Onboarding & Login improvements
Company: Air New Zealand
Role: UX Designer
Kudos: Josh Ong, Kris Lane
2019
The brief
With around 120,000 active users the Air NZ mobile app plays an important role in reducing customer pain points by providing helpful self service tools.However, 20% of Mobile App active users are not logged in, which impacts major functionality – the ability to manage flights, receive disrupt notifications and assigning PNRs to Airpoints accounts.
My role
As the Senior UX Designer in the mobile app team my role was to investigate how we could get customers to understand the benefits and test opportunities to increase signed in users. These were my primary tasks:
- Implement and standardise a login pattern for the mobile app on Android and iOS
- Integrate Captcha into the login screen as a security requirement
- Seek to understand why customers are bypassing the login screen
- Create opportunities to A/B test ways to encourage users to login
- Explore the onboarding flow to motivate users to sign in
The challenge
The first issue we could identify it was right in front of our eyes. After installing the app customers had to face a confusing sign in wall with accessibility issues. The benefits of signing in were not clear enough and a combination of multiple functions could make a simple task quite annoying.
If users skip login, the old app flow would encourage login in specific sections of our app, but the sign in panel didn't offer clear benefits to explain why a user should log in.
How we could simplify the login experience and encourage users to login?
Sketching always helps me to focus and get ideas quickly. Sometimes I simply write a list of questions I have or goals that I want to achieve, just to get it out of my head. It helps to un-clutter the mind and focus on what’s important.
Often I’d sketch a feature, a small detail, or a new approach. It’s a quick way of purely and simply just designing and exploring ideas. Most importantly, you avoid the distraction of high fidelity components, pixel perfection, fonts, colour, grids, guides etc…
Card sorting
A card sorting exercise seemed the perfect approach to identify the most valuable app features for customers.
We asked users to rank current login benefits based on their opinion, from most important to least important.
Users really liked the fact that both personal and card details could be saved, as it saves time and is more convenient.
While most users thought being notified of expired passports was nice, it wasn’t as useful due to how infrequent it is. Airpoints related benefits also received lukewarm results from Base customers (as opposed to HVCs, who were more likely to be logged in).
Proposed improvements
"Demanding that users register or log in before they can use an app or see website information has high interaction cost and defies the reciprocity principle."
N/N Group
It was time to stress test the different options and placements we had in mind. After that we ran an A/B test with proposals that were better received by the team.
Final designs
Encourage login during key interactions. The empty Flights tab is the first screen a non-logged user lands on. This would be agood place to reiterate the customer value proposition.
After adding a flight, we can display a toast to a non-logged in user to encourage login.
The Add existing booking flow seemed like a great location to encourage logging in as non-logged customers could lose their Airpoints prompting a call to the call centre when adding a book manually.
Separate value from function. By separating a Customer Value screen from the functional login patterns, we could explain the value and guide users down simpler paths.
New sign in flow
New onboarding flow
The takeaways
The new onboarding / sign in flow was the last project I helped bringing to life at Air New Zealand. A few months after the update, a report by the Data and Optimization team showed a 8% decrease of non-signed customers.