Retention: Welcome Back Experience

Context
This Welcome Back experiment tests how we can best support members returning from time away by welcoming them back, highlighting Chime areas of value, and making it easy for them to take important actions to reactivate their account (eg. updating their profile, setting up direct deposit). We have launched 4 previous iterations of this experience in H1 2022, and are continuing to build on successes and areas of opportunity in this version.

Problems

• Churned DDers show interest in Chime, but often are not willing/able to fully resurrect. Although 70% of inactive churned DDers will open the app after becoming inactive, only 43% will transact. 19% will resurrect to current DD within 90 days of becoming inactive

• Churned DDers often need some account correction to get back on Chime. This is friction both from UX and from incorrect information. 23% of resurrectors take corrective action on their accounts,13% update account info, 11% contact member services, 1% order new card.

Hypothesis
Making it easy and fun for members to take steps to reactivate their accounts will increase the resurrection of direct deposits, active transacting, and other engagement measures.

Results
M0 Active Resurrection: Variant A: -3%, Variant B: -2.9%
M0 DD Resurrection: Variant A: +9.5%, Variant B: +3.7%
M1 Active Resurrection: Variant A: +2.4%, Variant B: -.3%
M1 DD Resurrection: Variant A: +3%, Variant B: +2.7%
Variant A had a +6% lift on month 0 app open ~ 1.5x more likely to Active Resurrect. We GAed Variant A.

Exploration 1

Exploration 2

Variant A: One Screen at a Time

I explored multiple designs and landed on these two variants. Variant A is our standard one screen at a time flow.

Variant B: Tasks upfront

This idea was to let members be in control of which task they wanted to do first, more like a horizontal checklist. This ended up underperforming compared to Variant A in terms of task completion.

Conclusion: Variant A performed better and is GAed to all Chime resurrectors.