Chase digital customers were experiencing high levels of account fraud compared to industry benchmarks. Our team wanted to increase engagement with and adoption of 2-Step Verification (2SV), which is one of the most effecting methods to prevent fraud. There was a clear focus and pressure with internal stakeholders on the language surrounding the feature to improve success metrics.

Understanding the customers

Lack of education was at the core of the problem

• It was clear that customers cared about their account security and wanted to learn more about to engage with it
• While customers welcomed education about available security features, they didn’t want to parse through a lot of content to understand key information
• Customer were more willing to engage with a security feature once its value was clear, and if it was clear that it would be easy to implement into their experience

The impact

Purposeful friction and engagement

We introducing intentional, value-driven language based on user testing results, and a prompt to nudge customers towards enrollment higher-friction. We kept content high -level and easy to read, and included additional education in an expandable drop down to not overwhelm the page.

The results

A 12%+ increase in self-resolved account restrictions

With a more engaging and educational flow and cohesive messaging about the value of additional authentication, we saw an increase in both enrollment and adoption of the 2SV feature, with at least a 12% increase in enrollment, and continuous adoption of the feature. This led to GA release in the Chase mobile app Security Settings page.