2021
web&app
banking
growth
sumup
ab testing
Making account activation engaging
Making account activation engaging
Making account activation engaging
Making account activation engaging
Making account activation engaging
Making account activation engaging
Turning a low-activation funnel into a growth opportunity with flexible onboarding, smart nudges, and celebration moments.
Turning a low-activation funnel into a growth opportunity with flexible onboarding, smart nudges, and celebration moments.
Turning a low-activation funnel into a growth opportunity with flexible onboarding, smart nudges, and celebration moments.
Turning a low-activation funnel into a growth opportunity with flexible onboarding, smart nudges, and celebration moments.
Turning a low-activation funnel into a growth opportunity with flexible onboarding, smart nudges, and celebration moments.
Turning a low-activation funnel into a growth opportunity with flexible onboarding, smart nudges, and celebration moments.
product
SumUp Business Account
SumUp Business Account
More than a business bank account.
Get everything business owner need to effortlessly spend, save and manage their money—all in one place.
More than a business bank account.
Get everything business owner need to effortlessly spend, save and manage their money—all in one place.
user problem
Account setup is complicated
Account setup is complicated
New business account users struggled with setup, especially configuring two-factor authentication, leading to payment errors and frustration.
New business account users struggled with setup, especially configuring two-factor authentication, leading to payment errors and frustration.
business problem
Low product adoption
Low product adoption
We saw low card activation rates and weak adoption from Bank First merchants. Many signed up but never got to the value.
We saw low card activation rates and weak adoption from Bank First merchants. Many signed up but never got to the value.
solution
Modular activation
Modular activation
By allowing merchants to explore the business account space and giving them control over the activation process, we encourage more of them to complete it.
By allowing merchants to explore the business account space and giving them control over the activation process, we encourage more of them to complete it.
solution
Card activation
Card activation
The visual progress of a task motivates merchants to complete the activation process.
The visual progress of a task motivates merchants to complete the activation process.
solution
Celebration with the clap
Celebration with the clap
Encouraging a touch more emotional response to celebrate the completion of activation.
Encouraging a touch more emotional response to celebrate the completion of activation.
solution
Next best action to "Aha" moment
Next best action to "Aha" moment
After activating the Business Account with Modular activation, the majority of merchants are unaware of what they can do with their Business Account. They may not have experienced the "Aha!" moment and haven't tried all of the features that the Business Account can offer. So there is solution to nudge them to try use the product.
After activating the Business Account with Modular activation, the majority of merchants are unaware of what they can do with their Business Account. They may not have experienced the "Aha!" moment and haven't tried all of the features that the Business Account can offer. So there is solution to nudge them to try use the product.
outcome
Card activation and first transaction rates increase
Card activation and first transaction rates increase
Boosted prepaid card activation by 27% and improved Google and Apple Pay usage.
Boosted prepaid card activation by 27% and improved Google and Apple Pay usage.
+27%
Card activation for new users
+11%
1st bank transaction rate
+27%
Card activation for new users
+11%
1st bank transaction rate
Approach
Approach
Iterative improvements
I managed the entire product design process including stakeholder management and usability testing.
Rapid prototyping
Usability testing
Usability testing
AB testing
Iterative design
Restrictions
Restrictions
Design system
To implement new changes quickly, we had to limit ourselves to designing system components. However, we planed to offer new components in subsequent iterations.
Previous iteration
Previous iteration
Before implementing the current solution, we had a mandatory activation process that included screens that could not be skipped. However, after gathering data, we found out that the previous solution was not helpful for merchants and did not increase the rate of first transactions or card activations.
Before implementing the current solution, we had a mandatory activation process that included screens that could not be skipped. However, after gathering data, we found out that the previous solution was not helpful for merchants and did not increase the rate of first transactions or card activations.
Loyalty card effect
Loyalty card effect
Using the concept of coffee stamp card, as getting users to understand that their journey already has started might increase the engagement in the product.
Using the concept of coffee stamp card, as getting users to understand that their journey already has started might increase the engagement in the product.
Usability testing
Usability testing
After running unmoderated usability testing with Maze, we were able to refine and reduce the mandatory steps required to activate a business account.
After running unmoderated usability testing with Maze, we were able to refine and reduce the mandatory steps required to activate a business account.
Grill session
Grill session
During the regular meeting, growth teams presented their ideas on how to increase the adoption of the banking product. The goal was to have these solutions challenged by other participants in a constructive manner.
During the regular meeting, growth teams presented their ideas on how to increase the adoption of the banking product. The goal was to have these solutions challenged by other participants in a constructive manner.
Next Iteration of NBA with card reader bundle offering
Next Iteration of NBA with card reader bundle offering
Implement a more complex, yet engaging strategy to improve user engagement and offer lower fees.
Implement a more complex, yet engaging strategy to improve user engagement and offer lower fees.
Next step: Roll out to Brazil
Next step: Roll out to Brazil
As this project was successful in Europe, we agreed to meet with the banking team in Brazil to bring the learnings and concept to grow Brazilian SumUp bank adoption as well.
As this project was successful in Europe, we agreed to meet with the banking team in Brazil to bring the learnings and concept to grow Brazilian SumUp bank adoption as well.
Learnings
Learnings
learning
Everything can be simplified
Everything can be simplified
Even if stakeholders say otherwise.
Even if stakeholders say otherwise.
learning
Existing components speed up development and unify user experience
Existing components speed up development and unify user experience
By utilizing pre-existing components developed by other SumUp product teams, we were able to simplify development and provide familiar patterns for our users.
By utilizing pre-existing components developed by other SumUp product teams, we were able to simplify development and provide familiar patterns for our users.
learning
Experimentation will benefit not only your team
Experimentation will benefit not only your team
Firebase for mobile apps not only allowed our team to run experiments but also enabled all product teams to run AB tests on mobile for the first time.
Firebase for mobile apps not only allowed our team to run experiments but also enabled all product teams to run AB tests on mobile for the first time.
