Initial situation
This work has been done on Bittiq, an app for personal finance. The app eventually ranked top #3 in the Google Play Store.
The app helps users manage their personal finance by creating a connection to their bank account. However, a few weeks after the launch the activation of new app users was low (15%). This was also due to the fact that new users had to connect their bank account, an action that requires a lot of trust.
The goal of this project was to increase the activation of new app users from the baseline of 15%.
Problem & Research
We first mapped the user journey and tracked the conversion of each step. From the data we saw that a lot of people downloaded the app because they were attracted by its value, but many were turned off by the fact they had to connect their bank account to it.
What data didn’t tell was how to help users overcome this and communicate value. So we started qualitative research.
Findings
What we found out from the interviews is that the communication of the features value was good. However, users needed confirmation on the “trust” side. We also discovered that some users didn’t know how to connect their bank and they stopped in the middle of the process.
Solution
We then decided to introduce two changes:
- Add trust elements to the onboarding.
- Add a “mock account” with dummy data. This way new users could check the value of the app before sharing their data.
- Provide a tutorial so that new users could familiarize with the app before committing to share their banking data.
Result
+366% activation
The activation of new users jumped from 15% to 55%.
What You can take away
Key data
- Fintech
- App
Activities
- A/B testing
- User interviews
- Information architecture
- Mockups
- Visual design