DD Last Mile Help: Sub-$200 Test
Getting members to finish setting up a qualifying direct deposit.
Role:
Product design, UX, UI, visual design, strategy, content
Team:
Product Designer
Product Manager
Lifecycle Marketing Manager
Engineering
Analytics
Problem:
We currently don't communicate with members who deposit less than $200 that they aren't able to receive the Chime benefits. We want to clear up their confusion on why they aren't receiving the benefits and make it easier for them to update the dollar amount. This experience is for members who DDed less than $200 in the past manually.
Context:
A third of our DDs are below the $200 minimum amount to unlock Chime’s features. While some members may not be able to deposit the $200 minimum, we want to capture those who can by reminding and nudging them to increase their DD amount if they can.
Results:
Existing members: +3% increase in 30D DD conversion rate
Hypothesis:
We can grow the wallet share of low-amount DDers by increasing the transparency of our product and encouraging these members to increase their deposit amount if/when they can so that they can take advantage of what Chime has to offer them.
Control Experience
The DD banners that say “set up direct deposit'“ still surface to members who have set up DD but under $200s.
Variant Experience:
We have two entry points the first one is push notification after getting paid. We want to set the context with the members of how much they got paid and to let them to know if they deposit $200 or more next paycheck they get all of Chime's features. We automatically have "all of my paycheck" tapped since we want to encourage them to deposit all of their paycheck if they are able to. If they tap on specific amount we pre-fill to $200s.
We also updated our DD banners CTA to “Increase direct deposit” and routed them to the amount screen.
This experiment was successful and is live to members who deposited under $200s.