Design progress

Evaluate the previous version

After checking the previous version, here are two things I first looked at to see what I can improve:

• Onboarding funnel

• Feedbacks from Customer support team

As you can see the final CR is around 12% and mostly dropped at authorization step. Combine with the feedbacks we collected here are some issues that I found:

• Too many text in the intro screen

• A lot of user didn't know what to input from their card

• Many invalid cards were submitted

• Terms and conditions were not clear

  
  

Improvement

After defining the problems, I made some updates for the onboarding flow. As for the Intro screen, the main mission is to grab attention ASAP. So I tried to make it lean and focus only important things.

Measurement

After the improvement, the new onboarding version was rolled out for 1 month (Oct 2021). The CR in Authorization actually increased, from 38.77% to 56.66%. And yes there was less feedback about user don't know what to input. But seems like the successful rate is still quite low, even lower than the previous version about ~2%. That's why we decided to make one more improvement.

Define problems… Again

Like previous time, I analyze the onboarding flow again and combine with feedbacks. This time we also had a small survey conducted by Techcombank. Which actually gave us very interesting insights.

So here are the main issues we discovered:

• People actually missed the "VISA" part, which led to invalid card

• The card shown on screen still not clear enough

• Many people forget how their card looks like

• In the Authorization screen, people actually entered the the sample digits in the guide image.

• I also followed up with Marketing team to redesign the program's values.

Improvement… Again

This time I created a CJM to have a better overview of the onboarding flow. Then I can base on that to come up with solution.

FinalDesign_final_real_03.fig