Improving consumer retention for Link, a digital wallet.
Project sneak peak
Background
Stripe introduced Link, a digital wallet offered where payments are processed by Stripe, in 2021. A year later, data found that after signing up for Link, not enough consumers were using Link for subsequent payments when they had the option. We set out to learn how we could improve Link retention.
Consumers who had signed up for Link in the past would be presented with this user experience flow the next time they had the option to pay with Link on a website.
Research questions
What causes consumers to use, or not use, Link after they sign-up? Why?
Of consumers who choose not to use Link after signing up, how many are internally motivated not to use Link? How many are aware of the choice their making?
Project team
My role: Lead user researcher
Immediate team: PM, EM, lead designer, and DS for Link product
Key stakeholders: Stripe Consumer Business Lead, Head of Link Product, Head of Link Product Design
Impact
Insights from this project led Link to redesign the sign-up and returning purchase flows for Link to increase brand prominence. The insights also played a key role in swaying Link’s leadership team to invest in two tracks of foundational user research to help Link understand: 1) how to build Link in a way that attracts and retains consumers, and 2) how to position Link’s brand to attract consumers.