Signup Optimization

Enhance the signup journey of Cheese mobile app to ensure a smoother onboarding experience for new users and facilitate the successful onboarding of a larger pool of potential users.

INTRO

Cheese is an e-baking company offering innovative debit services. With the launch of its debit card and mobile app in March 2021, Cheese revolutionized the way people manage their finances. The company has adopted an ambitious approach to customer acquisition, actively and enthusiastically expanding its user base.

Contributions

UX Interview
Competitive Analysis
Wireframing
Prototyping
Usability Testing

Tools

Miro
‍Figma
InVision

Duration

6 Weeks
Mar 22 - Jun 22

Worked with

Product lead
Product manager
Customer support
Engineers

GOALS

With this iteration, I aim to enhance the signup experience, ensuring that users do not drop off during the process.

Phase 1

Improve the current signup path for our existing user group

Phase 2

Open a new signup path for a new potential user group

PHASE 1

THE SIGNUP FLOW

To join Cheese as a user, individuals are required to complete the entire signup process and obtain approval. While the KYC process and review track are necessary for fraud prevention, it is concerning that 44% of potential users are currently dropping off during the signup tunnel. With the signup path being the only option available, it becomes essential to focus on optimizing it to achieve higher conversion rates and retain more potential users.

Considering the constraints of limited development costs and a tight timeline of two weeks, making changes to the existing signup process may not be feasible. However, we can prioritize essential improvements within the current framework.

SSN

Research Insights

Interview

After conducting interviews with 9 new users to gain insights into their signup journey, it was evident that users generally expressed negative sentiments regarding the page where they are required to provide their Social Security Number (SSN).
Their concerns
Wayne
“The page that asks for my SSN surprised me. I’ve never been asked for my SSN during opening a debit account. I filled it up and went to the customer support to ask for why.”
YAN
“I was hesitated when the app asked for my SSN. Since there is no other way around, I had to enter my SSN.”
Sela
“A debit card account would not need the SSN. I was a little bit worried about typing my SSN. Not sure about what will happen.”
However, the SSN is mandated by our stakeholders as a crucial fraud prevention measure.

Competitor Analysis

To address user concerns and improve transparency, I conducted an analysis of the signup flows of 10 competitors, focusing on their SSN pages. During this investigation, I discovered that these pages often provide answers to the following questions:

Design Decisions

By including sufficient details and assurances on our SSN page, we can enhance user trust, alleviate concerns, and improve the overall signup experience.

ADDRESS

Problem Statements

A problem, and an opportunity

From the user feedback I've gathered through in-app and app store channels, a common concern has arisen. Several users have shared that they signed up but never received their cards, which has led to doubts about the legitimacy of Cheese. This situation indicates the need for improvement.

Understand the context

Through interviewing 4 of these users, I discovered that they had provided non-residential addresses during the signup process. Unfortunately, our compliance regulations mandate the mailing of physical cards exclusively to residential addresses. As a result, our customer service (CS) team has had to dedicate a significant amount of time and effort to email these customers individually, requesting their residential addresses to bridge the gap and ensure successful card delivery.

Design Decisions

Implementing automated address verification on the address page is an effective solution to address this issue.
To minimize the display of error messages, I have included informative text to guide users on the types of addresses that will or will not be accepted.

PHASE 1 RESULTS

The enhanced onboarding experience brought about an 8% decrease in the SSN turnover rate. Simultaneously, our user base has expanded by over 30 times.
Notably, no users have reported issues with card delivery on our feedback channels, and cases related to this problem handled by our customer service team have decreased significantly by 83%.

PHASE 2

THE NON-SSN PATH

Problem Statements

A new user segment

Our user base expansion extends beyond the current user segment. We have identified a new group of potential users, specifically new immigrants and international students who face limited banking options in the US due to the lack of an SSN. This user group demonstrates a strong interest in becoming Cheese users, presenting an excellent opportunity for us to provide them with essential banking services in the US.

A new path for them

Following extensive communication with stakeholders, it has been determined that a new signup path can be implemented to accommodate this specific user segment.

The New Path

Instead of verifying their credit history, we will require a valid visa as proof of identity for these users to join the platform.

Design Iterations

After conducting usability testing with 4 users, it was observed that users spent a considerable amount of time trying to comprehend the requirement paragraph.
To enhance legibility and facilitate faster information scanning in this context, I implemented a list format with tooltips.

PHASE 2 RESULTS

In the subsequent round of usability testing involving 5 participants, the time spent on this page decreased by 43%. This reduction in time indicates a significant improvement in user efficiency and comprehension.
As of September 2022, the new signup path has led to over 3000 non-SSN users joining Cheese.

KEY TAKEAWAYS

Prioritize addressing the key issues at hand. Even small iterations have the potential to yield quick wins and contribute to significant improvements.
Continue to actively listen and gather feedback. A complaint can often be transformed into a valuable opportunity for progress.