AppFirst Enrollments
Getting members into the app quickly
Team:
Product Designer
Product Manager
Lifecycle Marketing
Engineering
Content Designer
Marketing Designer
Analytics
Context:
Chime is an app first experience. For members to truly reap all the benefits we have to offer, they have to use the Chime app. However, we set incorrect platform expectations right from the start for prospective members. 80% prospective members start enrolling on web before downloading the app. Our competitors do this differently, they set the correct platform expectations right from enrollment.
Members perceive apps to be more trustworthy than websites, yet 80% of members begin enrollment on web compared to 20% on app.
App is more secure: It’s much harder for attacks to happen on app vs. web
Longer-term: Unlock a Chime experience that is not tied to a Checking account only
Familiarity: Most of our competitors have app-first experience
Day 30 DD conversion rates are 10% higher on app than web
Going app-first helps us maximize the potential from SMS as a marketing channel
Phone verification is a mandatory step on the app. (i.e., easier to weed out bad actors on the app)
My role:
Product strategy
UX UI design
Systems thinking
Experiment design
Hypotheses:
Getting members to download the app sooner and setting the right platform expectation will increase conversion and engagement
Members who download the app have higher intent
App enrollment rates are 2x web enrollment rates
Deliberately shifting traffic from web to app could lead to drop offs—but would be offset by higher enrollment rates on app
Success metrics:
Increase 30D DD conversion
Number of members finish onboarding
Early engagement (30D spend attach volume)
First login rate
Enrollment rate
App download rate
Disclaimer: Our company went through a rebrand during this time so designs may look different
Control Experience
Concepts
Landing Page to App
Members who download the app have higher intent. App enrollment rates are 2x web enrollment rates. Deliberately shifting traffic from web to app could lead to drop offs—but would be offset by higher enrollment rates on app. We believe that this approach will help filter out low-intent members and enhance intent of those who eventually enroll.
As we drove more people to the app we saw an opportunity to improve the welcome screen. This is the first screen members see when they download the app and we wanted to make it more engaging and educational.
Welcome Experience
V1
For first test we decided to test 3 concepts on one page and explore interaction patterns as a v2 for a cleaner test. We wanted to learn which concept will help drive enrollments and conversion. The 3 concepts were Chime’s best features leading with our top value props, social proof, and fast sign up. We received positive results overall, and GAed variant A.
V 2
Variant A performed the best, so I expanded the designs for it to be more engaging.
Disclaimer: We were going through a rebrand at this time.
+~1.8% enrollment rate and +~4% direct deposit conversion. This is live for all users.
AppFirst Light Enrollment
The last test we launched was this light enrollment UX. We start by asking members for minimal info to create a light account for them. We can ask for their contact info earlier so we can interact with them through SMS and email. Then we’ll ask for the rest of their PII sensitive info after they download the app when they are ready to sign up and commit to Chime.
Future Opportunities
We are making major changes on how the enrollment flow operates and taking the first step to changing the architecture and making it more flexible. We currently have one enrollment flow for everyone even if they come to Chime for different reasons. Chime has an expanding product suite - credit, debit, early pay, SpotMe - but not a good way to understand what members want and have them set up with the right product. Chime needs an enrollment experience that caters to evolving and diverging member needs, and puts them on a path that minimizes time to value which is what AppFirst is starting to do.
