PROBLEM
Asurion Photos and its associated client apps, including AT&T Photo Storage and Cricket myPhotoVault, required a low friction profile creation experience that would result in at least 90% of new users completing their profile, while also increasing the number of meaningful actions taken by these users within their first week of app usage.
SOLUTION
To achieve this goal, my team conducted extensive research, brainstorming, and ideation sessions, ultimately leading to the testing of several approaches and the continuous iteration of our strategy to improve key performance indicators.
OUTCOME
As a result of the team's efforts, we saw a steady increase in Asurion Photos sign-up rates over time, with a particularly noteworthy increase in activation rates for Cricket myPhotoVault, which rose from 29.0% to 70.60% in less than a quarter. Additionally, we observed an increase in sign-up and activation rates for AT&T Photo Storage, which rose from 42.6% to 58.32%.
As the activation and growth product team, our primary focus was on user acquisition and facilitating the initial service steps in the user journey. Collaborating with product and engineering, I mapped out the user journey for one of our primary personas, the nearly adopter. Together, we thoroughly examined the journey, identifying and discussing the pain points and opportunities along the way.
Following the user journey discussions, brainstorming and ideation were crucial steps in our efforts to improve onboarding experience for Asurion Photos and its associated client apps. I worked closely with my team to generate hypotheses, explore different design approaches, and create wireframes for testing and iteration.
To enhance the user experience, we replaced outdated illustrations with real imagery in our onboarding. We wanted to connect with our users on a more personal level, so I selected images that were more relatable to them. Instead of using stock photos, I created a photo library of real photos taken by members of our team and selected three images for the first iteration.
While this approach yielded some success, I also recognized the need to improve our copy to better highlight our value propositions. I continued to iterate and improve upon our design approach, ultimately arriving at a solution that effectively communicated our value props and resonated with our users.
Following the launch of our new onboarding flow with updated imagery and copy, I sought user feedback to identify areas for improvement. To gather feedback quickly, I conducted interviews with various Asurion employees from different departments who had not used our app before.
During these interviews, I discovered that some users were confused about app permissions, particularly around notifications, location sharing, and understanding the app's purpose. This feedback provided valuable insights that my team and I used to refine our onboarding flow and address these user concerns.
After gathering insights from user interviews, the team decided to focus on improving our permission screens to address users' confusion and drop-off. Through A/B testing, we experimented with placing the permission requests upfront, but this approach proved to be ineffective as it resulted in even greater drop-off rates. Therefore, we went back to ideating and brainstorming to find a better solution.
The final approach for our onboarding flow involved several key changes based on our user feedback and testing. We improved our onboarding flow by adding sneak peaks of app UI, better explaining our storage benefit, and including a progress bar. I also designed and animated an animation to create a sense of surprise and delight. These changes resulted in a significant increase in sign-up and activation rates especially for our client apps, Cricket myPhotoVault and AT&T Photo Storage.
After implementing our final approach, we saw significant improvements in our onboarding metrics. Our Cricket myPhotoVault sign-up and activation rate increased from 29.0% to 70.60% in less than a quarter, while our AT&T Photo Storage rate increased from 42.6% to 58.32%. Additionally, we saw a 15% increase in the number of users completing the onboarding process and taking a meaningful action within their first 7 days. The new approach with sneak peeks, better explanation of benefits, progress bar, and animation truly resonated with our users and led to higher engagement and retention.
MALLORY MICHAEL
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