I have omitted confidential information in this case study. All information is my own and does not necessarily reflect the views of M1.
The problem
M1 experienced a 17% drop in new client activation.
The plan
Onboarding was not a prioritized project, but we knew we needed to take action based on our metrics. So to chip away at the problem and not detract from ongoing initiatives, we decided to take an approach where we would incrementally improve onboarding.
We took a multi-faceted approach including:
Evaluating research
Looking at the greatest areas of dropoff in our data
Getting insights from stakeholders
Current state of onboarding
Target persona research
I interviewed clients that represent our target users to understand why they joined M1 and their experiences. This confirmed our main persona, Taylor, which is now used for decision-making throughout the organization. I shared Taylor with over 250 employees in an all-hands meeting, showing how a persona is useful and how it was based on data and user feedback.
Product Pitch
I worked with a PM to set our main goals for improvements. We met with teams from Marketing, Client Success, Data, and Investment strategy. We also analyzed data from Amplitude and Tableau to identify user drop-off points and opportunities for impact. We created a prioritized list of crawl, walk, and run tasks based on data, user research, and internal feedback. Getting agreement from all stakeholders was challenging. Our final output included a matrix of 14 items detailing a KPI, a problem, and a solution. This proposal was presented to our CEO, who approved the project.
Here’s a glimpse into our approach.
