticism on the legitimacy of the visa.
3. Sharing of concierge service at top of the funnel will help convert skeptic users to do their first transaction.
4. The fee breakup should be detailed with each component called out.

Activation Metric

Activation Metric 1: First Visa Application
1. Metric: Users must successfully complete their first visa application through Atlys within the first 7 days of account creation.
2. Reasoning
3. 1. Young Travellers (20-40): Quick completion demonstrates the app's immediate utility and relevance to their travel needs.
  2. Older Travellers (40-60): Trust building in the app's capability to manage crucial travel planning components.
Activation Metric 2: Uploading Travel Documents
1. Metric: Users should upload the documents needed n one session in the first 3 days after starting their first application.
2. Reasoning
3. 1. Young Travellers (20-40): Shows an inclination towards efficient digital tool usage and a preference for time-saving features
  2. Older Travellers (40-60): Indicates the app's ease of use and user-friendly design, appealing to those less familiar with technology our older ICPs.
Activation Metric 3: Real Time Visa Status Tracking
1. Metric: Appliers must engage with the real time visa status tracking feature within the first 2 days of application submission.
2. Reasoning:
3. 1. Young Travellers (20-40): Demonstrates the need for instant information and active management of travel plans, which is one of the core value proposition of Atlys.
  2. Older Travellers (40-60): Shows the importance of receiving timely updates to ensure security and peace of mind.
Activation Metric 4: Auto Save Documents
1. Metric: Users must activate the auto-save feature for travel documents within the first 10 days of using the app.
2. Reasoning:
3. 1. Young Travellers(20-40):Encourages frequent travel with less preparation hassle, integrating Atlys deeply into their travel routine.
  2. Older Travellers(40-60): Suggests satisfaction with the app’s reliability, potentially leading to recommendations to peers.

Metrics to Track

Quantitative

Metric	Definition	Purpose
Week 1, 2, and 4 Retention	% of users returning after 1, 2, and 4 weeks.	Measure initial engagement and ongoing interest as Visa is a long drawn process.
Month 1, 2, and 3 Retention	% of users returning after 1, 2, and 3 months.	Assess longer-term engagement, repeat rate & satisfaction.
Completion Rate of First Visa	% of users completing their first visa application.	Indicates successful onboarding.
Document Upload Rate	% of users uploading all required documents in the first session.	Reflects ease of use and commitment.
Time to Complete Visa	Average time from starting to completing a visa application.	Measure efficiency and user experience.
Frequency of Status Check	Average times users check their visa status.	Indicates engagement with tracking features.
Support Interaction Rate	% of users contacting customer support.	Tracks need for support and pain points.
Positive Rating Post Visa	% of users rating their experience positively after visa completion.	Reflects satisfaction with the application process.
Visa Conversion Rate	% of users successfully completing initiated visa applications.	Indicates effectiveness of the application process.

Qualitative

Metric	Definition	Purpose
Customer Satisfaction Score	User feedback on specific aspects like ease of use and support.	Insights into user happiness and improvement areas.
Net Promoter Score	Measure of users’ willingness to recommend Atlys.	Assesses user loyalty and referral likelihood.
Feature Usefulness Feedback	Qualitative feedback on the usefulness of features.	Identify valuable features to prioritise.
User Reviews and Testimonials	Written reviews about user experiences.	Qualitative insights into satisfaction and improvements.
Support Feedback	Feedback on the quality and responsiveness of customer support.	Measure effectiveness of support services.
Integration Feedback	Opinions on integration with other travel tools.	Evaluate experience with app integrations.
Feature Suggestions	Suggestions for new features or enhancements.	Guidance for future development.
Overall Experience Sentiment	General feedback on the overall experience with Atlys.	Holistic view of user satisfaction and improvement areas.

Summary

For Atlys onboarding we picked two primary ICPs. The Young (20-40 years old) and Older (40-60 years old) leisure traveller. The users we picked actively use the platform for their visa needs. We looked at what is their relationship with Atlys, what works for them and what can be improved. This we did with the Jobs To be Done Framework to better understand why will our core ICPs hire Atlys to do. We looked at their user journey and compared to what they had to say about the app in the interview.

We further did a teardown of the entire onboarding flow to figure out how the onboarding experience can be made better with generous help from the insights from our retained users. Based on that we hypothesised 5 activation metric, which we believe will help us keep track of new users and understand the point where they convert to an activated user. We proposed metrics that we can track regularly to ensure we are on the right track for user retention.