Aftonbladet
Aftonbladet's CX department needed to renew its communication, processes and build a new team from scratch. After a previous migration from Adobe Marketo to Braze and following a period of rapid change within the CX department, there was a desire to update how the payment service Plus was introduced to new customers. Developing a new, more competitive onboarding was one of the first challenges we tackled as part of our collaboration.
Challenges
- Increase retention during the onboarding period
- Inform more effectively about Aftonbladet Plus and its elements
How did we do it?
Research
We led and participated in exploratory discussions about the purpose of a new onboarding, while also evaluating customer behaviors to identify and highlight the most relevant parts of the product.
Design
With a focus on harmonizing the design and highlighting selected parts of the product, we, together with the team, created a new onboarding journey.
Read more about serviceImprovements
We have been continuously conducting tests to find out what works and what doesn't. The goal is to develop new, improved versions in two steps, building on the previous ones with increased technical sophistication, including a high degree of personalization as a goal.
Results
Lower churn
The first version led to a decrease in churn of 1.93 percentage points compared to the previous onboarding. An improvement of just over 5%.
Continuous optimization
We are now working on taking the next step and further improving the customer journey by strengthening a unified customer experience.
