Enrollment & User Data Management

Challenge: The IMC enrollment process was tedious, collecting too much data upfront with little return for the user. I needed to address high enrollment drop-off rates without fundamentally deconstructing the process, while enhancing the user experience in other aspects of the platform.
Method: Iteratively design changes to the enrollment process, with potential implications for the rest of the platform; design a usability study to test the changes; document recommendations and assess priorities with Product and Development teams. The study included changes to other components of the UI for which I also obtained user feedback.
Impact: An improved overall user experience that helps ease the enrollment process while maximizing user interaction in the product post-enrollment.

While exploring the current user onboarding process, captured in the visio diagram on the left, I identified issues in 3 areas that could be addressed to immediately improve the UI:

The enrollment process varies by partner: some partners offer users free or paid identity protection bundles; bundle configuration can include credit services, which require user authentication; some bundles include services that require additional data inputs. [Current enrollment PDF]
Users don't appreciate the density of information that could potentially be collected from them before they see anything back from the service. Although previous work had been done in an effort to address this, user studies made it clear that more needed to be done.
There is a lack of context around what the information was being collected for.

The UI did little to help users understand to expect next, putting them into the dashboard with little guidance on how to maximize the identity monitoring service they just enrolled in.

Data Management
Users could not grasp the importance of managing their user data within the product. The more data the user inputs into the service, the more the service can do to monitor their online identity, including personal data, social media, and data for their children (if applicable).
More problematic, the data collection points are dispersed throughout the product: adding children means navigating to that Child Monitoring service page; adding a new credit card for monitoring against illicit websites means navigating to the CyberAgent service page. With many users cautious about sharing yet more data, this scattered data collection does not strengthen the user's understanding of how data entry can help them.

The user's ability to manage personal data had been on my radar for several quarters. The ask to update the user's Account page created an opening to start explorations that could help address our product deficiencies more holistically. With the current onboarding flow clearly depicted, I started down the sketching path.
Enrollment Changes & Impact to Post-enrollment
The initial step in reformulating the enrollment portion of user onboarding was to assess which data could be collected at later parts of enrollment or post-enrollment. For example, the majority of partner bundles include CyberAgent, a service tasked with monitoring illicit websites for user's data to help prevent the potential for an identity compromise. In the current enrollment flow, this is included with the enrollment as an optional data input. Considerations:
How many users were actually entering data in these optional steps?
How can these secondary steps be moved to another part of the process?
Was there a way to actually enhance the user's understanding of why they would input data for these services once enrollment was complete?
Post-enrollment introduction
Providing guidance to the user following enrollment is not a novel idea. Many services, platforms and product help users understand what to expect post-enrollment. However, there are those who contend that if you need to provide too much guidance, the product was not designed effectively. On the left is an old exploration of a modal I designed years ago fr one client, but it suffers from being too informational regarding each service the user is enrolled in. Not only would users be unlikely to read that information, but this method is difficult to scale across partners with various bundle permutations. The verbiage would have to be tailored for each partner, a labor-intensive CMS task.

The second image, one of many iterations, provides more direct information for the user while introducing the notion of a Data Profile. It is also simpler to modify the verbiage to better suit the data-collection offerings of a particular bundle without overwhelming the user as to all of the services included in a bundle.

Directing the user to one area to complete a profile strengthened the idea of having a consolidated point of data collection. My Account, which to date had been hidden in the masthead of the UI, could come to the forefront of the screen and serve as a platform for all data collection, including that of the Data Profile. But if we introduced the notion of a "data profile" which the user could be encouraged to complete post-enrollment? This could serve several purposes:
Alleviate the up-front enrollment process.
Personalize the UX.
Allow the user time to explore the UI post-enrollment sooner, without the delay from the optional data collection screens.
It could be used as an opportunity to further educate the user on the objective of data collection: it is not to monitor the user's online activity, but to help alert the user should there be illicit activity captured with relation to a piece of the user's data.
Study Flow
The user study I prepared would test these proposed ideas. This image highlights some of the bigger changes to the UI.
User study, email and enrollment. [Invision prototype]
User study, alert received [Invision prototype]
Data collection [Google form]

Study Analysis
In a study with 7 users mostly unfamiliar with the identity monitoring services offered to our clients, the following was surmised from a majority of users:
An enrollment process with fewer steps was preferrable.
The post-enrollment welcome screen was informational; most users were inclined to click within the modal to complete the Data Profile, which was data previously collected during enrollment.
The modal UI pattern for editing data, such as for CyberAgent, was reusable throughout the UI, with user successfully launching it from My Account as well as from the Dashboard view. When it launched, the users verified that what was presented on the screen upon clicking the CTA met their expectations.
Users had no difficulty understanding where to find all editable data and where they could add and manage new data for their services.

All user feedback can be found in this online spreadsheet.
Proposed Onboarding
My proposal includes this proposed update to the user onboarding flow. The team is currently working through these estimates.

The usability study, results, and new flow were reviewed with the Client Services team. Given the strong results and overlap with previous client comments, the response was positive. Clients were rolled into the new configuration of services that would do better to help their users fully utilize the offerings included in the identity monitoring service.

Branding Study
In order to envision the customizability of these screens for a potential customer, I completed a branding exercise, changing the style, colors and some of the layout in accordance with the configurability of the SaSS platform. Below are Invision prototypes with these updates:

Start: email to the user
Start: post-enrollment modal

Further, to understand the implications of the My Account changes, a responsive wireframe prototype guided our develoment team on the format we needed to follow.