Self Select Signup
Details
Worked with company leadership to identify the weaknesses of a sprawling signup flow. This project was centered around user insights, and raised the primary Growth pod metrics as a result.
Role
Impact
Product strategy
Visual design
UX Design
2x Identity Verification (KYC)
50% increase in MTU Conversion
Basic Signup Context
The signup flow at step is complex, and deals with 3 main user types. Solo adults, teens who need adult sponsorship, and adults who are signing up to sponsor a teen. After the user enters their birthday, we split them into different flows.
Organic user signup flows
This is the flow for users of all ages who download step organically or referral from a friend. This flow must segment users by age in order to drive them to the correct method of KYC (identity verification).
Additionally, users are segmented based on the value prop that is most compelling to them. I will highlight interest based segmentation below.
Invited sponsor signup flow
This is the flow of a trusted adult invited by a user who is under 18. This is a vital mechanism, because users under 18 must be sponsored by an adult in order to get a card and start building credit before they are 18.
Invited sponsee signup flow
This is the flow of a user who is under 18, invited to Step by a trusted adult.
Segmentation by age
As mentioned above, the organic user signup flow segments users by age in order to prompt users to enter the personal information that is needed to open a bank.
This step is important, because verifying a user's identity changes depending on their age. If a user is over 18, they can simply fill out a one page KYC sheet to verify their identity. If the user is under 18, the user needs a sponsor to verify their identity on their behalf.
Process Outline
This project, as with every project, thoroughly follows a design process which is centered around user problems. Without a user centered design approach, the potential for innovation is lost completely!
Although this page does not highlight everything in this project's design process, here is an outline of everything we did.
Understand
User Insights
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User trust is LOW upon initial signup per CX feedback, user interviews, user survey data, and App Store reviews.
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Users get confused in signup if a prop they aren't interested in is advertised
Business Goals
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Increase Identity verification conversion (KYC)
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Increase first transaction conversion (MTU)
Ideate
Ideation for this project had high visibility. I conducted a brainstorm session with company leadership that analyzed our current signup flow for weaknesses, and generated a list of ideas that could both solve our user's problems, while also lifting company metrics (KYC and MTU conversion).
Decide
The brainstorm ended with a list of small alterations to a handful of screens in the signup flow and a consensus that the current signup flow feels disjointed and unfocused, which may contribute to user's low trust, and confusion in the signup process.
Goal Statement
To improve KYC and MTU conversion, we will focus on improving user trust, and avoiding confusion in signup by asking a user about their financial goals/interests, and showing that goal though the signup flow.
Prototype
Though there are many ways to achieve this goal, each solution required adding a screen asking users about their primary interest or goal at Step. Other loft mockups were made inserting that interest into the rest of the signup flow.
These are a few examples of the lofi mockups for the interest selector.
These are a few examples of how we can carry a user's interest across the rest of the signup flow.
Test
The basic structure of the signup flow has been running successfully for three years. With minor changes in copy, screen order, imagery A/B tested.
The largest change we made was the addition of the interest survey, which helps us personalize the signup experience to reflect what is important to the new users. In an A/B test, personalization with the interest survey improved conversion of new users verifying their identity by nearly 2x compared to the non personalized signup flow.