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Namika Varma-Chang

Digital Enrolment Optimization

From pilot study to full blown redesign. This project increased conversion rates and program growth over the course of 3 years. {2019-2021}

My Role

  • Stakeholder Management
  • Strategy
  • User/technical flows
  • Wireframes
  • Player-coach

Tools

  • Figma
  • Zeplin
  • Sketch
  • Jira
  • Confluence
  • Tableau

The Impact

Increased Conversion Rates

13% increase in conversion rates resulting in significant program growth.

Improved Customer Retention

Market research found that users in the onboarding phase of the lifecycle were more likely to remain in the program.

Customer Data Improved

The removal of a significant number of duplicate accounts helped us verify more emails for greater customer contactability

Culture of experimentation

This project fostered a culture of experimentation and continuous optimization in the organization.

The Problem

Analytics revealed that there was an opportunity to increase conversion rates for digital enrolments, this was validated by an in-store pilot study conducted at Metro grocery stores. Then in 2020, the landscape of shopping in-store changed forever and we realized that if we didn't change with it, we would be left behind.

Faced a cumbersome enrolment process that led to high drop-off rates, we needed to optimize the enrolment flow in order to propel program growth.

Final Solutions

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The Pilot Study

Our legacy enrolment was a 5-step process that Collected ALL the data we ”needed” upfront. It was not mobile responsive. We hypothesized that introducing a 1-step experiment could address drop off.

This pilot project was a great success and improved conversion rates considerably during the 1-month pilot period. We now had the green light to redesign the enrolment experience.

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Business requirements

Discovery was a combined effort of gathering business requirements, user research and technical requirements

Group 59

Key Research

Journey Map

6 User interviews conducted with UXR:

  • Key emotion: Optimistic
  • Maybe enrolling while in-store
  • Speed to enrol is key
  • Main pain point highlighted: There was no natural next step for the new customer
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Key Research

Competitive Review

Findings from 25+ competitors investigated:

  • Optimize the user flow to increase conversion rates via quick account creation
  • Remove the friction to make data entry as painless and quick as possible (touch friendly, provide context, error handling)
  • Think beyond usability to enhance the experience (persuasion, personality, trust)
  • Nudge users to continue the journey once registration is complete (immediate engagement, communicate benefits, welcome email)
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Technical Requirements

Detailed mapping of all API touch points and backend processes

Email deployment

Collector Data storage

Customer Care processes

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Ideation

Cross-collaborative brainstorms (Crazy 8’s and design jams) with business stakeholders, product and engineers and ideation evaluation (Effort matrix and Thinking hats)

Frame 4504

Usability Testing

Usability testing was conducted by UXR with 5 users and  designs were iterated upon in accordance with feedback

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Lessons Learned

Innovation can be a slow process, be future thinking while not designing too far ahead of the curve

Innovation looks different depending on organizational maturity

Be relentless about continuous optimization and it will eventually pay off

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