Overview
Brief
Identity Theft Protection is an add-on feature available to Discover customers for $15 per month. The goal of this research was to identify pain points within the current experience to solve for and ultimately increase the number of successful enrollments. At the time of the brief, there was a 90% drop off rate from the initial information/enrollment screen to the terms and conditions page.
My role
As lead UX researcher I wrote the research plan and discussion guide. I coordinated with and managed the third party vendor/moderator. I analyzed the research data and synthesized it into tangible insights. Finally I presented the complete research readout to both the internal team and the clients.
I was then asked to come up with concrete solutions to the issues found in testing by designing wireframes for the enrollment process.
The team
Project Manager, Account Lead, Client Product Owner and Stakeholder, UI team, content and copywriter
Timeline
December 2022 research
January 2023 design wireframes
Research
Our UX team suspected the issue to be more than just one of usability and decided to facilitate moderated user interviews for this research with the intention of capturing and assessing more nebulous issues. We specifically looked to evaluate engagement, comprehension, usability and usefulness of the current enrollment flow.
High Level Findings
From this research, we were able to identify areas of focus and determine way to optimization the enrollment experience. Although participants found the experience easy to follow with minimal steps, we concluded that a lack of clarity was the common theme and driving factor in enrollment abandonment.
Informational Gap: Although users trust the company, they still had questions and concerns that were not satisfied by the information provided
Perceived Personal Value: users were unable to interpret the benefits/usefulness of the product in relation to their own lives
Indistinct Product Value: users were unclear about the added value of ITP over free services already offered by their existing bank or credit card companies
Transaction Confirmation: users wanted a clearer picture of the next steps
Next Steps
After client processed the readout, I was asked to design wireframes to address the pain points found in testing. Once approved, those wireframes were moved into the design phase.