PayPal Cash Card Enrollment
2018
Problem
At PayPal, we were launching PayPal Cash Card to provide customers better access to their funds. However, during the enrollment flow, only 56% of customers who started enrollment had completed the flow. Compare to competitors, this conversion rate was pretty low.
Research
To understand what is making users hard to complete their task, we interviewed different user segments and asked what makes them hestiate or stop during the application process for other financial institutions or products. To build hypothses, we wanted get clarification on these subjects.
Users' perception on Customer Identification Program (DoB and SSN)
How much of information and form fields to fill is digestible
Which information make users confidence and help decision making process
Hypotheses
By auditing user sessions and research, we learned that users get confused by several points.
Interface does not indicate user where they are in application process.
Also, user does not get information about remaining steps.
User is not informed well enough about the bundle they are getting.
After understanding user's problem and defining hypotheses, next step was clear.
SOLUTION
Intro
On the first page of the flow, we added information around the process users will walk through.
Progress bar
On the first page of the flow, we added information around the process users will walk through.
Direct deposit
On the last page of the flow, we also added an informative tile to explain the feature they are getting with PayPal Cash Card.