Frictionless acquisition
result: double digit increase in adiClub sign up
How do you get 500 million members?
I listened to: MEAU (trying to quickly learn Dutch)
I ate: ham kaas paninis
Tools
Figma, MIRO, usertesting.com
Methods
Workshop facilitation, research, stakeholder management
Why do you need a password?
The frictionless acquisition topic came about when our team was challenged to grow our loyalty program to 500 million members. We questioned everything about account creation.
Hypothesis
In providing prospects with the most frictionless acquisition form, we can acquire new members quickly and convert them into registered (authorised) members when it makes the most sense for them, ie: a light member may customise their shopping experience locally, but in order to save their information for later, will need to create a password (or magic link etc).
Approach
Define what we can provide users as members without registration to get a clear idea of possibilities.
Define what member benefits and basic account information needs to be behind a registration security wall to get a clear idea of restraints.
Outline different member journeys for those who have signed up with just email and when they will be prompted for registration.
FOGG Behaviour
I set up research to determine key motivators for account creation, where we need friction and where we can reduce friction with the following objectives:
Why do people enter a password or when do they use social login? (not most important)
What is the user’s understanding of data stored locally or within a server?
What digital/ecomm trends are coming up around acquisition topics? Also authentication methods for the future: is there anything in the pipeline
Why is the current dotcom situation set up as such: password protected account, etc?
What feels like the most secure sign up? When do people feel that their account is safe? What makes it feel safe? When do people feel their data is okay?
What version is most fictionless: code vs passive emails v etc etc? If a user become a member, what is the most frictionless, what is a moment where they feel “this is annoying”?
