NERDWALLET
Re-engaging return users
Enabling users to revisit and complete their personal loan applications at a later time, streamlining the return user experience and boosting form completion rates.
INTRODUCTION
The Analyze flow required users to re-enter info to revisit their results, causing frustration and lowering return user conversion rates. By saving and pre-filling user information, we streamlined the process, enabling users to access updated offers with ease.
MY ROLE
TIMELINE
End-to-end design, UX/UI, user research, usability testing
Q2, 2024 - 4 weeks
PLATFORM
TEAM
1x Product Manager
1x Engineer
Mweb, Desktop
THE OUTCOME
A streamlined and effective return user experience
+29%
Form completion
Jumped from 51% to 80%, an all-time high
+$3.02
Revenue per SMS
From mClicks after competing flow
94%
SMS delivery rate
Users who received a re-engagement SMS
8%
Opt-out rate
Users who declined
re-engagement SMS
BACKGROUND
The Analyze Form Flow
An interactive quiz that matches users with multiple lenders based on their unique financial profiles and needs.
DISCOVERY
Users had to redo the form if they wanted to see their results again.
User Problem
The need to re-enter information resulted in a bad user experience, leading to frustration and damaged trust.
Business Problem
The poor experience caused lower conversion rates, reduced revenue, and fewer leads from returning users.
DEFINING REQUIREMENTS
How might we empower return users to shop at a later time?
Proactive
Measured through SMS delivery and opt-out rates.
Secure
Users must validate their date of birth to view results
Streamlined
Measured via form completion rate and revenue
IDEATION
Exploring pre-fill form experiences
FINAL DESIGN
A streamlined and effective return user experience
SMS Activation
Users opt-in to receiving notification. We proactively message them to inform them of their results.
Security
Edge case: Expired offers
Before
After
Users must validate their date of birth to view results.
Users with active offers can easily verify their DOB to see results. We also designed a process for quickly re-entering information if their results have expired.
Step 1
Step 2
Results
Learnings
📱 Meet consumers where they are
Most users opted in to receiving SMS notifications, making SMS re-engagement highly effective over previous methods like emails.
✅ Invest in long-term relationships
Providing effortless paths to re-engage fosters strong, lasting connections.