Designing for Adoption.
The Challenge. Medibank saw significant drop-off rates in users signing up to their app because the system required too many steps for verification.
The Conclusion. Appscore worked with Medibank to design an app which could cut the verification process in half.
- User Acquisition
Medibank was facing a significant drop-off in users signing up to their app.
When they delved into their processes to find out why, they found the sign-up process was too complicated and time-consuming for customers because they could only activate their accounts after having done email, phone, and branch verification.
Medibank approached Appscore to simplify the sign-up process and boost user acquisition.
How We Solved It.
First, we opened a discovery phase to workshop solutions. We ran through the existing process and found a major pain point: complexity throughout the sign-up process.
Users were deeply frustrated by the inefficient process of required verification confirmation outside of the app itself. They also found the 6-step process was too drawn out, making them more likely to abandon the sign-up process entirely.
Once we agreed upon the necessary changes with Medibank, we then turned our focus to user acquisition. We advertised to users who had previously dropped out of the sign-up process and prospective new clients by communicating new app features and the streamlined verification process that would result in easy sign-up for users.
Communicating the benefits.
We worked with Medibank to create new ads targeted to users who dropped out during the signup process. Using an effective mix of physical ads, pay-per-click and email updates to reach our target audience, we observed a marked uptake on downloads and user satisfaction.
Streamlining the process.
By cutting the sign-up process down from 6 steps to 3, we provided users with an entirely in-app solution that used accessible digital tools instead of physical verification.
Designing a self-sustaining app.
From beginning to end, users could now complete the sign-up process directly through the mobile app. Users valued this return to simplicity greatly as the updated app reached number 1 in its category on Google Play and Apple's App Store.
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