Complete redesign for an online community to follow artists and live shows, upload media, and connect with other music fans.
Designed for FeeX.com
CASE STUDY
Redesiging onboarding and mobile to increase engagement
THE PROBLEM
In order to use the platform, users had to connect their bank accounts to FeeX, but many users didn't feel comfortable inputting their bank credentials on the FeeX website.
THE SOLUTION
1. Lengthen the onboarding process to make
users feel more invested in the site
2. Incentivize connecting an account
3. Offer a manual option to increase trust
4. Create a mobile campaign that offers value
before connecting an account
THE RESULT
1. Lengthening Onboarding
ORIGINAL DESIGN
The first version of the onboarding process consisted of 2 screens—choose your financial institution and input your credentials. Users who wanted to give the platform a try were wary on connecting their financial institutions to a startup they probably just read about.
NEW DESIGN
The new design added 3 extra steps before we asked users to input their credentials—input your age, tell us what kind of account you are connecting, and choose whether to connect automatically or manually. By the time users arrived at the screen to input their credentials, they felt invested in the process and curious to know how all that information would inform on the results.
2. Incentivize the process
While the original design simply instructed users to connect their accounts to get their analysis, the new design teased the end results—new ways to save money.
3. Offer a manual option
THE PROPOSAL
The original design allowed users to automatically connect their retirement accounts to FeeX using their credentials, and the platform supported 96% of financial institutions. That ease however was unsettling for a lot of users, especially since FeeX was not a known brand. For the redesign, we offered a manual option as well—presenting visually an an option equal to that of the automatic option.
THE RESULT
During user testing, as well as recordings of live user visits, we saw users click on "connect automatically", become wary of inputting their credentials, and go back to enter manually. Entering your information manually was a long and tedious form to fill out, and most users went back and connected automatically to proceed. Offering users a manual option seemed to increase trust that FeeX did not prefer an automatic connection and was not "pushing" it in any way.
4. Mobile campaign
Part of the issue with the FeeX process was that there was a large upfront cost to the user—long onboarding, connecting their financial institution, inputting personal information—all before they received any value. We planned for a simple mobile campaign that gave users a snap judgement on their company 401k, and then asked them to input their own data in order to get a more personalized report. It answered a very simple question, and in doing so, gave users some value, and hopefully a hook, to complete the longer process.
