Overhauled Ivella’s registration flow to promote several behaviors to improve activation while also adding support for premium subscriptions, resulting in 70% of users converting post-trial and keeping 97% of subscribers for longer than 30 days.
Product Design, Design Research
Context
What's Ivella?
In August 2023, Ivella made the transition from a freemium to a fully paid product for a few reasons:
01
We were preparing to release our third product, Personal Accounts, and needed a new registration flow that did a better job of addressing the nuances of our various products.
02
Transaction interchange fees were our single source of revenue and we needed more sources to help recoup costs before we released Points & Rewards.
03
Having a paid version decreased our CAC payback period & allowed us to create a flywheel for customer acquisition and paid growth
Questionnaire
Some couples would create a Split Account only to switch to a Joint Account and v.v shortly after being approved, meaning 1) uncertainty was preventing activation and 2) we were losing money on costs like reissuing debit cards. The questionnaire recommended the best Ivella product while helping us learn about our couples. Questions focused on relationship & financial habits but could later include family planning, wealth management, etc. as Ivella’s grew.
Improvements
Emojis were added to the different options to increase visual differentiation and scannability.
Redesigned product cards to better highlight the main differences between each product.
Invite Partner
As an integral part of registration, making this experience more playful allowed us to emphasize the couple-y aspect of Ivella while also giving couples a fun break from the more demanding parts of registration.
Improvements
If one partner has already finished signing up for Ivella, they had two options — send their partner a customized text message to start / resume their application or if they’re nearby, scan a QR code to quickly download Ivella.
Added more social proof along with the ability to customize the invitation with a profile picture, nickname, or monogram for your partner to see when they opened Ivella.
Ivella+
While joining Ivella+ was a prerequisite to using Ivella, couples would sign up for our subscription only to cancel as soon as they were approved. We added a survey to the cancellation flow and found:
52% feared being accidentally charged after the trial
27% didn’t think Ivella+ provided enough value
21% thought Ivella+ was too expensive
Improvements
Having a carousel of images allowed people to quickly skip through, missing out on features they might find valuable. We added demos so people could experience Ivella’s features beforehand.
Redesigned our trial screen to include a breakdown of how it worked, more informative & reassuring copy, better information hierarchy, new icons, and improvements to how we used color.
Transparency
On high-friction sections of our registration that asked for personal identifiable information (PII), we wanted to build trust and a sense of security in several ways — 1) explaining why we’re asking for the information, 2) highlighting the value of providing the information, and 3) assuring the user that their information is safe with Ivella.
Improvements
Added “Trust Modals” on screens asking for sensitive personal (i.e SSN, bank accounts) to let couples know how we’ll use the information.
Small details unique like redacting text fields along with a security disclosure right above it all to reflect we value someone’s privacy just as much as they do.