The challenge

In a world of constant jostling for search position, where people often don’t realise or remember which website they’re on, how do you keep people coming back?

Sure, you’ve got a weekly newsletter, you’ve got social. But they’ve got their own challenges around earning and keeping attention.

With existing credit reporting and energy bill monitoring, and a community forum all requiring separate logins, usage is splintered into disparate groups – a Venn diagram of user groups with only a modest overlap.

The strategy

• Create ‘one account to rule them all’
• Add the newly-launched mobile app to the same pot
• Build new, enhanced features in the ‘logged-in’ app for members based on existing propositions
• Explore new ‘monitoring’-style features in app that provide something useful to users (and create log-in hooks)
• Add logged-in features to website to bridge gaps between propositions and encourage exploration

Execution

🥇 One account now rules them all

Credit reporting, energy monitoring and app all using same membership base

🧑‍💻 In app

• App uses the ‘one’ login
• New logged-in dashboard launched with:
  • Energy monitoring data and switch progress tiles
  • Credit and Affordability scores, and debt total tiles
  • Personalised spending tips powered by open banking insights
  • Car and Home Insurance, Broadband, and Mobile Phone bill detection powered by open banking integration
• Automatic, persisted access to full credit reporting and energy monitoring propositions when logged in to the app

🧑‍💻 On web

• Article saving and email subscription management features launched introduced in web with session persisted visiting

Results