Progressive Affirmation Goal Creation Flow

Revolutionizing Goal Setting: Create a Goal Before Sign-Up. Our innovative approach intuitively leads users to define their travel goals, sparking curiosity about the financial journey ahead. Making goals feel tangible and achievable, encouraging users to firmly grasp and commit to their newly created vacation goal.

Problem

User Journey Balance: Our primary challenge was to find the right equilibrium in the goal creation flow - ensuring we ask enough questions to engage users and encourage their goal ownership, without overwhelming them to the point of losing interest and disengaging.

Hypothesis

  • Limit initial goal-creation questions to four

  • Divide questions into manageable, non-intimidating segments

  • Enhance user engagement by further gamifying loading events

  • Increased user interaction with goal variables will lead to a higher number of bank links

Cohort Results: T+90 days

  • Welcome-to-Breakdown CTR increased by 16%

  • Down the funnel sign-ups went up by 24%

  • 15% lower post-bank link savings cancelations

  • Combined with a fresh advertising campaign aligned with our latest enhancements, we further reduced our acquisition costs by 32%. However, attributing specific cohort results was challenging, as the new ad campaign launch coincided with these app improvements.

Learnings

  • Importance of Information Sequence: The order in which information is presented, such as asking for travel destination before luxury level (or vice versa), can greatly influence users' perceptions of their trip.

  • Value of Testing: Our assumptions about user problems often differed from actual users. Solely relying on user feedback and data produces the most accurate list of user challenges.

  • Clarity in New Concepts: Effectively introducing new concepts proved more challenging than expected, especially as Savely was created a new market.

Next

Schedule Savings