Working as consultant means you see al lot of good things done badly. One of the things I have seen done wrong more often than not is having a solid strategy to attract, onboard and retain your average user.
Developed as an internal project for Adaptive Lab, Customer Activation was our answer to all the common mistakes we saw around.
Each designer in the team had the responsibility of designing the end to end flow of activating a customer for a specific sector. I chose a financial service.
To solve this problem we envisioned a framework in which we could show what good customer activation process is. Drawing from our experience and knowledge in the area of designing customer facing products and services, we set to:
Map the steps through which a customer has to go through to becomes a user.
Map all of the different features and UX element that make those steps
Design end to end flows to show the best practices for each sector we picked
The first step was to set a framework from which we can evaluate what it means to successfully activate a customer. We built our framework around three key steps, aquisition, activation and retention.
Having a strategy for each of these point would mean you successfully activated your customer.
We then set ourselves a success metric that would tell if a customer has been successfully activated. This ensured that for each sector we picked we had a target that would shape our journey from start to activation.
A customer is activated when he activates automatic sync on their app / desktop.
A customer is activated when he has setup a payment information in their account.
A customer is activated when when he has transfered money on the account and payed or moved money on two separate occasions.
A customer is activated when he has set up automatic notifications for a fare on a destination.
A customer is activated when he has renewed a subscription at least once.
We created a fictional bank and gave it a witty name, ABNK.
Being a fairly small bank we thought that a good starting point would be to find the right audience and offer them something they can’t refuse.
The customer segment for our fictional bank is people that need to be able open an account quickly (e.g. expats) and who think digital first.
I designed a landing page that would show what a good acquisition strategy for ABNK would look like.
The landing page is your first contact with a potential user. At a glance a customer should be able to understand who you are, what it is that are you offering and what makes you different than other competitors.
With ABNK's landing page we answered these question with each section, clearly stating our offering first and showing what makes us the go to choice for our customers.
Next is activating your customer and the best way to do that is by going through the two stages of enticing and onboarding them.
A good activation practice is to give something valuable to the customer as they go by your signup process. If you are an e-commerce site, give them a free discount and if you’re ABNK give them a way to spend money asap.
Doing so will give them a reason to use the app straightway.
It’s a win win.
No one likes filling forms, especially so on mobile. With ABNK we designed the signup to be the fastest signup possible in order to have the user in the app fast.
You got them in, now it’s time to make sure they keep using your service.
Being an app that works on customer data, ABNK has nothing to show to a new user. We wanted to use that empty space to onboard people and prompt the user to do what the bank wants them to do, in this case top up the card.
We also thought that was a good moment to give a tone of voice to the app. With the use of illustration and a bit of quirkiness we made the app discovery delightful and fun.
Retention is all about making sure the customer keeps on engaging with your service regularly. Wether the user comes back or not be there for them.
A retention strategy changes drastically depending on the service offered. In our case it turned out to be a personal message suggesting they check out a feature they didn’t activate or reminding them that ABNK doesn’t charge fees on exchange.