Customer research & need-finding

We started out a need-finding exercise looking at customer satisfaction through the full experience funnel. We quickly identified two opportunity areas.

Onboarding was providing some friction to new customers and hedging which was a market differentiating area had no key differentiators vs. competitors.

Prototyping & User testing

The new user experience that we devised for a new onboarding flow was very different from the incumbent solution. Moving from a two-step form to a whopping 14-20 step form.

To derisk the delivery we carried out extensive A/B user testing before building to asses SUS scores and get feedback.

Iterative build

Finally, over a period of several weeks, we iteratively delivered the new experience. Closely monitoring the results with fortnightly cohorts.

While this was a new approach to operational metrics, the management team quickly appreciated the change as we saw marked improvements in both conversion and most importantly retention.