How we drove more customers to Asurion's new stores

Scheduler • Stores Initiation
INTRO

In 2019 Asurion bought a well known repair store chain called Ubreakifix to extend their repair services in order to reach out non subscribed customers. When something happen to their device, people can walk-in to a store or locate a store through online search and check for services offer. Many tend to schedule a repair in-store to be in peace of mind, that’s why there Asurion has an online experience for the stores.

Business Problem

A large number of users enter the Asurion web funnel via marketing, but eventually do not show up at the stores. Also, the new stores needed to go through a rebrand.

Research Shows

In-store repairs are usually preferred by consumers, however the current flow isn’t converting well enough.

Main Goal

Increase customer door swings by digital conversion.

About Asurion in-store repair

People usually look online for solutions near them when their devices break. When they enter the flow, they are lost and don’t get all the information needed to gain trust in order to book repair in-store – so they drop off.

 

Also, they come from different places and go through different journeys in the flow. Not everyone comes from the same area and takes the same steps..

I have a broken device

1

Looking for a solution online

2

Schedule an in-store repair

3

Get a repair in-store

4

Device repaired!

5

Current state

The store’s digital funnel attracts a large number of potential customers, 
but they don’t convert enough to show up to the stores.

0 +
Asurion stores across the US​
0 K
Enters the 
digital flow*
0 %
Comes to the stores from digital flow*
PER MONTH*

Identifying the pain points

Interviewing customers and observing user sessions helped us identify 3 problems in the current flow:

ℹ️

Missing information 

in key areas

1

🤯

Overlapping steps

and dead ends

2

💔

Lack of trust in 

the brand service

3

So we started ideating for solutions in order to overcome those pains.

Solution #1

Providing three new information areas

Our Promise
Drawer with information on the service.

A fixed area for general information on Asurion’s offering and benefits. This area is accessible for our users across the flow.

During our research, interviews and viewing of user-sessions, we saw that in the old flow, most of the users leave the flow in order to read the missing information on the main page, which disconnects them from the flow, and creates frustration. That’s why we decided to make the benefits area accessible for them throughout the entire process through a drawer.

 

Also, we made this area sticky with the main call-to-action button, since in the previous flow the user needed to scroll down to find it.

Expert Bubble
Our expert will walk you through it.

A feedback module that provides relevant information after a user has made a choice, to reduce concerns and gain trust.

We knew the users were looking for information about our services depending on their specific issues, but we didn’t want to overload them upfront, so we made personalized messaging popups that sent back feedback following their actions and give them valuable insight from their experts. By reducing user concerns about our services, we can strengthen their feeling to continue forward.

Map Pins
Where? When? Whatever fit your needs.

Helping the user make a better decision by highlighting useful information. 

We have provided our users with relevant information through pins and store-components on the map, such as the location of the stores, the nearest available time for appointment, and whether the store is open now or not. The information was delivered in such a way that it does not burden the user, and gives him the correct and up-to-date indication that helped to build trust and progress in the process.

Solution #2

Providing a seamless experience from multiple entry points

One of our main problems was repetitive actions or overlapping steps, so we improved the service flow in a way that no matter where the user comes from, he will continue in sequence through the flow and won’t need to re-enter details that he already filled, and without taking the same action all over again.

We did this by mapping of all the edge cases and dead ends, collaborating with different strategic teams that have entry points for the experience, and working closely with the design system and the research team to ensure we cover edge cases and base our decisions according to our users.

We started with an MVP version

To test our solutions and hypotheses. Initially, we focused on mobile, then we developed for desktop.

The Results

The new experience increased conversion by more than 30%
0 %
Previous conversion

Previous

0 %
Came to store from digital flow​

Previous

0 %
New conversion

New

0 %
Came to store from digital flow​

New

Responsive work and components

Working closely with other strategic teams, together with the design system team, we developed global components for multiple teams’ usages across the organization to retain a seamless experience between all the different services we provide and align it to the brand and design foundations.