Identity monitoring set-up flow
Explore new ways for paid Experian members to add their info to identity monitoring to help them get the most out of their identity protection benefits.
A little background: To take full advantage of their identity protection benefits, users must interact with a set-up flow or a drawer to add info they want Experian to monitor and protect. My product team asked me and a UX designer to explore ways to consolidate the two into one cohesive experience to boost the current 18% completion rate.
Reviewing the old experience
When a user visits the identity protection page, we display a pop-up modal prompting them to set up their identity protection.
-
Multiple research studies tell us that people are quick to close pop-ups they didn't trigger. Is there a better strategy?
-
Since this is only one of several identity protection benefits, should we be more specific than "setting up your identity protection?"
-
The CTA doesn't tell the user what to expect and sounds like 2 verbs.
"Start setup" triggers this 8-screen flow. It's worth noting that bank accounts are the last screen.
-
Experian already has the user's email and phone number, so we monitor those automatically. There's no clear indication that's why an email address is already displayed and there's no way to edit it or skip that step.
-
The order is random, with sensitive info like credit cards and bank accounts toward the end. Considering the low completion rate, it might make sense to prioritize those.
-
Eight screens are a lot, and we never let the user know how far along in the process they are.
And finally, the drawer. If a user skips the set-up flow or bails early, they can pick up where they left off or add info here.
There's very little consistency between the set-up flow and the drawer. The language and order are different and we introduce new info, like social media and SSN.
First things first, remove the pop-up
Together with a UX designer, we decided to make a few changes to the identity protection page to encourage users to add their info.
I wrote this banner that displays at the top of the page, leading with the benefit of adding info.
This has always been on the identity protection page, but it used to read "monitored items," which always bugged me. I suggested "identity monitoring" since it speaks more to the benefit, and we use it elsewhere, so it's familiar. I also added an "Add info" CTA to help set proper expectations.
We added a CTA above the identity alerts, since this is where the user sees any alerts tied to the info the add.
A simpler, more consistent and better-organized experience
When a user interacts with one of the new CTAs, we take them to the new and improved identity monitoring page instead of the set-up flow or the drawer.
Headline: Lets the user know where they are and uses the same language as the placements that got them here.
Subheading: What Experian does with the info and what to expect.
Banner: Clear instructions, value prop and why some of the info is already filled in.
Clearly labeled tabs for easy navigation between sections.
Ability to edit prefilled info with a link taking the user to their account info.
Educational info in close proximity to the fields (this was something from the old version we wanted to keep).
Additional copy letting the user know we'll take them out of the experience to connect their social media accounts and new "Connect" CTAs to replace the radio buttons from the drawer.
Add counts and social media connections went waaaay up
We saw a significant increase in activity at 50% exposure and now the new experience is 100% live in production.
Before totals are set-up flow and drawer combined.
Interestingly enough, bank accounts increased the most. Now that more people are adding their bank account info (and other info in general), it's a good sign that they're getting more out of their identity protection benefits.
Ready to see more of my work?