ss

Independer Onboarding Experience

Increase user activation by adding The Wow Factor

The Challange

How to Boost Low User Activation and Customer Retention on “Mijn Independer”

Problems solved

In general users are not engaged after applying for insurance in the current flow. Customer retention is poor with a traditional “thank you page” and confirmation mail. Users aren’t aware of the added values we provide as a financial coach (Mijn Independer).

The outcome

Part of Independers roadmap: “From product expert to financial coach” Define our User’s Desired Outcomes. A/B test different flows and activation points. Understanding exactly what new users need to do on their very first visit to experience a “wow moment”: the activation point where customers “get it” and fully buy-in to our value proposition.

Design Process

After gathering the user insights we needed. A backlog was prepared with ideas which could contribute to the greater good. We started designing the onboarding and defined all possible scenarios. To understand the added value for the customer at that time, we set up a survey on Usuabilityhub. We started sketching after reviewing the results of the survey and came up with two promising solutions. We tested the solutions remotely through Slack. As a result we built a test from the learnings and applied it to the existing situation in a 50/50% AB test.

The Solution

Introducing a User Onboarding experience and suggest specific actions that guide toward the activation point. Provide only relevant information and simplify the sign-up process.

Onboarding flowchart

Onboarding entry

Onboarding starts with a celebration moment after completing product request. Showing a glimp of the dashboard will trigger the curiosity of the user.

Next steps

Giving the customer the confirmation that everything is arranged.

Activation and signup

Generating initial interest by showing features and products actives users to activate their account.

Dashboard

The dashboard helps you to manage your products. Notification will be shown by changing activities. By displaying other products we persuade customers to look into other financial products.

Roles & Responsibilties

I worked on the project as Lead UI designer and had a big role in creating the UX.

Main area's of responsibility

  • Wire-framing and prototyping
  • Usability testing
  • UI Design
  • Constructing design patterns and usability guidelines
  • Prepare and present rough drafts to internal teams and key stakeholders
  • Providing requirements for the development team
  • Validate en test prior release
  • Usability testing

Next Case

Redesign Independer Weblog

View Case Back to home