bunq, means to provide a mobile banking experience unlike any other. I worked as a Digital UX creative / growth hacker. I worked end-to-end, from concept to execution – doing the user research, problem identification, solution designing, prototyping and execution, and solution testing.
bunq is a complex mobile banking app with many different features and components. To create new features we worked in releases, releasing an update every few months. In between this, we'd follow build-measure-learn cycle sprints - optimising products, sub-products and features.
One of the key solutions was the onboarding experience. In 2018, bunq was at a crucial growth stage, focused primarily on growth, marketing, retention rather than building new innovative features. My role was to identity user problems and find solutions connected to our business KPIs.
The sign-up flow is a user's first impression, and it's important to convey the idea of the product from the earliest stages. Because we were running a lot of differentiated advertising campaigns, onboarding needed to work for every story. We start by keeping the message easygoing and friendly - as we wanted our users to feel like they could trust us and were joining something special.
Before starting, I created an information architecture of our story network for each campaign. This alongside a customer journey map allowed me to concept a smooth user flow, considering all touchpoints - ad, web, store, app.
User flows were integral when designing the signup flow for both business and personal users. This exercise allowed me to consider user requirements and discuss wireframes with developers. I coordinated with the product owner, iOS and Android developers to define the user stories and align on technical requirements.
After understanding the specifications, the next step was design. The flow needed to include all the key features needed to onboard a user successfully and create a conversation with users. My role as a designer was focused on the interaction part of the flow for personal users.
We had a few 'kick-starter screens' that were a set of screens designed to boost post-signup activity. Allowing users to order their cards immediately not only improved onboarding signup rates - but also post-signup activity in the app. This worked extremely well alongside our many card advertisements on channels like Snapchat and Instagram Stories, as users wanted the credit card asap.
bunq's eight-week retention rate was considered 'elite' within the scope of financial products. However, within the scope of our revenue model, it was a major concern.
Users originating from organic sources held sufficient retention levels, whereas those coming from our marketing spend did not. After designing the onboarding flow, my goal was to optimize and improve retention for new users.
We were primarily a quantitative data focused company, mostly partaking in qualitative studies for feature and capability building. I used Mixpanel and Adjust to identify and segment different user groups - working with marketing and data scientists to analyse our audiences.
I was able to view user actions (Onfido complete, personal data entered, top-up complete, onboarding in approval, signup complete etc.) This allowed me to identify drop-off points and build accurate user journey maps.
One example, was how users dropped-off on a screen following a post-signup confirmation. Users had a list of options for a 'first step' into the app. This screen had a ~54% drop-off, and a further 36% of those users would not open the app again.
I measurewhether simplifying the welcome screen to a 'top-up' only option would improve retention.
Why? Users who had topped up their account and selected the third option were the most likely to continue using the app, as they had both a card and money on their account.
Hypothesis: Users who top up their account after signing up will have higher retention rates and open the app more frequently than users who did not top-up their account.
The onboarding flow was much more appealing and better suited for our new brand style. We were able to adapt the story network and IA quite rapidly due to the flexibility of our design system.
Signup completions were increased by 16% with low standard deviation for all user groups. Free trials increased by 56% post update. Overall, the new flow helped us go from 5k paying users to 60k paying users in 4 months (Premium and Business). The churn rate was reduced by 8% as a result of onboarding and product optimisations in the app.