Onboarding

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Company

Tabcorp operates within a highly regulated industry, requiring compliance with legal, risk and regulated standards and a focus on customer protection. Our goal was to enhance the onboarding process to boost user satisfaction, reduce churn rates, and foster long-term loyalty.

Team

1 Service Designer, 1 Product Owner, 1 UX Designer 

My role

I spearheaded the service design initiative for the onboarding process of TAB's betting app, collaborating closely with the Product Owner and UX Designer.

Project Duration

The 8-week approach leveraged elements from across Design Thinking, LEAN and Agile. All working collaboratively towards delivering a holistic view of the onboarding journey.

Project Scope

The constraints involved strict industry regulations and the need to align with legislative standards while ensuring a seamless user experience. Key stakeholders engaged include: 

  • Product Owner 
  • UX Designer 
  • User Research
  • Compliance & Legal 
  • Risk 
  • Regulators 
  • Customer Support Team 
  • Marketing 
  • Third-party ID verification service provider
  • Insights Team 
  • Data Analytics 
Problem Statement

In today's competitive digital landscape, an exceptional onboarding experience is crucial for the success of any app. Our company identified significant friction points in the onboarding process of our leading betting app, resulting in high user abandonment rates and a complex identity verification process.

Goals
  1. Design a seamless and engaging onboarding process.
  2. Improve the identity verification (IDV) rate.
  3. Reduce the abandonment rate during sign-up.
  4. Align the onboarding process with industry standards and legislative requirements.
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RESEARCH

Understanding the Problem

I gathered and explored 19+ existing documents, artefacts and VOC insight overviews. Synthesising themes and bringing key insights to life, below is a highlight of some of the strategic documents that helped shape the onboarding customer journey map. 

DATA

Examined quantitative data to uncover trends, user behaviours, and common challenges faced during onboarding. 

Leveraged insights to ensure our design solutions were informed, targeted, and effective in enhancing the overall onboarding experience. 

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CAMPAIGNS

Understand the effectiveness of different messaging strategies, user touchpoints, and engagement tactics.

Aligned onboarding design with successful campaign elements and addressed gaps or inconsistencies.  We aimed to create a cohesive and compelling user journey from initial contact through successful integration into the app. 

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SYSTEMS & PROCESSES

Gained a comprehensive understanding of the current onboarding workflow, and dependencies. 

Identified pain points, inefficiencies, and user frustrations, providing critical insights into areas needing improvement. 

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VOC INSIGHTS
  • Validated existing customer pain points and opportunities.
  • Shaped the size of the customer and business problem.
  • Humanised the experience in the ideation workshop.
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JOURNEY MAPPING

Capturing Insights in a Single Journey

The customer journey map details the customer experience from initial awareness, through the onboarding process and beyond.

This visual representation helped us identify crucial touchpoints, emotions, and potential obstacles customers encounter. By understanding these elements, we were able to design targeted interventions and enhancements that ensure a smooth, satisfying, and engaging journey for new users.

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User Flow Analysis

Following the customer journey mapping, I conducted an in-depth analysis of user flows to gain a granular understanding of specific interactions within the onboarding process.

By charting each step a user takes, from signing up to exploring key features, we identified areas of friction, drop-off points, and opportunities for streamlining. It also enabled us to articulate the connection between design decisions and business objectives clearly. 

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KEY INSIGHTS

Understanding the Problem and Opportunity Areas

Our investigation revealed vital insights into the current customer experience, uncovering significant friction points, customer problems and areas for enhancement. These key findings illuminate the path forward, providing a foundation for strategies that will elevate the app onboarding experience.

Friction Points

  • The digital sign-up abandon rate is at 24%.

  • The Account Creation form requires customers to manually input their information, which is time-consuming and prone to errors (e.g., using nicknames instead of legal names).

  • Currently, 33% of customers fail to verify their identity with TAB, meaning their details don't match customer verification databases. This leads to lengthy and manual processes with a high level of effort required from the customer.

  • To correct details, customers are asked to mail certified ID documents to TAB or visit a TAB venue.

  • TAB has implemented customer verification rulesets that go above the legislated standards detailed as “Safe Harbour”, requiring more information than our competitors to verify a customer's identity. 

  • TAB has the lowest pass rates in the industry (66%), with the industry’s highest verification rates sitting around the 90th percentile. 

Customer Problems
  • Customers are consistently deterred by the lengthy and time-consuming account creation form, leading to high abandonment rates.
  • The lack of relevance in the account creation questions contributes to frustration and frequently leads to customers leaving the process incomplete.
  • Customers who have created a TAB account are frustrated by a difficult verification process which causes a poor onboarding experience, account limitations and the resolution to bet with a competitor instead.
  • Customers who have failed verification are unsure why they have failed which leads them to be frustrated and confused and will go to a competitor with an easier onboarding experience. 
Identified opportunities
  1. Customers take a photo of their Govt ID, this photo is then used by Tabcorp to pre-fill the Account Creation Form for the customer
  2. Customers can send in a photo of their Govt ID, they no longer have to send in certified ID documents or go into a retail venue 
  3. Customers create a TAB Account using their already registered and verified PayPal account profile
  4. Review TAB's current IDV rulesets, and potential to align with Safe Harbour standards
  5. Accept photos of Government ID rather than Manual Entry

IDEATE

Opportunity #1: Government ID Photo Capture

Customers can take a photo of their government-issued ID. TAB will then use this photo to automatically fill in the Account Creation Form for the customer. This means that customers no longer need to send in certified ID documents or visit a retail venue.

Target Audience
  • Customers creating a TAB Account
  • Customers who are unable to verify their identity
Customer Pain Points
  • Account Creation is a time-consuming & high-effort process
  • The Account Creation form contains 18 manual questions (6 more than our competitors)
  • Customers don’t understand the relevance of all the questions
  • Customers entering information different to their Government ID 
  • Long and difficult processes for the customer to correct errors
  • High IDV fail rates
Business Benefits
  • Increase the accuracy of customer information (KYC) and customer verification 
  • Reduce IDV fail rate, currently 33%
  • $193 Avg net revenue per customer 
  • $6.7M increased revenue for customers who IDV 
  • $10M increased revenue for customers who IDV and place a first bet
  • Reduction in cost to service IDV calls, currently $500k 
  • Reduction in manual IDV forms processed by the CSC admin team 
Customer Benefits
  • Faster access to betting by speeding up the IDV process
  • Reduce barriers to entry
  • Reduces manual entry of customer information captured in ID
  • Reduces customer error and input of incorrect customer details 
  • Reduces customer effort & the need to certify documents, currently a long and manual process that drives customers to our competitors
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IDEATE

Opportunity #2: Register via PayPal

Customers create a TAB Account using their already registered and verified PayPal account profile. This service is currently available to customers at Ladbrokes, Neds and The Lott.

Target Audience
  • Customers who have a verified PayPal account
  • Customers who want to speed up the account creation process
Customer Pain Points
  • 24% digital drop-off rate, mostly at the Password, License Number and Account PIN fields
  • Reduce the amount of manual entry on Account Creation 
  • The Account Creation form contains 18 manual questions (6 more than our competitors)
  • Customers entering information that does not match their Government ID 
Business Benefits
  • Fewer clicks and reduced friction translate into higher signups and conversions
  • Accuracy of customer information (KYC) leads to a higher customer verification rate, currently 66%
  • Reduce digital drop-off rate, currently 24%
  • $193 Avg net revenue per customer 
  • $6.7M increased revenue for customers who IDV 
  • $10M increased revenue for customers who IDV and place a first bet
  • Reduction in cost to service IDV calls, currently $500k 
  • Reduction of manual IDV forms processed by the CSC admin team 
Customer Benefits
  • Faster access to betting, by speeding up the IDV process
  • Reduces barriers to entry
  • Reduces manual entry of customer information captured in ID
  • Reduces customer error and input of incorrect customer details 
  • Reduces customer effort & the need to certify documents, currently a long and manual process that pushes customers to competitors
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IDEATE

Opportnunity #3: Accepting Medicare & Passport at Registration

Allow customers to provide alternative Government ID such as Medicare or Passport during Account Creation as opposed to just a Driver's License, to increase the options available to customers to verify their identity.

Target Audience

New customers who create an account with TAB but don’t have a driver's license or aren’t enrolled to vote (AER)

  • Younger demographic (18-24)
  • International customers (New Zealand)
Customer Pain Points
  • 33% of customers are unable to verify their identity despite providing accurate information 
  • 64% of customers aged between 18 and 24 have failed the IDV process.
  • Customers without a DL will not be able to verify their accounts at the registration phase. Green ID will not perform a second check until additional documents such as Medicare and Passport are submitted.
  • This is a manual process that lengthens the IDV process and requires the assistance of the Customer Service Centre (not a fully digitised process). 
Business Benefits
  • IDV customers faster
  • $6.7M increased revenue for customers who IDV 
  • $10M increased revenue for customers who IDV and place a first bet
  • Reduction in cost to service IDV calls, currently $500k
Customer Benefits
  • Increase IDV success rates at the registration phase, for customers who would have otherwise passed with Medicare and Passport details
  • Speeds up the IDV process for these customers and removes the need to contact the CSC

IDEATE

Opportunity #4: Safe Harbour Ruleset Change

Our objective is to align our ID Verification ruleset with Safe Harbour standards, which are the established government guidelines.

By doing so, we will match the compliance levels of our competitors, including Sportsbet, Ladbrokes, and Neds, ensuring we meet industry benchmarks and regulatory requirements while achieving market parity. 

Target Audience
  • Customers creating a TAB Account
  • Customers who are unable to verify their identity
Customer Pain Points
  • TAB has the lowest pass rates in the industry (66%), compared to approx. 90% top verification rates
  • Meeting & exceeding customer expectations by giving TAB a competitive edge. TAB makes it harder for customers to verify and they know it.
  • 33% of customers are unable to verify their identity despite providing accurate information 
  • 64% of customers aged between 18 and 24 have failed IDV because they don’t have the required documents
  • Verifying customers who may have out-of-date home addresses
Business Benefits

Safe Harbour ruleset is expected to bring potential benefits of:

  • 7% increased IDV rate 
  • $6.7M increased revenue for customers who IDV 
  • $10M increased revenue for customers who IDV and place a first bet
  • $175k decreased cost for Green ID, Veda, DVS
  • Reduction in cost to service IDV calls, currently $500k
Customer Benefits
  • Make it easier for customers to IDV, while still meeting government requirements for KYC.
  • Faster access to full account services, including withdrawals. 
  • Reduction in frozen accounts due to IDV fails.

 

VALIDATE

Understanding how these initiatives can function in the wagering industry 

To maximise these opportunities, I worked closely with the Product Manager and focused on the following:

  • Ensuring alignment with legislation
  • Ensuring alignment with industry competitors
  • Thoroughly analyzing potential risks
  • Conducting high-level risk assessments
  • Evaluating impacts on internal policies
  • Exploring new technologies

RESULTS

Safe Harbour Ruleset
The objective of this initiative was to align our ID verification rule sets with Safe Harbour standards to level the playing field with our competitors.
Performance Summary
  • IDV increase: 5%
  • Net revenue increase: $4.5 million (post-generosity)
  • OPEX reduction: $175k from GBG costs over 12 months
Project Outcomes
  • Simplified identity verification process for customers
  • Significant improvement in customer onboarding
  • Streamlined key processes, leading to more active customer engagement
  • Reduced business risk, enhancing competitiveness and customer protection controls
ID Scan

The objective of this initiative was to streamline the account creation and ID verification process by utilizing customers' driver's licenses to pre-fill the account creation form.


Performance Summary

Since September 13th, the IDV rate for customers who completed the scan flow stands at 91%, in contrast to the 81% rate for customers who completed the signup using the manual flow.

Scan Flow:

  • Visitors initiated: 3,522
  • Signups completed: 2,386 (68%)
  • Customer numbers identified in Redshift: 1,341
  • IDV completion: 1,216 (91%)

Manual Flow:

  • Visitors initiated: 2,564
  • Signups completed: 1,037 (40%)
  • Customer numbers identified in Redshift: 683
  • IDV completion: 554 (81%)
Project Outcomes
  • Higher IDV rate for scan flow (91%) compared to manual flow (81%)
  • Improved account creation and verification process
  • Increased customer satisfaction and efficiency in onboarding
Credit header Segment changes via GreenID

The Objective of this initiative was to enhance the ID verification process by introducing modifications to the Credit Header Segment through GreenID.

Performance Summary
  • Initial IDV rate: 61%
  • Projected growth: 4%
  • Post-implementation IDV rate: 71% for two successive weeks
  • Sustained IDV rate: 71%
Project Outcomes
  • Incremental turnover: approximately $67 million
  • Incremental revenue: roughly $5.3 million
  • Streamlined verification process for new customers
  • Improved customer onboarding and substantial financial gains

REFLECTION

The project successfully streamlined the onboarding process, leading to higher user retention and satisfaction. Future improvements should focus on further aligning with Safe Harbour standards and enhancing the customer experience through continuous iteration and user feedback. This experience reinforced the importance of user-centered design and cross-functional collaboration in achieving business goals.

Get in touch

anhle.is@gmail.com

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