User Registration & Migration
Prior to my arrival at Three, in early 2019 a project was undertaken (App on Wi-Fi) to migrate iOS customers from an old technology platform to a newer technology platform with the benefit of providing added security and updated features therefore benefiting the business and customers.
Unfortunately, the migration did not go smoothly and there were many unforeseen issues:
Some customers fell into a state of partial registration forcing them to do redo the registration process unaware of their original registration credentials.
Customers using the forgotten password journey were automatically logged in and never recovered their password.
Migration numbers went beyond the forecast volumes causing unmanageable contact centre demand.
As a result of these issues the Android migration was not immediately taken forward as it was deemed detrimental for the Three and its customers. However, with two separate technical platforms in use it created the following problems:
Different user experiences being presented to customers,
A backlog of development having to be maintained in a separate coding branch.
A growing potential for medium to high priority bugs to be present in a new code branch.
With these problems impacting the customer experience and the long-term app development, I created a business case outlining the benefits of commencing the Android migration.
This encompassed a detailed plan outlining the end-to-end migration and mapped the daily migration volumes against the predicted contact centre volumes.
In addition to this to mitigate the problems customers experienced during the previous iOS migration I implemented a range of changes in the registration journey to provide an improved customer experience and reduce the impact on the contact centre.
These changes included the following:
Wi-Fi connection prompt
One of the biggest problems customers would face is implicit login, where a user would automatically get logged in due to the system recognising the MISIDN as being that of Three, therefore the customer would never fully register their account. Therefore, to prevent this, checks were made at every stage in the journey and if the customer was on a data connection a prompt would appear preventing them from progressing until a wi-fi connection was established.
Double email verification
Quite often customers made errors when submitting their email address, so to prevent this a second email address verification field was added. This limited the number of incorrect email addresses submissions by 95% by highlighting non matching email addresses and prevented customers from calling the contact centre to rectify the issue.
Help centre
FAQ’s are a great way of giving customers solutions to common problems that they face and with the migration it was expected that a majority of customers would either experience issues or have questions. eg: Why do I have to register for an account now?
In a bid to deter customers from the easy option of using live chat a help centre was implemented in the registration journey, which held FAQ’s to assist customers with their registration / login process. Also, as some customers would require added assistance, a live chat option was also available.
With the help centre being deployed before the migration its daily use could be accurately measured during the migration; which showed a large uptake in volumes using the FAQ but a minimal increase in the percentage of live chats being started.
Click the image below to view the changes
Email verification
Although this was the penultimate step in the registration process it was highly problematic, customers would try to login in without verifying their email, or login into the website and not the app.
To prevent this, various changes were implemented including:
Adding a feature to open the device default email client to retain the user on their mobile device
Implementing a url on the website that takes the user directly back to the app after verification and away from the website
Changing the user experience so only when an email is verified the user is taken back to the login screen to complete their registration.
Tracking and monitoring
In order to understand current conversion rates and where users were encountering problems and where they were navigating to (e.g.: areas with the help centre) a full review of the tracking was made and updated throughout the journey.
With this it enabled accurate monitoring of customer behaviour pre, during and post migration allowing changes to be made in an Agile manner and reporting to be distributed to senior management as to the progress of the migration.
Information architecture review
After review of the registration journey many copy issues were found such as, inaccurate information, lengthy copy and typos all of which can mislead or confuse a user. Therefore, a complete copy review was undertaken at every stage on the journey. With updates made to promote clear comprehension of the information at hand.
With all of these changes in place the migration proved successful, although customers did connect with the contact centre with registration queries the levels were far less than estimated due to a significant number using the help centre to self-serve'.
(Click the image below to see forecast Vs actual)