Europe’s largest passenger car service, Addison Lee, reduced the time taken for a user to sign up by 75%, and saw 95% of users who started their onboarding flow complete the process, compared to the industry average of 50%. Addison Lee, Europe’s largest passenger car service and pioneer of the booking app, was faced with an issue of mobile onboarding in 2016. As a unique taxi service, that fea- tures scheduling in-advance, no surge pricing, and an average pick-up time of under 10 minutes, Addison Lee’s advanced product sells itself to potential users. While numerous users were downloading their app, ultimately, they weren’t finishing the signup process and converting into paying customers. They needed to reduce friction and make their onboarding process seamless to capture new bu

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