Redesigning onboarding to boost payment activation
Redesigning onboarding to boost payment activation
Redesigning onboarding to boost payment activation
Overview
Overview
Overview
StoreCash is a mobile app that enables users to earn cash back at 300+ retailers across 200,000+ locations.
A strategic onboarding redesign increased payment connection rates, driving a 15.2% relative lift in eligible subscriptions, while preserving user trust and short-term activation.
StoreCash is a mobile app that enables users to earn cash back at 300+ retailers across 200,000+ locations.
A strategic onboarding redesign increased payment connection rates, driving a 15.2% relative lift in eligible subscriptions, while preserving user trust and short-term activation.
StoreCash is a mobile app that enables users to earn cash back at 300+ retailers across 200,000+ locations.
A strategic onboarding redesign increased payment connection rates, driving a 15.2% relative lift in eligible subscriptions, while preserving user trust and short-term activation.
My role + Timeline
My role + Timeline
My role + Timeline
Product design,
Visual design,
Research,
Strategy
Product design,
Visual design,
Research,
Strategy
Product design,
Visual design,
Research,
Strategy
4 months
4 months
4 months
Context
Context
Context
The existing onboarding guided users through registration, profile setup, and permission grants before entering the app. Users were prompted to connect their payment card only when making their first purchase. A 7-day free trial was offered, after which a subscription fee could be charged—but only if a payment method had been connected.
The existing onboarding guided users through registration, profile setup, and permission grants before entering the app. Users were prompted to connect their payment card only when making their first purchase. A 7-day free trial was offered, after which a subscription fee could be charged—but only if a payment method had been connected.
The existing onboarding guided users through registration, profile setup, and permission grants before entering the app. Users were prompted to connect their payment card only when making their first purchase. A 7-day free trial was offered, after which a subscription fee could be charged—but only if a payment method had been connected.
Problem
Problem
Problem
Many new users completed registration but failed to connect a payment card during the free trial period, resulting in two critical issues.
Many new users completed registration but failed to connect a payment card during the free trial period, resulting in two critical issues.
Many new users completed registration but failed to connect a payment card during the free trial period, resulting in two critical issues.
Business ISSUE
Business ISSUE
StoreCash was unable to fully maximize subscription revenue due to low payment connection rates.
StoreCash was unable to fully maximize subscription revenue due to low payment connection rates.
StoreCash was unable to fully maximize subscription revenue due to low payment connection rates.
User ISSUE
Because users weren’t purchase-ready, they missed out on substantial cashback opportunities.
Because users weren’t purchase-ready, they missed out on substantial cashback opportunities.
Because users weren’t purchase-ready, they missed out on substantial cashback opportunities.
Research + Key takeaways
Research + Key takeaways
Research + Key takeaways
After auditing the initial onboarding flows and conducting a deep funnel analysis, the data revealed that
After auditing the initial onboarding flows and conducting a deep funnel analysis, the data revealed that
After auditing the initial onboarding flows and conducting a deep funnel analysis, the data revealed that
“93% of users who converted to paid subscribers had connected their payment method within 24 hours of signing up.”
“93% of users who converted to paid subscribers had connected their payment method within 24 hours of signing up.”
“93% of users who converted to paid subscribers had connected their payment method within 24 hours of signing up.”
Based on these findings, we decided to redesign the onboarding flow to include payment card connection, paired with a time-sensitive bonus reward.
Based on these findings, we decided to redesign the onboarding flow to include payment card connection, paired with a time-sensitive bonus reward.
Based on these findings, we decided to redesign the onboarding flow to include payment card connection, paired with a time-sensitive bonus reward.
POTENTIAL PITFALLS
POTENTIAL PITFALLS
Users might be hesitant to connect their payment method during onboarding due to:
Users might be hesitant to connect their payment method during onboarding due to:
Users might be hesitant to connect their payment method during onboarding due to:
— Lack of familiarity with the product.
— Lack of familiarity with the product.
— Lack of familiarity with the product.
— Unclear value proposition.
— Unclear value proposition.
— Unclear value proposition.
— Security and privacy concerns.
— Security and privacy concerns.
— Security and privacy concerns.
— Early-stage exploration; not yet ready to make a purchase.
— Early-stage exploration; not yet ready to make a purchase.
— Early-stage exploration; not yet ready to make a purchase.
Opportunities
Opportunities
Identifying strategic opportunities to resolve these key barriers:
Identifying strategic opportunities to resolve these key barriers:
Identifying strategic opportunities to resolve these key barriers:
— Build trust and confidence by clearly demonstrating product value before prompting users to connect a payment method.
— Build trust and confidence by clearly demonstrating product value before prompting users to connect a payment method.
— Build trust and confidence by clearly demonstrating product value before prompting users to connect a payment method.
— Reinforce data security through transparent messaging and visible trust signals.
— Reinforce data security through transparent messaging and visible trust signals.
— Reinforce data security through transparent messaging and visible trust signals.
— Leveraging an existing incentive of $20 signup bonus (awarded after payment connection and a first order) and shortening the qualification window from 7 days to 24 hours to encourage immediate action.
— Leveraging an existing incentive of $20 signup bonus (awarded after payment connection and a first order) and shortening the qualification window from 7 days to 24 hours to encourage immediate action.
— Leveraging an existing incentive of $20 signup bonus (awarded after payment connection and a first order) and shortening the qualification window from 7 days to 24 hours to encourage immediate action.
Goals
Goals
Goals
Underlying goal
Underlying goal
Encourage users to connect a payment method during onboarding.
Encourage users to connect a payment method during onboarding.
Encourage users to connect a payment method during onboarding.
Actionable goals
Actionable goals
1.
1.
1.
Confusion >>> Clarity
Confusion >>> Clarity
Confusion >>> Clarity
Clearly articulate the value of StoreCash and show users how they benefit from using the product.
Clearly articulate the value of StoreCash and show users how they benefit from using the product.
Clearly articulate the value of StoreCash and show users how they benefit from using the product.
2.
2.
2.
Unsafe >>> Secure
Unsafe >>> Secure
Unsafe >>> Secure
Build trust by reinforcing that users’ payment information is protected, secure, and never stored directly.
Build trust by reinforcing that users’ payment information is protected, secure, and never stored directly.
Build trust by reinforcing that users’ payment information is protected, secure, and never stored directly.
3.
3.
3.
Procrastinating >>> Action
Procrastinating >>> Action
Procrastinating >>> Action
Incentivize users with a shorter time-bound offer to drive immediate action.
Incentivize users with a shorter time-bound offer to drive immediate action.
Incentivize users with a shorter time-bound offer to drive immediate action.
Design
Design
Design
Based on our findings, we mapped an updated onboarding flow that incorporated payment connection.
Based on our findings, we mapped an updated onboarding flow that incorporated payment connection.
Based on our findings, we mapped an updated onboarding flow that incorporated payment connection.
USER JOURNEY
USER JOURNEY
I advanced the solution through iterative wireframing, validating key concepts before elevating them into high-fidelity designs.
I advanced the solution through iterative wireframing, validating key concepts before elevating them into high-fidelity designs.
I advanced the solution through iterative wireframing, validating key concepts before elevating them into high-fidelity designs.
WIREFRAMES
WIREFRAMES
PRODUCTION-READY DESIGNS
PRODUCTION-READY DESIGNS
LAUnch + results
LAUnch + results
— We observed a 4% uplift in payment connection rates after introducing payment connection during onboarding.
— We observed a 4% uplift in payment connection rates after introducing payment connection during onboarding.
— We observed a 4% uplift in payment connection rates after introducing payment connection during onboarding.
— However, 68% of users who initiated the payment connection flow dropped off before completing it, revealing a critical drop-off point and opportunity for further optimization.
— However, 68% of users who initiated the payment connection flow dropped off before completing it, revealing a critical drop-off point and opportunity for further optimization.
— However, 68% of users who initiated the payment connection flow dropped off before completing it, revealing a critical drop-off point and opportunity for further optimization.
“It felt like a chore.”
“It felt like a chore.”
“It felt like a chore.”
Design iteration
Design iteration
Design iteration
Based on the data and user feedback, I redesigned the payment-connect experience to make it more intuitive, interactive, and frictionless.
User testing also revealed that many users overlooked the "Scan a Card" feature in the original design. In the revised iteration, I surfaced this option more prominently and presented it as a clear choice, empowering users to select their preferred method of connecting a payment card.
Finally, we restructured the signup bonus incentive. Instead of rewarding the full bonus only after completing multiple steps, we introduced milestone-based rewards, granting immediate partial bonuses as each step was completed. This reinforced progress, reduced drop-off, and created momentum toward full activation.
Based on the data and user feedback, I redesigned the payment-connect experience to make it more intuitive, interactive, and frictionless.
User testing also revealed that many users overlooked the "Scan a Card" feature in the original design. In the revised iteration, I surfaced this option more prominently and presented it as a clear choice, empowering users to select their preferred method of connecting a payment card.
Finally, we restructured the signup bonus incentive. Instead of rewarding the full bonus only after completing multiple steps, we introduced milestone-based rewards, granting immediate partial bonuses as each step was completed. This reinforced progress, reduced drop-off, and created momentum toward full activation.
Based on the data and user feedback, I redesigned the payment-connect experience to make it more intuitive, interactive, and frictionless.
User testing also revealed that many users overlooked the "Scan a Card" feature in the original design. In the revised iteration, I surfaced this option more prominently and presented it as a clear choice, empowering users to select their preferred method of connecting a payment card.
Finally, we restructured the signup bonus incentive. Instead of rewarding the full bonus only after completing multiple steps, we introduced milestone-based rewards, granting immediate partial bonuses as each step was completed. This reinforced progress, reduced drop-off, and created momentum toward full activation.
UPDATED PRODUCTION-READY DESIGNS
UPDATED PRODUCTION-READY DESIGNS
Updated progress bar, banner and button copy
Updated progress bar, banner and button copy
Updated progress bar, banner and button copy
'Scan Card' brought to the forefront and
highlighted
'Scan Card' brought to the forefront and highlighted
'Scan Card' brought to the forefront and
highlighted
Card input redesigned to focus on one field at a time
Card input redesigned to focus on one field at a time
Card input redesigned to focus on one field at a time
Billing address autofill with live suggestions
Billing address autofill with live suggestions
Billing address autofill with live suggestions
Review and edit card and address details
Review and edit card and address details
Review and edit card and address details
Updated success copy to show milestone-based rewards
Updated success copy to show milestone-based rewards
Updated success copy to show milestone-based rewards
PROTOTYPE
PROTOTYPE
Impact
Impact
15.2%
15.2%
15.2%
relative uplift in
payment-connections
relative uplift in
payment-connections
relative uplift in
payment-connections
12%
12%
12%
revenue
growth
revenue
growth
revenue
growth
3X
3X
3X
increase in
MAU
increase in
MAU
increase in
MAU
Reflections
Reflections
Reflections
The initial proposal of updated the payment-connect experience received pushback from the team, who were concerned that this enhancement might lengthen an already complex onboarding flow. To address this, I developed an interactive prototype to demonstrate how the revised flow would feel in practice. After reviewing the prototype, stakeholders aligned on the new direction and agreed it significantly elevated the overall experience without adding meaningful friction.
The primary tradeoff of the onboarding redesign was an increase in overall onboarding drop-off. While fewer users completed the full flow, those who did were significantly more likely to convert into paid subscribers. After evaluating the data, we aligned on this direction, accepting a reduction in top-of-funnel volume in exchange for stronger downstream subscription performance and revenue impact.
The initial proposal of updated the payment-connect experience received pushback from the team, who were concerned that this enhancement might lengthen an already complex onboarding flow. To address this, I developed an interactive prototype to demonstrate how the revised flow would feel in practice. After reviewing the prototype, stakeholders aligned on the new direction and agreed it significantly elevated the overall experience without adding meaningful friction.
The primary tradeoff of the onboarding redesign was an increase in overall onboarding drop-off. While fewer users completed the full flow, those who did were significantly more likely to convert into paid subscribers. After evaluating the data, we aligned on this direction, accepting a reduction in top-of-funnel volume in exchange for stronger downstream subscription performance and revenue impact.
The initial proposal of updated the payment-connect experience received pushback from the team, who were concerned that this enhancement might lengthen an already complex onboarding flow. To address this, I developed an interactive prototype to demonstrate how the revised flow would feel in practice. After reviewing the prototype, stakeholders aligned on the new direction and agreed it significantly elevated the overall experience without adding meaningful friction.
The primary tradeoff of the onboarding redesign was an increase in overall onboarding drop-off. While fewer users completed the full flow, those who did were significantly more likely to convert into paid subscribers. After evaluating the data, we aligned on this direction, accepting a reduction in top-of-funnel volume in exchange for stronger downstream subscription performance and revenue impact.