Prioritizing My Choice CTAs on ID Confirmation Page
The Onboarding stakeholders requested the team to run a test that'll improve customer experience for users who enrolled User ID enrollement to enroll in My Choice for Home and My Choice for Business by providing the content and prioritizing the CTAs to better inform the users for their decisions.
Agency
Publicis Sapient
Duration
1 year (2021-2022)
My role
UI/UX Designer
Team
2 Designers
Design Problems and Variations
The main issue with the control design was that we did not provide enough information about the various benefits that customers receive by enrolling in My Choice or My Choice for Business. The control displayed two primary CTAs that said "Add My Choice" and "Add My Choice for Business," implying unclear messaging that leads to assumptions that a customer might be able to add both, whereas the user with a regular UPS ID would only choose one: as an individual or a business.
As the new design system's components for application pages were still in development at the same time as our experiment, I communicated with the UPS design systems team to align and implement the new design language for this application page's scenario.
I was able to create three variations while keeping the new design system's style in mind. Variation 1 is the simplest, with a brief instructional header and a single CTA to enroll. Variation 2 is a V1's variant that with contextual messages for My Choice benefits. And variation 3 provides more detailed messaging while separating them into two pathways.
Audience: Guest users on desktop and mobile who successfully completed User ID enrollment in United States. Total visits were 20K.
KPI: My Choice (MC4H) & My Choice for Business (MC4B) enrollment rates.
Diagnostic Measures: MC4H & MC4B CTA clicks.
Hypothesis: If the existing CTAs to enroll in MC4H & MC4B are designed to be prioritized on the ID Confirmation page, the number of two sign ups in the same visit will increase.
Testing Duration
From August 19, 2021 to September 09, 2021
Devices
Desktop and Mobile Web
Insights from the test
All three variations outperformed the control design and resulted in a significant increase in enrollment rates. However, V2 with radio tiles and descriptions won with a 688% increase in My Choice for Home signups and a 458% increase in My Choice for Business signups.
Learnings from the winner design
With the highest lift % on MC for Home, we learned that customers are more comfortable signing up for My Choice when the benefits of having a My Choice account are explained to them.
Because V1 and V2 had higher signup lift %, the team decided to run another iteration of the test with both variations as part of the winner validation.