Anticipating friction points

New Dashlane users were highly motivated to use the app, but outstanding concerns prevented them from becoming retained.

Context

In-depth qualitative research reported that our target personas wanted to take care of their digital security with a tool like Dashlane, but they were unsure how the product worked, and whether it was safe.

Process

Working with a product designer and a user support agent, I compiled a list of the top questions and concerns that new users contact Support about. We mapped these out along a user journey and decided to focus on addressing early churn. Our hypothesis was that if we surfaced short and accurate answers to the main user concerns at the specific moment a user was feeling friction, then they would be more likely to continue with the app and become a monthly active user (MAU).

Solution

I reframed the top areas of concern as questions. We tested and iterated on the copy for two weeks, ensuring we were using the exact words of our users. After a certain point, users in testing sessions stopped reporting any lingering doubts about the app, so we knew it was ready.

Results

This experience played an important role in the 8% increase in retention that we achieved on mobile with our personalised onboarding experience. The Support team also reported a 23% decrease in support tickets about these topics.