How do you excite people enough to not only start but complete signing up to your product? How do you find gaps in your own products based on data and user feedback? What kind of experiments can you run to create a seamless user experience? ✨ To get some inside tips on how N26 approaches these challenges, join Blake and Akarsh as they walk you through what it takes to build and grow a bank from scratch! ⚡️In this presentation, they showcase specific examples of what works and what doesn’t when building an experience that not only serves a purpose but will make people want to share with their friends and family.  ✅ This talk is for entrepreneurs, product managers, UX designers, marketing & data science people, and anyone who wants to build great digital products. Blake Hodgson is a Berlin based Australian designer with a passion for crafting intuitive interfaces that are enjoyable to use. Outside office hours you can find him around the city with his camera or enjoying the odd eggs benedict here and there. Akarsh Sangh is a designer and engineer from India currently working as Product owner for Growth at N26. Previously he has studied, lived and worked in Delhi, Amsterdam, Copenhagen, Singapore and plans to continue his cross cultural wanderings.

2. » Growth @ N26 «
The Family, Berlin
2
December 2017
#TheMobileBank

3. 3
Aka h S h
Product Owner, Growth
Bla g o
Experience Designer, Growth
#TheMobileBank

4. Today
N26
4

5. First mobile bank
in Europe
5

6. Coming soonActive Countries
Live in 17 countries
550kusers
>
6

7. Paperless
account opening
7

8. Real-time
banking
8

9. One click access to
financial products
9

10. Lower CACs
Superior user experience
Scalable organization
No branches
Banking across borders
Live in 17 countries
No IT legacy
Most modern tech infrastructure
Competitive
advantage
10

11. Growth team
What do we do
11

12. 12
Drive conversion
We are working towards getting people to become
financially active customers
Make it easier for people to get the
best N26 experience
Our goal is to give people a taste of what the entire N26 experience looks like with the
first touch points they have with us.

13. Acquisition channels Signup form
Organic
Paid
Referral
Others
Confirm email Select Mastercard Verification Use the bank
€ €
App Store
13
User journey

14. 14
Work
How we work
14

15. Repeat the cycle
Iterate and improve customer experience & business impact
Build lightweight experiments
Conduct low effort, high impact tests
Measure success
Set clear goals to measure your results against
Identify opportunities
Start with a hypothesis
15
BuildRepeat
Identify
Measure
How we work

16. Some of our users were not receiving their mastercard’s.
Problem
16

17. 17
Before
All markets

18. Hypothesis
18
Our shipping provider is sometimes not able to identify the correct addresses as
entered by the people.

19. 19
After
in Germany

20. 20
After
in France

21. Card return rate reduced by approximately 30% by making this small change in
the address form field thus reducing the number of cards returning to N26.
Result
21

22. [ Photo of Bea sorting cards ]
Our success metric was the happiness of this person and the less number of
cards she has to sort out
22

23. Cards being returned to N26 due to the shipping address not being correct
Ex. Postal code in Germany is always 5 digits, and sometimes people have
typo’s, which cause the cards to return to us.
#Iteration 1
23

24. 24
implementing Google Maps Geolocation API
After

25. A lot of N26 customers are expats, people who move to Europe from different
parts of the world. They have different ways of entering their addresses and
always might not be aware of what is the correct way in a new city
#Iteration 2
25

26. 26
After
adding a note field in Germany and France

27. 27

28. Inflection point in Growth

29. Looking for opportunities

30. Acquisition channels Signup form Confirm email Select Mastercard Verification Use bank account
€ €
30
User journey

31. 31

32. Identify opportunities
32

33. Users were finding it difficult to enter their phone number.
Problem
33

34. 34

35. 35
“Don’t make me think” refers to the idea that
when a web site makes you stop and think about
what you’re doing, it’s making your life harder, and
perhaps isn’t designed as well as it could be.

36. Users from different regions have different ways of entering their phone
numbers, which we were not accepting.
Hypothesis
36

37. 37

38. 38

39. 40%
Before
8%
After
39
Error on phone number entry

40. Internationalisation doesn’t only mean
translations
Takeaway #1
40

41. Users were starting but not completing their verification call and dropping out
Problem
41

42. 42

43. 43

44. 44

45. 45

46. Intro screen
46

47. 47

48. Intro screen
48

49. Users weren’t reading the content within the checkboxes and were therefore
not prepared for a successful video call.
Hypothesis
49

50. 50

51. Video
51

52. 50 sec video:
Open rate <50%
52

53. 53

54. Video
54

55. 55

56. 56

57. 57

58. 58

59. 59

60. 60
Before

61. 61
Region specific
documents
Speed testsVideo content Stand alone T/C’s
After

62. -44%
Poor internet connection
-26%
User cancellations
62
Call failure rate

63. Don’t focus on moving users from A to B in the
fastest way possible if it hinders their
experience
Takeaway #2
63

64. There was a significant delay for people starting the verification call after
choosing their mastercard
Problem
64

65. 65

66. Switching devices is hard without a seamless experience between them
Hypothesis
66

67. 67

68. Switching platform is hard, embrace a seamless
hand off experience
Takeaway #3
68

69. 69

70. 70

71. Focus on building an enjoyable experience
Takeaway #4
71

72. 72

73. 73

74. 74

75. 75

76. 76
AfterBefore

77. 77

78. 78

79. 79

80. 80

81. Create an experience people can’t wait to tell
their friends about
Takeaway #5
81

82. » Our users tell a better story about us
than we do. So let them do that... «
– Brian Chesky
CEO, AIRBNB
82

83. Friend referral program
83
People can get rewarded for inviting their friends and family to start
using N26.

84. 84
AfterBefore

85. Create an experience people can’t wait to tell
their friends about
Don’t focus on moving users from A to B in the fastest way
possible if it hinders their experience
Switching platform is hard, embrace a seamless hand
off experience
1
85
Recap
2
3
5
Internationalisation doesn’t only mean
translations
Focus on building an enjoyable experience.
It matters.
4

86. 86
Questions?