Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

"Growing a Bank from Scratch"  with the Growth team @N26

2.110 Aufrufe

Veröffentlicht am

How do you excite people enough to not only start but complete signing up to your product? How do you find gaps in your own products based on data and user feedback?
What kind of experiments can you run to create a seamless user experience? ✨

To get some inside tips on how N26 approaches these challenges, join Blake and Akarsh as they walk you through what it takes to build and grow a bank from scratch! ⚡️In this presentation, they showcase specific examples of what works and what doesn’t when building an experience that not only serves a purpose but will make people want to share with their friends and family. 

✅ This talk is for entrepreneurs, product managers, UX designers, marketing & data science people, and anyone who wants to build great digital products.

Blake Hodgson is a Berlin based Australian designer with a passion for crafting intuitive interfaces that are enjoyable to use. Outside office hours you can find him around the city with his camera or enjoying the odd eggs benedict here and there.

Akarsh Sangh is a designer and engineer from India currently working as Product owner for Growth at N26. Previously he has studied, lived and worked in Delhi, Amsterdam, Copenhagen, Singapore and plans to continue his cross cultural wanderings.

Veröffentlicht in: Kleinunternehmen & Unternehmertum

"Growing a Bank from Scratch"  with the Growth team @N26

  1. 1. » Growth @ N26 « The Family, Berlin 2 December 2017 #TheMobileBank
  2. 2. 3 Aka h S h Product Owner, Growth Bla g o Experience Designer, Growth #TheMobileBank
  3. 3. Today N26 4
  4. 4. First mobile bank in Europe 5
  5. 5. Coming soonActive Countries Live in 17 countries 550kusers > 6
  6. 6. Paperless account opening 7
  7. 7. Real-time banking 8
  8. 8. One click access to financial products 9
  9. 9. Lower CACs Superior user experience Scalable organization No branches Banking across borders Live in 17 countries No IT legacy Most modern tech infrastructure Competitive advantage 10
  10. 10. Growth team What do we do 11
  11. 11. 12 Drive conversion We are working towards getting people to become financially active customers Make it easier for people to get the best N26 experience Our goal is to give people a taste of what the entire N26 experience looks like with the first touch points they have with us.
  12. 12. Acquisition channels Signup form Organic Paid Referral Others Confirm email Select Mastercard Verification Use the bank € € App Store 13 User journey
  13. 13. 14 Work How we work 14
  14. 14. Repeat the cycle Iterate and improve customer experience & business impact Build lightweight experiments Conduct low effort, high impact tests Measure success Set clear goals to measure your results against Identify opportunities Start with a hypothesis 15 BuildRepeat Identify Measure How we work
  15. 15. Some of our users were not receiving their mastercard’s. Problem 16
  16. 16. 17 Before All markets
  17. 17. Hypothesis 18 Our shipping provider is sometimes not able to identify the correct addresses as entered by the people.
  18. 18. 19 After in Germany
  19. 19. 20 After in France
  20. 20. Card return rate reduced by approximately 30% by making this small change in the address form field thus reducing the number of cards returning to N26. Result 21
  21. 21. [ Photo of Bea sorting cards ] Our success metric was the happiness of this person and the less number of cards she has to sort out 22
  22. 22. Cards being returned to N26 due to the shipping address not being correct Ex. Postal code in Germany is always 5 digits, and sometimes people have typo’s, which cause the cards to return to us. #Iteration 1 23
  23. 23. 24 implementing Google Maps Geolocation API After
  24. 24. A lot of N26 customers are expats, people who move to Europe from different parts of the world. They have different ways of entering their addresses and always might not be aware of what is the correct way in a new city #Iteration 2 25
  25. 25. 26 After adding a note field in Germany and France
  26. 26. 27
  27. 27. Inflection point in Growth
  28. 28. Looking for opportunities
  29. 29. Acquisition channels Signup form Confirm email Select Mastercard Verification Use bank account € € 30 User journey
  30. 30. 31
  31. 31. Identify opportunities 32
  32. 32. Users were finding it difficult to enter their phone number. Problem 33
  33. 33. 34
  34. 34. 35 “Don’t make me think” refers to the idea that when a web site makes you stop and think about what you’re doing, it’s making your life harder, and perhaps isn’t designed as well as it could be.
  35. 35. Users from different regions have different ways of entering their phone numbers, which we were not accepting. Hypothesis 36
  36. 36. 37
  37. 37. 38
  38. 38. 40% Before 8% After 39 Error on phone number entry
  39. 39. Internationalisation doesn’t only mean translations Takeaway #1 40
  40. 40. Users were starting but not completing their verification call and dropping out Problem 41
  41. 41. 42
  42. 42. 43
  43. 43. 44
  44. 44. 45
  45. 45. Intro screen 46
  46. 46. 47
  47. 47. Intro screen 48
  48. 48. Users weren’t reading the content within the checkboxes and were therefore not prepared for a successful video call. Hypothesis 49
  49. 49. 50
  50. 50. Video 51
  51. 51. 50 sec video: Open rate <50% 52
  52. 52. 53
  53. 53. Video 54
  54. 54. 55
  55. 55. 56
  56. 56. 57
  57. 57. 58
  58. 58. 59
  59. 59. 60 Before
  60. 60. 61 Region specific documents Speed testsVideo content Stand alone T/C’s After
  61. 61. -44% Poor internet connection -26% User cancellations 62 Call failure rate
  62. 62. Don’t focus on moving users from A to B in the fastest way possible if it hinders their experience Takeaway #2 63
  63. 63. There was a significant delay for people starting the verification call after choosing their mastercard Problem 64
  64. 64. 65
  65. 65. Switching devices is hard without a seamless experience between them Hypothesis 66
  66. 66. 67
  67. 67. Switching platform is hard, embrace a seamless hand off experience Takeaway #3 68
  68. 68. 69
  69. 69. 70
  70. 70. Focus on building an enjoyable experience Takeaway #4 71
  71. 71. 72
  72. 72. 73
  73. 73. 74
  74. 74. 75
  75. 75. 76 AfterBefore
  76. 76. 77
  77. 77. 78
  78. 78. 79
  79. 79. 80
  80. 80. Create an experience people can’t wait to tell their friends about Takeaway #5 81
  81. 81. » Our users tell a better story about us than we do. So let them do that... « – Brian Chesky CEO, AIRBNB 82
  82. 82. Friend referral program 83 People can get rewarded for inviting their friends and family to start using N26.
  83. 83. 84 AfterBefore
  84. 84. Create an experience people can’t wait to tell their friends about Don’t focus on moving users from A to B in the fastest way possible if it hinders their experience Switching platform is hard, embrace a seamless hand off experience 1 85 Recap 2 3 5 Internationalisation doesn’t only mean translations Focus on building an enjoyable experience. It matters. 4
  85. 85. 86 Questions?

×