Rightmove
Strategy
The business requested a 5% uplift in user sign-ins and registrations on Rightmove's iOS and Android apps. This was to increase engagement, user retention, marketing opportunities and capture more consistent data.
To hit this target while also delivering more value to the users by addressing their needs, we had 2 workshops involving the whole apps team and some wider stakeholders to find the best opportunities.
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Team workshop
I hosted a workshop with developers, QA, designers, product manager plus anyone from the wider teams who wanted to join in. This way we got the benefit of many diverse perspectives and contributors.
What are the benefits of signing in?
Who will benefit the most from signing in?
How might we increase visibility and demonstrate value of signing in?
How might we optimise the current sign in and registration process?
Prioritisation
After gathering 10s of good ideas including new features and enhancements, the next step was to evaluate their usefulness to the business need and the user needs. We did this via a series of prioritisation charts, ending up with a distilled group of ideas that had a high chance of success and would not be too demanding on the developers.
Delivery
From the many ideas, we prioritised 3 experiments plus optimisation to release to 1% of users and see how this affected behaviour. These are small bets that we can use to test, and then double down on what works.
Our hypothesis was that these changes would achieve an increase in sign-ins without incurring a decrease in engagement (session frequency, session length).
1. Onboarding screen
The Rightmove apps at the time had no onboarding process whatsoever. This seemed like the perfect time to prompt current account-holders to sign in, and perhaps to demonstrate to non-account-holders the value of registering an account.
2. Tips & hints
The Rightmove apps at the time had no onboarding process whatsoever. This seemed like the perfect time to prompt current account-holders to sign in, and perhaps to demonstrate to non-account-holders the value of registering an account.
3. Making important features visible
The hack to using Rightmove is to leverage 2 features: Save search, and Create alert. In Android, these are currently hidden behind a kebab menu. By bringing these out (and improving the UI while we are at it!) we can surface sign-in features while nudging users toward the features which will help them complete their tasks and give a smoother user experience.
Old flow / UI
Improved flow / UI
Outcome
MONTHLY SIGN INS
33%
After 4 weeks of being live in August, the onboarding screen added roughly 22,000 additional sign-ins (including registrations) to the monthly average in Android, which equates to a 33% increase in sign-ins over the same month-on-month period. Since the goal was 5% overall uplift in signed-in users, if the onboarding screen continues to perform as well for another month, we ill hit that goal - anything beyond that is added bonus. Implementation in iOS is currently underway.