Digital Enrolment Optimization
From pilot study to full blown redesign. This project increased conversion rates and program growth over the course of 3 years. {2019-2021}
My Role
Stakeholder Management
Strategy
User/technical flows
Wireframes
Player-coach
Tools
The Impact
Increased Conversion Rates
13% increase in conversion rates resulting in significant program growth.
Improved Customer Retention
Market research found that users in the onboarding phase of the lifecycle were more likely to remain in the program.
Customer Data Improved
The removal of a significant number of duplicate accounts helped us verify more emails for greater customer contactability
Culture of experimentation
This project fostered a culture of experimentation and continuous optimization in the organization.
The Problem
Analytics revealed that there was an opportunity to increase conversion rates for digital enrolments, this was validated by an in-store pilot study conducted at Metro grocery stores. Then in 2020, the landscape of shopping in-store changed forever and we realized that if we didn't change with it, we would be left behind.
Faced a cumbersome enrolment process that led to high drop-off rates, we needed to optimize the enrolment flow in order to propel program growth.
Final Solutions
The Pilot Study
Our legacy enrolment was a 5-step process that Collected ALL the data we ”needed” upfront. It was not mobile responsive. We hypothesized that introducing a 1-step experiment could address drop off.
This pilot project was a great success and improved conversion rates considerably during the 1-month pilot period. We now had the green light to redesign the enrolment experience.
Business requirements
Discovery was a combined effort of gathering business requirements, user research and technical requirements
Key Research
Journey Map
6 User interviews conducted with UXR:
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Key emotion: Optimistic
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Maybe enrolling while in-store
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Speed to enrol is key
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Main pain point highlighted: There was no natural next step for the new customer
Key Research
Competitive Review
Findings from 25+ competitors investigated:
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Optimize the user flow to increase conversion rates via quick account creation
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Remove the friction to make data entry as painless and quick as possible (touch friendly, provide context, error handling)
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Think beyond usability to enhance the experience (persuasion, personality, trust)
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Nudge users to continue the journey once registration is complete (immediate engagement, communicate benefits, welcome email)
Technical Requirements
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Detailed mapping of all API touch points and backend processes
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Email deployment
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Collector Data storage
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Customer Care processes
Ideation
Cross-collaborative brainstorms (Crazy 8’s and design jams) with business stakeholders, product and engineers and ideation evaluation (Effort matrix and Thinking hats)
Usability Testing
Usability testing was conducted by UXR with 5 users and
designs were iterated upon in accordance with feedback
Lessons Learned
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Innovation can be a slow process, be future thinking while not designing too far ahead of the curve
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Innovation looks different depending on organizational maturity
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Be relentless about continuous optimization and it will eventually pay off