PIN Adoption 2.0
How We Experimented to Drive PIN Setup Among New and Existing Cashless Users
🏢
GrabFin
🗓️
2021
👤
Senior Product Designer
🚀
Launched
🎯
+8% PIN Adoption Rate
WHY PIN?
User accounts taken over by fraudsters reached an all-time high
The absence of multi-factor authentication (MFA) damaged user trust and attracted scrutiny from local regulators regarding Grab's account security measures. To address this, the GrabFin Trust team implemented a mandatory PIN setup on all cashless transaction flows.
PIN ADOPTION 1.0
We want users to adopt PINs for their protection
In phase 1.0, our aggressive approach to mandatory PIN setup led to a 4x increase in adoption. However, we observed that 13% of existing and 5% of new users in Singapore, Malaysia, and the Philippines did not complete their PIN setup, resulting in decreased cashless spending and wallet top-ups.
THE PROBLEM
Mandatory PIN setup in phase 1.0 discouraged both new and existing users from engaging in cashless spending and topping up their Grab wallets.
MY ROLE
As an individual contributor on the GrabFin Trust team, I identified optimal trigger points in user flows for prompting PIN setup. I collaborated closely with my Product Manager, Product Analyst, and Content Writer while also working with the design system team to create a standardized bottomsheet component.
LEARNINGS FROM 1.0
Where and why were users dropping off?
To understand the barriers to PIN setup, my team and I revisited phase 1.0 PIN prompts user flows, designed by a previous team.
We identified that:
Directing users to the PIN setup onboarding screen disrupted their intended tasks.
Many users immediately selected "Do It Later" leading to low conversion rates on the 'Finance' home screen.
The "Do It Later" option returned users to previous screens, where they either set up their PINs or dropped off entirely.
Users could still use existing payment methods without adding a new card or topping up their wallets.
OVERALL HYPOTHESIS
Based on insights from phase 1.0, timely prompts for PIN setup could enhance cashless spending and wallet top-ups.
THE EXPERIMENT
Validating hypotheses for informed decision-making
For our experiment, we developed a few hypotheses for validation:
Hypothesis #1
Users are more likely to set up their PINs when they can complete their intended tasks first.
To test this, we triggered PIN prompts at the end of a 'Top-up' flow. Instead of a full page, I went with a bottomsheet to create a clear distinction between flow completion and the prompt.
Hypothesis #2
Users are more likely to set up their PINs for high-value transactions when reminded there is a risk of not protecting their accounts.
In this scenario, we prompted PIN setup only when transactions exceeded a specific threshold (i.e above $XX). Also, we ensured that the messaging was crafted to be more contextual and relevant.
Hypothesis #3
Most (non-android) users can dismiss the bottom sheet via the dark overlay, however, a "Do It Later" button may drive higher conversion as it indicates clear intention.
Lastly, we compared two variants of prompts: one with a single CTA and another that included the "Do It Later" option.
THE RESULTS
What we learned from our experiment
Observed a higher PIN adoption when prompted at the end of a flow.
High-value transactions did not always equate to high-risk from user's perspective.
A single CTA resulted in more click-thru but also higher drop-offs as foreseen. Interestingly, compared to a double CTA, it still achieved a higher conversion rate.
DESIGN SYSTEM COLLABORATION
Standardizing bottomsheet component
While working on our individual projects, a couple of designers and I noticed varying bottomsheet styles and interactions in the design library, leaving us puzzled about which design to use.
To address this dilemma, we collaborated to create a standardized design system component that ensures consistency for all designers.
