Incentive Hooks

Goal

The initial goal of this project was to identify any ‘hooks’ that would increase adoption for the Incentive app. The project's next step was to focus on increasing engagement through a personalized budget and retirement confidence age.

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User Problem

Incentive’s invitation email is sent days and sometimes weeks after the retirement advisor introduction to employees. Employees have to follow up with their retirement advisor to resend their invitation codes to download the app. 

Creating a budget is complex, overwhelming, and not customizable. Users have reported not understanding how to get started with their budget and what the different buckets mean.

Retirement age seems far and out of reach with a lack of positive reinforcement or motivation. Users don’t receive an accurate age for when they can retire. 

Business Problem

Since launching the app in 2021, the average weekly logins of employees were ~7% for Incentive's engagement metric, with downloads ~15% for the adoption metric. (August 2022)

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‍Hypothesis

• An enticing hook email invitation will adopt >25% more users to download the app.
• A more interactive, personalized budget and retirement age will improve weekly engagement by >10%.

Research Outcome

The UXR (user experience research) team conducted interviews with 9 internal SMEs, 3 retirement plan advisors, and 28 eMoney employees. 

The objective was to understand what impacts Incentive usage and engagement in order to help prioritize features and next steps for the product:

1. understand why Incentive is/isn’t being used
2. understand how the employer may impact usage
3. understand how onboarding impacts adoption and engagement

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Based on the research findings, product, design, and marketing stakeholders held a two-day in-person brainstorming session to conceptualize and prototype new user flows, capabilities, and value propositions to test with current customers and prospects. 

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Learnings

Generating several concepts through brainstorming is an effective method for validating product ideas through rapid user testing. I discovered that hooks aren't universally applicable, as each user tends to gravitate toward different variations.

However, by combining all three aspects into one, Incentive can effectively convey the value proposition while showcasing the user's personality, retirement plans, and achievements, ultimately motivating users to create their personalized budgets and experience satisfaction in anticipation of retirement.

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