Guided setup
Customers' understanding of the Payments Assistant's centralization potential was unclear. Among other beliefs, some believed all bills must be fully automatic, while others believed that PA can handle only barcode payments. The idea of guided setup was not to be a tool presenting Payments Assistant as a product itself, but a path to make clear the power of centralization through bills that PA is able to handle.
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My job was to lead the initiative, create the narrative, and present a plan of experiment with the Business Analyst and the Product Manager.
TARGET
This initiative did not intend to raise feature awareness but interaction. After learning that the feature was unclear even for customers who already used it, the main target was customers who did not know how it could handle all their main bills.
MAIN HYPHOTESIS
If we offered a guided set-up for customers who currently use Payment Assistant, but had not set up their main household bills yet (no utility bills registered), we believed that users would centralize their financial life at the feature, then they would understand the full feature value proposition.
Results
Although we achieved good results in the number of customers interacting with Guided (~280k pending bills created), the conversion into commitments was low (~10k commitments, a 94% drop). Our final assessment is that the solution holds great potential, but it still requires iterations on the pending bills to reduce the drop and better convert these interactions into commitments.
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