CBR_re-engagement_campaign.png

SOS Recarga app
UX optimizations 

Juvo app solutions offer micro-loan to pre-paid mobile customers when they are short on data or minutes.  Those users can borrow small amounts of money, which allows them to stay connected for longer periods of time. It also gives the unbanked a financial identity and the ability to build up credit over time. 

Role / 

UI/ UX Design​er

Company / 

Juvo

Timeline / 

May - Aug 2020

Background

Claro Brazil is a full services communications provider operating in Brazil, with 30M prepaid subscribers.

From our funnel analysis, we know that there is a 50% drop-off of users between registration and taking a loan. We analyze our events data in Google Analytics to better understand how users are interacting with the app. Based on these insights, hypothesize reasons why they might be dropping off before ever taking a loan.

Large drop-off between products and checkout screens. Why?

  • Not the right time​

  • Not the right products

    • Are price/fees too high?

    • Loan amounts they want are locked?

Based on the data, I worked on a series of UX app improvements:

1. Header Enrichment loading

2. Reduce steps from opening to checkout (SMS campaign)
3. Reduce steps from opening to checkout (Rich push message campaign)

4. Loyalty-based re-engagement program

Header enrichment loading

Problem

The current Header Enrichment takes approximately 5 seconds to load and an average time of 1.6 seconds to complete the user authentication. 
Sometimes it can take up to 16 seconds for the Header Enrichment to complete, which results in frustration and drop-off from the user.

Objective
Optimize the user experience and the current app latency.

 

Proposal
The solution proposed is to authenticate the user in the background (do a silent login) and only notify the user when the authentication fails we don’t block the user with a loading screen. The industry standard recommends a loading time of 3 seconds or less.

Old Flow

Loading page

Homepage

If the header enrichment failed, the user have the option of manually login

User sees this loading page until the header enrichment complete

New Proposed Flow

New User Flow

Returning User Flow

Edge Cases - User closes the pop up dialog - Authentication Failed

Edge Cases - User closes the pop up dialog - Authentication takes longer than expected 

Edge Cases - User closes the pop up dialog - Authentication succeed

Edge Cases - User choose a loan they're not eligible to - Authentication complete after checkout page

Edge Cases - User choose a loan they're not eligible to - Authentication happen in the product page

Flow overview

Other flow propositions 

Reduce steps from opening to checkout

Objective
Enhance user experience and engagement by reducing steps from opening to check-out using contextual SMS messages campaign.

Old flow - new user that’s doesn’t have the app installed

New flow - new user

Old flow - returning user

New flow - returning user

UserJourney_SMS-Product_UXFlow_edited.jp

Edge case: User tapped the close button on the modal 

Reduce steps from opening to checkout

Objective
Enhance user experience and engagement by reducing steps from opening to check-out using contextual rich push messages campaign.

User flow

Drive loyalty-based re-engagement 

 

Challenge

  • Avg. 22k users uninstall the app every month: low app retention rate → lower repeat usage

  • Over 45% of users that register to the app do not complete loan requests within the same month
     

Beginner Users: 

Installed and opened the app at least once

Over 63% of total registered users

  • 69% of them have not to take a credit ever (No Borrower)

  • 18% took a loan in the past and paid late

  • 13% have an open credit 

  • May have the app installed or uninstalled
     

Users that uninstalled the app is not able to receive push message results to friction for every attempt of engagement.

To promote sustainable growth, we need to increase retention rate and reduce churn, to drive up the number of 30-day active users (active users: a unique individual with the app installed in at least one device and that opened it at least 1 time in the preceding 30 days).


We also experience confusion with customers who expect that higher levels provide access to higher loans, when in fact our lending policy does not align with our reward mechanics.

 


Objective

We want to move our value proposition from emergency loans to enabling users to “stay connected and access more benefits”. For these purposes, we propose: 

  • Augmenting our gamification mechanics to enable the creation of a loyalty plan with:

  • Existing game mechanics reward to customers: give points and pass levels to customers when they purchase services/packages and repay a loan on time.

  • Transforming points accumulated and levels in added value for JuvoUP’s users by enabling the usage of those access to discounts and special promotion eligibility among others.

  • Campaign mechanics to promote engagement and spend in JuvoUP to enable customers to get access to the aforementioned discounts and promotions.

Proposal

Campaign active for 2 weeks using Campaign Services capabilities and rewarding existing users that move from Beginner to Bronze.

 

  • Users at beginner level are ˜70% of user base 
    Rewards will be : 

    • data packages

    • discounts on package purchase 
       

  • Rewards will be allocated by Claro based on the award type.

    • Juvo will provide a list of data packages winners by end of each day during the campaign period

    • Claro will enable a new SKU for a promotional package
       

  • UI Impact:

    • New program introduction screen 

    • Program conditions screen

    • In-app communication definition

  • Additional Considerations:

    • If the user received notifications from other campaigns recently. 

    • Existing messages adapted to emphasize benefits first, and action second.

    • In-app communication to be leverage for action focus.

Success metric

  • 15-day retention (% of customers that installed the app and after 15 days are still active)

  • 30-day retention (% of customers that installed the app and after 30 days are still active)

  • Churn Rate

Process

I collaborated with the PM who brief me and provided the re-engagement pilot strategy, priorities, and constraints for the project.

Before starting designing the onboarding screens and user-flow. I looked at, our on the field user research report. I also read the user's reviews of the app on Google Play. I classified the reviews by themes and what feedbacks was coming out the most.

This is what I heard:

Many users thought our points were redeemable for items.

  • Some thought they could be redeemed for free packages (data, SMS)

  • Some thought it connected to the existing Claro reward program system

“What can I get for these points? I would use this app more often if the rewards were better than other apps.”

“I think I can receive points after topping up on Claro’s second app and combine them with the points in Claro’s first app.”


“Like Mercado Pago app, every day we top-up then we can redeem gift rewards.”

Many users were confused by the reward program rules

  • Some thought they could unlock higher loan by collecting points

  • Some was wondering about the level up system and benefits 
     

"Confused. I'm enjoying the app but I want to be able to get more than R$7.00. How many points do I need to upgrade to R$20.00"

"This app was all well and good until it started taxing with the payback. Also how much points do you need to get the star completed? Feel like forever and a day!"

"A good app, however, I think it needs to include more rewards for the customer who pay back on time other than being able to borrow more money. Also what's up with the extra fees? I think it draws people away from your app."

I mapped out the overall reward user experience journey, it helps to keep in mind the users' needs.

I also looked at inspiration and how other apps communicate their rewards program. I made some visuals and UI design exploration and iteration.

I then worked on the user-flow and user in-app experience. 

User experience journey

Google Play customer feedbacks

Onboarding UI design

User flow

© 2020 by Melissa Issorat.