The challenge
To make our Sport app experience feel more personal and relevant, we were challenged with asking our remaining signed-out users to create an account or log in.
To do this, we had to understand why people had resisted up to now, as well as manage reputational and performance-related risks.
How I approached it
- gathered and analysed data from previous BBC app sign-in migrations
- defined key user groups within the cohort, as well as their potential needs and motivators
- forecasted optimistic and pessimistic outcomes, and presented to senior stakeholders
- developed and proposed a 7-phase content strategy to focus on key user groups
The result
Over a six week period, we reached a sign-in rate of 97% without a drop in users or app store ratings. The remaining 3% are likely to be mostly inactive users/installs.
The learnings from this content strategy are being used around the organisation to improve sign-in experiences across the BBC.
