Personal privacy scan onboarding
Crating concise and friendly language to help free Experian members understand how personal privacy scan works and encourage them to start their free scan.
What is personal privacy scan? All free Experian members get a one-time scan of select people finder sites for their info. After their scan, members can view the results and decide whether to upgrade to a paid membership for help removing their info.
Why did we do this? I had been doing other work for Experian's identity protection domain and noticed a carousel that looked outdated and, well, not good. I reached out to my product partner and let her know I had some ideas to improve it. She helped prioritize it and gave me the green light.
Reviewing the old experience
I looked for content I could remove and what I thought we should keep and improve on.
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We repeat a lot of the same info on multiple screens.
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The content isn't scannable and looks overly complex.
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We mention upgrading before the user has even completed their first scan.
Is there any research I can use?
I reached out to one of our UX researchers for any insights I could use to inform my writing.
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Users generally understand what people finder sites are and the risks of having their info exposed.
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Some people have been dismissive of the benefits of personal privacy scan in the past, saying it's just "phone book information."
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We have multiple studies where people have been turned off by overly pushy upgrade language and feel like they're being sold something.
Content, take the wheel
The designer I collaborated with on this project let me take the lead when deciding how many screens we needed, and he would design around the content.
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I crafted a narrative, focusing on the 3 main parts of personal privacy scan—the scan, the results and next steps.
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I included "past addresses" and "family members" to the info Experian looks for to add value.
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I took the "you can do it yourself, or we can help" approach for the next steps screen instead of pushing an upgrade.
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Even though I couldn't control the legal copy on the final screen, I took the opportunity to write a more conversational headline and encourage action.
Other elements of the experience
We also needed new copy for what comes before and after the caoursel.
Before (triggers carousel or scan)
Headline is the "what," the body is the "how" and both emphasize the value prop.
After (above results)
It makes more sense to mention recurring scans and lean into upgrading now.
The results were a pleasant surprise
What started as me seeing something that was outdated and could use some love ended up increasing engagement by 60% and conversions by 40%. My product and design partners shared our success with a wider audience via Slack, and I was happy to celebrate a content-led win.
Ready to see more of my work?