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Client Experian
Sector Financial Services
Role Product Designer
Experian launched Boost, an open banking feature designed to give users tailored credit offers and financial advice based on spending behavior. Despite its promise to improve users’ chances of securing credit products, adoption rates were significantly lower than expected. Users were hesitant to connect their primary bank accounts, causing high drop-off rates and limited engagement.
Task
As Product Designer, the objective was to increase adoption and trust in Boost by clarifying the value proposition, reducing friction in the onboarding and consent process, and aligning the feature more closely with user motivations and financial goals.
Result
18% increase in adoption within one month of launch updates.
43% of users registered interest during onboarding.
38% of Boost users connected two accounts in the first month.
12% of registered users connected to Boost in the first month.
Improved MAU and conversion rates, with higher retention driven by stronger trust and clarity of value.
Actions
Conducted three rounds of unmoderated research, one moderated study, and established a continuous feedback loop.
Created user personas and journey maps to uncover pain points and motivations.
Identified key issues: unclear value proposition, high drop-off at consent screen, and distrust caused by switching from app to browser.
Reframed the feature proposition in user-centered terms to emphasize tangible benefits.
Simplified the consent process by keeping users in-app, improving signposting, and reducing processing delays.
Redesigned onboarding, navigation, and search flows to introduce Boost earlier and align with user intent.
Built trust by ensuring consistency across app and web experiences and adding transparency into how credit scores are calculated.
Collaborated cross-functionally with designers, developers, UX writer, QA, and product owner to implement updates.
Helping people achieve their financial goals by providing a wide range of offers, help and support.
Business Goal
Increase adoption of the Boost feature.
MAU, Conversion rates
User Needs
A better understanding of how their score is calculated and confidence that they are getting the best offers.
Moderated and Unmoderated Interviews
Audience
New and returning customers.
Onboarding & Retention
Team
2 Product Designers
1 UX Writer
3 FE Developers
2 BE Developers
1 QA
1 PO
Summary Insight
By reframing the proposition, reducing friction at the consent stage, and ensuring consistent, transparent experiences, user adoption and engagement measurably improved.
Opportunities
ReFramed Proposition
A clear and focused proposition allowed for a greater understanding and adoption of the feature and benefits. The revised proposition was well received and understood (73% of users interviewed 150 participants).
Consent provision screen
The drop-off rate on the consent provision screen was very high. By implementing consistent signposting, using the in-app browser and reducing the time it takes to process the request, we aim to increase visitors’ trust in the experience, reduce the drop-off rate and increase returns.
Further up the funnel
When we introduce the feature after a user has completed their search, users are more focused on receiving an offer than engaging with the feature. We tested introducing the feature higher up the funnel (before the user arrived at the search results page).
Key insights
Individuals who cannot get credit are more aware of open banking. In addition, they are more willing to share their data if there is perceived value in the exchange (getting an offer, financial benefit, accurate advice and step-by-step help).
Of 150 participants surveyed, 88% indicated they are preparing to make a large purchase and are using at least one credit monitoring app.
Customers applying for credit products have multiple goals (monitoring credit, making a large purchase, everyday spending, etc).
Connecting Accounts
The existing user flow takes the user out of the app and into a web browser. The disconnect is causing a high drop-off. We set out to address this by improving the consistency of the experience between web and mobile apps, enhancing the existing flow and building trust in the application/ feature.
43%
Registered interest.
Onboarding
18%
Increase in adoption one month after updates.
Conversion rates
38%
Boost users connect two accounts in the first month.
Retention
12%
Registered users connect to Boost in the first month.
Adoption
