Sign Up Journey Review

Working with a cross functional team, including store team members, to redevelop the Selfridges Unlocked membership sign up process - increasing programme adoption, customer retention and ease of use.

Stakeholders: Product, UX, Store Teams, Insight Team, Unlocked Business Team

Tools: Miro, Content Square

Methods: Data Analysis, Journey Analysis and Mapping, Session Replay

August - September 2023

The problem

Selfridges Unlocked is a loyalty programme. It was rolled out over a phased approach in 2023, starting with a trial in the Manchester Trafford store, followed by a national roll out a month later.

Customers were being encouraged to join the programme during their transactions at point of sale. Research I conducted during the roll out highlighted that this sign up process was long, convoluted and blighted by issues from both customer and team member perspectives.

We wanted to make the process easier and quicker, and therefore increase programme adoption.

Research Methods and Process

Research Goal

Identify opportunities to improve the sign up process at point of sale

Reduced initial form to one field that automatically detected whether or not customer had online account

Process

  1. Reviewed previous research on creating a good sign up / opt in experience and findings from initial roll out research

  2. Data analysis using GA to understand current performance

  3. Conducted in store observations and interviews with team members to establish common pain points

  4. Mapped the existing journey for different user groups to identify pain points and opportunities for improvement

  5. Defined principles for seamless sign up experience

  6. Worked with UX Design to develop an alternative sign up solution that reduced number of steps to sign up at point of sale

  7. Used Content Square’s Session Replay to monitor impact and highlight technical problems

Customers were encouraged to sign up for Selfridges Unlocked at the point of sale so they could show their ‘Selfridges Key’ - a QR code that would register their purchase and enter them into a draw to win a prize.

Previous research indicated ‘technical issues’ were putting customers off signing up for the programme while paying for their shopping. To understand these issues, I reviewed all the previous research along with the GA data we had available on sign ups and drop offs.

I also visited the stores and signed up myself in a variety of locations and following different scenarios. I also observed customers as they went through the process and conducted interviews with team members to better understand the problems. Whilst there were technical issues affecting performance there were several other factors that affected ease of sign up, including:

  • Location in store

  • Availability of WiFi

  • The customer’s ability to use a device

  • Having the app installed on the customer’s phone

  • Having a Selfridges.com account

  • The team member’s willingness to troubleshoot

I mapped out the journeys to highlight the research findings. Together with the product manager and UX designer, we identified the specific technical issues we thought we could fix and design new journeys that simplified the process.

We were constrained by our technical capabilities at that time and that we only had a short timeframe to design and build the new journeys before a big sale event.

As a result we had no time to conduct any customer testing in store with a prototype. Instead we tested internally with team members and rolled out the new designs.

I used Content Square’s session replays and found customers still struggling to complete the journey despite it being less steps.

I wanted to be able to share these with the immediate team so I set up a workshop with the product manager, UX designer and business analyst. We watched the session replays, grouped the similar issues and made sense of them together. This allowed us to quickly prioritise and fix what we could.

Enabled the customer to view their ‘key’ (QR code) as quickly as possible without having to rely on email

Impact

  • Reduced the number of steps to sign up from 18 to 6

  • Increased in store sign up by 40%

  • Reduced complexity of sign up process

Learnings

  • Mapping the journey and signing up myself as different types of customer while in store helped put myself in the customer’s shoes.

  • The group research was an excellent way to test a new journey when you are short on time.

  • Encouraging the other team members to use Content Square gave them real insight into what the problems were.

  • Having the right people in the room to prioritise and action insights was key to fixing issues quickly.

Previous

Website Redesign Discovery
Next

Homepage Redesign