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User opinion varied on what would be needed to feel comfortable connecting a bank account, purchasing offsets or creating an account, so we needed a solution that would cater for all.
We moved the account set-up questions out of onboarding and into a 'personalise' section on the homepage of the app. Here, users could find cards they would explore to learn more about the benefits of each feature, including connecting bank accounts and offsetting. Users were free to explore these cards and the whole app before setting up the app in their own time, and in any way they preferred.
Only when users saved their preferences would the app ask if they would like to create an account.
Testing revealed participants were far less likely to drop out, especially during the onboarding flow. Most participants who experienced the original journeys as well as the new prototypes, mentioned the improvement to the relationship to the app and how it was less 'pushy' when asking to input information.