Customer Onboarding research

Problem

Having only been around for about a year, our Teens app product team found that they weren’t having as high as expected onboarding numbers shortly after releasing their new onboarding and KYC flows. So they asked me to conduct some research to find the cause and also get a general idea of what our Teens app families think of the app.

Research Goals

1. To understand the biggest points of friction in:
   1. Parents onboarding to Teens/Next
   2. The KYC flow
   3. Teens onboarding or not onboarding onto the product
2. How they use the app in their day-to-day lives
3. What they love and hate about Spriggy Teens/Next
4. Overall feedback on the Teens/Next app including improvement suggestions

Action

1. Established the research goals with the team
2. Familiarised myself with the Teens product and conducted heuristic analysis of the onboarding flows both the parent and teenager go through
3. Dug into some prior research to gain extra insights
4. Wrote up user scenarios
5. Wrote up a Research Plan including assumptions and hypotheses to validate each one
6. Recruited 8 families for 1-on-1 user interviews.
7. Conducted the customer interviews on Google Hangouts due to most of my participants living interstate.
8. Sorted post-it notes of all the findings into an Affinity Diagram on a whiteboard
9. Compiled a detailed Synthesis document in Miro (see screenshot below)

Findings

Our biggest finding

Teens weren’t interested in engaging with the app, for no reason other than they just use their card. They casually shout to mum/dad to check their balance or move money, because as teens are, they couldn’t be bothered getting off of TikTok to check their balance themselves, they seem to need to conserve their energy for who knows what… ha!

Our most surprising insight

BSB and account numbers are “old fashioned”. The teenagers I interviewed mostly had no idea what it was, they just wanted something like PayID to pay their friends easily and instantly. In fact, they begged for it!

What we were right about

Teenagers want as much maturity as possible. The design of the Pocket Money app (from age 6-17)

Results

The Teens product team then took my findings and went on to:

1. Start building the peer-to-peer payments feature where kids can now pay their friends (this feature is currently in beta testing)
2. Simplify their KYC process for parents to get them through the flow quicker
3. Rebrand the Teens app into a version called SPRK. The main difference is this version includes a striking design with more vivid colours in app and on the prepaid card (this is also currently under testing)