Why would you want to improve your user funnel in your software or application? You want it to be as clear, simple, seamless, legal and GDPR friendly possible so the user can bearly feel the process while feeling that he is in good hands and surely not giving away his data and privacy. In a business logic, your funnel should also have as low a session abandonment rate as possible.
The story of our shopper's funnel, which gives shopper access to exclusive benefits, is linked to that of the PSD2 regulation which extends European regulation to new payment service providers, regulates the sharing of banking data and strengthens security requirements for shoppers. Let's find out about it with our Lead UX and mastermind behind this funnel, Doriann Defemme.
From scrapping to safe onboarding
In the early days of Spaycial, then Transaction Connect, the only method of onboarding our users was the so-called scrapping method. PSD2 in 2018 made this process evolve in order to protect users' personal data and the use of this data, but the banks were not necessarily ready immediately. "We had to take an important step in the evolution of our funnel. In any case, it was not ok for us to stay on scrapping, as some of our competitors still do today." We launched our first tests in early 2021 -based on UX workshops, wording tests, surveys- to kick off production in early 2022.
In the days of scrapping, everything was different. It wasn't the same journey at all, we asked our shoppers for their bank ID and credentials. Now, PSD2 and our funnel sends them directly to their bank's application. The user is redirected from our funnel to give his consent then comes back on the funnel. It's safer and more simple for everyone. "That meant we had to go back to the drawing board and refine the funnel to make it more familiar and to handle legal in all 10 countries where we are live".
Consent is the key
This all came with a serious work on the consent page. User consent is as key as it is sensitive and it is crucial to do it right. Building a quality consent page, frictionless and GDPR by design, will have required a lot of monitoring and research work because it is our users' personal data that is at stake. It was also necessary to listen to the members to adapt and be able to use clear content for all knowing that we are talking about a legal vocabulary. Graphically, the user had to understand that he was linking his payment method to the program. With the new design of the consent page, we managed to reduce churn by 25%.
"We have also done a lot of work to create a consent page that is not usual in open banking, with work to interweave graphic with legal, in order to be as transparent and understandable as possible for the user. Everything is explicit about personal data, we don't hide anything."
Be as transparent and seamless as possible for our shoppers
Working on a funnel like this truly brings together expertise in UX design, open banking and account linking. In fact, this funnel now embraces a modern graphic trend, offers us great agility in our wording, is well integrated, homogeneous and frictionless. The shopper chooses his bank directly and is connected to our client's programme. "You can be 100% identified in less than 1 minute. Our funnel offers a real wow effect with the user experience at the centre."
"We have remodelled the bank choice screen to highlight the bank app directly and we have also reworked the latency with more traditional bank apps". Thus, connecting to your bank, which is well displayed, is decisive for the user because it is reassuring thanks to the UX that we have developed.
After all, this funnel is also clearly a selling point for our clients, both retailers and shopping places. The results speak for themselves : with our clients in France, we have achieved +29% in account linking -or bank connection- and +50% in reduced churn to reach the bank selection page* thanks to this new funnel which is obviously becoming a key factor in acquisition.
*Spaycial figures, January 2022.