The Asurion photo storage app had a density problem: onboarding took way too long, and we lost too many people along the way. We wanted to increase conversion, but the onboarding process relied heavily on an external team and authentication system.

I saw this as an opportunity to lean into our newest strategy around positioning Asurion as your one-stop shop for repair and replacement, by connecting the value of this small add-on service to a customer's larger protection plan.

Building on a backlog of rich insights (including working on onboarding experiences for our main mobility partners several years ago), I was, in some ways, a hammer searching for a nail. How might we connect the value-add benefits that come with a protection plan back to the reason a customer purchased the plan in the first place?

One such nail protruded when the Asurion Photos team was looking to increase conversion during the initial onboarding experience.

I performed a fresh audit of the experience and worked with the external team to identify areas where we had flexibility with existing API calls and highlight problem areas that we should avoid.

With clear technical boundaries in place, I posed a hypothesis to the team: connecting customer's to their overarching protection plan, and doing so early in the onboarding process, would convert better than today's control.

After some quick brainstorming, I asked the team to come up with options that treated the first part of the flow like a celebration.

Through some quick qualitative feedback sessions on UserZoom, we felt confident we were on the right path. After a week of building, testing, and setting up cohorts, we released our MVP to production and saw a 5% increase in overall onboarding conversion.

While this is definitely lower than we would have liked, it is a signal that there could be more room for goodness if we keep digging.