Stepping into the Challenge: Understanding the Problems 🤔
The Initial Battle
Customers did not understand, trust, or see the value of the service, resulting in low activation of critical features. Our hypothesis was that a clear setup flow would build trust and increase perceived value, leading to higher feature activation and customer retention.
"Transforming user perception and feature activation was crucial for
enhancing customer retention."
Diagnosing the Issues: Identifying Key Challenges 🩻
The Initial Battle
Background:
- Allstate Identity Protection, formerly known as InfoArmor, provides privacy and identity protection services.
- Acquired by Allstate in 2018, the service includes employee protection benefits and apps on iOS and the web.
Challenges:
- Customers did not understand, trust, or see the value of the service.
- Many users did not activate critical features, leading to lower protection and retention.
"Addressing low feature activation and trust was essential for customer retention."
INITIAL RESEARCH
In May of 2020 myself and another UX team member conducted interviews with 5 non-customers that matched our ideal customer profile. We tracked the following data points during our interviews.
Task completion
Time on task
SUS score
Qualitative feedback
User paths
User friendliness score
Through research efforts Product and UX teams uncovered the need for a better onboarding and setup flow.
WHAT WE LEARNED
21% of free users had not ever logged into the product
73% of users had not activated any features
68% of individual plan users have not entered SSN
47% of family plans do not have any family members enrolled
37% of family plan users have not entered SSN
SOLUTIONS
Set Up
Set up solution included a quick overview that is easy to read and scannable. Next the stepper helps to guide the new customer through the critical steps.
Starter Pages
These pages provide the new customer with quick reason and explanation of the feature. These performed very well with our customers.
Dashboard
The additional monitoring component was added to help the new customer quickly see what feature was activated and prompt them to add more.
RESULTS
At the time of completion of our work the technical schedule was adjusted. Even though the work has not shipped the resolve to implement this update is as strong as ever.
At the moment (Aug 2020) the feature start pages are wrapping up and will be ready for production in the next few weeks.
With such low user feature activation, it's anticipated by many in product leadership to have a very positive impact.
One of the many lessons learned is about being more organized in our process so that people outside of the product can quickly see and understand the progress of our discovery work.
I've created a miro board template to address this issue. It's not only helpful to those in leadership but for people in and out of the product team. It helps to keep me organized and ready to report at any moment.
Big Win - The team became so much closer during this intense time. We relied on each other and this helped to increase the morale of the entire team. More than once individuals came to me with the same sentiment.