Problem: The biometric sign in enrollment rate for the Chase mobile app was not measuring up to industry benchmarks, and account fraud rates were high because of the lesser security options available on browser account sessions.
Impact: We redesigned the biometric enrollment experience on the Chase mobile app to be more engaging and educational, resulting in an increase in biometric enrollment and biometric sign from our customers.
Voice of the customer
Insights:
- Most unenrolled users assumed biometrics is a less secure sign in method than a password.
- Customers feared about increased lack of data safety when using biometrics
- Customers who were enrolled liked the convenience of biometrics
Action:
- We added educational and engaging content along every step of the enrollment flow to encourage users down the funnel.
- Content highlighted convenience factors, data privacy, and ability to opt out of the feature to appease the apprehensive attitude towards biometrics.
