Challenge: What can be provided in the UI to encourage users to remain subscribed to an identity monitoring service? Given that many users do not receive alarming notifications regarding their identities, what supplemental information could provide value?
Method: Survey users to understand when they would start to find a service lacking in value and inquire about how to add perceived value. Design a complimentary widget for our white-label platform that would work across all clients to help users understand the value of the overall identity monitoring service.
Impact: Inception of SmartMetrics to help decrease the likelihood that a user will opt out of identity monitoring service subscription.
The initial instance of a subscriber's summary email features hardcoded statistics that may not correspond to a user's location or suite of services. Is there some way to enhance this supplemental information?
I set up a user survey first to assess what value the identity monitoring service could provide beyond notifying the user of alerts for compromised data. I wanted to determine:
- What percentage of users would cancel or would be likely to cnacel an identity monitoring service that provided only monthly emails regarding a new credit score (62.5%)
- The extent to which different types of supplemental data would provide value, including notice that the user's identity is safe (54.2%) and periodic emails with news about securtity breaches (50%)
- How many users would benefit from the version of SmartMetrics that was already being coded to provide statistics on data safety in the user's surrounding areas (16.7% of users found this useful).
Interestingly, 50% of users would find it beneficial to receive a simple RSS-like synopsis of breaches. However, with 16.7% of users finding location-based data summaries useful, we had justification to proceed with the code that was already being built prior to my UX involvement.
Click to view the User Survey
Based on conversations with the Product team, my first pass at the potential widgets provided a basic summary of data, identifying sex offenders within the user's zip code in one widget and other location-specific statistics in a separate widget. However, this method seemed confusing because it combined the notion of SmartMetrics with a potential upsell for users not subscribed certain services. My push-back was that users did not indicate they wanted to upgrade into a service: the objective of these usability and design exercises was to help users understand the value of the service they are presently subscribed to.
Through a series of working sessions with product, marketing and development, the last phase of the SmartMetrics V1 design shows nationwide-data coupled with a region-specific break down of potential identity breaches found by the IMC platform. This consolidated information helps to serve as an indication that the IMC platform is continuously working towards protecting the user's identity. Even if the user has not received an alert regarding a potential breach of his or her data, the initial pass at SmartMetrics informs the user of the ongoing potential for a breach, which ultimately encourages users to remain subscribed to the service.
This widget was also integrated into monthly subscriber emails. The next exercise in the SmartMetrics roadmap is to address the majority of users who would find value in simply being kept abreast of monthly data breaches.
Note the CSS callouts provided to dev; some of these styles tie into the CSS defined in the CMS Admin Tool, from which I try to repurpose code for minimal impact to existing client builds.