Making it easier to become a member

Last week we announced we’ve reached the 500,000 new member mark since we launched our new Membership in September last year.  

Earlier this year we also said that we want a million new members in 2017 and with that in mind, it’s really important that first-time users can register as easily as possible. That’s why, in our last sprint, the Membership website team focused on improving the user journey and reducing drop-outs.

Completing the online registration

To get an online member account you have to register on the Membership site. If you’re already a member then it’s a case of registering your card (or temporary card) you bought in store.

When we looked at data, only 34% of people who started to sign up as new members, ie those who hadn’t got any kind of membership card from coop.co.uk/membership were completing the journey.

Improving things for this user group is key to achieving our target of a million new members this year. Someone signing up here is potentially a new member that we might never see again if they leave the site at this point.

Something didn’t quite add up

Google Analytics told us that we were losing a significant number of people at the point where we asked new members to pay £1. At first we assumed that paying £1 was too much for some customers. But the 34% successful sign up rate didn’t match well with what we were hearing from users we’d talked to. We found that although some people questioned why we charge £1, their reactions didn’t indicate that a massive 2 out of every 3 of them would be put off by it.

From this, we hypothesised that the poor conversion rate might be down to people who were already members arriving at the £1 payment page. They would have already paid to join, so they could be the ones leaving at this point.

There are over a quarter of a million members with temporary cards who haven’t registered them yet. We know that after 28 days the chances of a card being registered falls dramatically so designing a user journey that helps temporary card holders succeed first time and become ‘active’ is vital.

How we improved the user journey

To solve this we added in another step into the process for anyone wanting to join as a new member. The important interaction change we made was to ask the customer if they had a Co-op card, rather than asking them to remember if they were already members.

screen shot of the 'check if you're a member' page showing the three types of membership card
We included images of the old ‘honeycomb’ card, the new blue card as well as an image of a temporary card as visual prompts. From there, if they have a card we take their membership number and direct them to sign in or register. Now, they don’t see a screen asking them for another £1. We only let people who say they don’t have a card progress further.

It’s working

Our latest data shows that 58% people who are routed to join follow this journey successfully: they pay £1 and become members. That’s a significant increase. Those we now redirect automatically to register are completing their journeys successfully too – which in its own way is important.

As an aside we’ve also reduced the risk of members duplicating their membership by joining online when they already have a membership number. This reduces the burden on our call centre, which currently is the only way members can link their accounts if they have more than one.

What we’ll be working on next

Our next improvement is looking at the sign in journey.

So if you haven’t done it yet it’s now even easier to join us!

Derek Harvie
Product manager

500,000 new members since September

We’ve passed the 500,000 new member mark since we launched our new Membership in September last year.

With the additional 500,000 members (531,000 is the latest figure) we have 4.16 million active members. This is fantastic because it means that there are now 4.16 million people who are earning 5% for themselves and 1% for their local cause when they buy Co-op branded products.

Celebrating 4,000 local causes with films

There are now 4,000 local causes which members can choose to give their 1% to and we were lucky enough to work with Shane Meadows on a series of films about some of them. On Monday we held a screening of the director’s cut – a combination of all the films in the series. We invited some of the people Shane featured in the films as well as local Co-op colleagues and Co-op Council members.

photograph of people watching the join us film at the screening

Hard work is paying off

I’d like to thank the whole team for their hard work making things better for our members and the local causes our members support. Of course, we’re not finished yet. We’ve already said  we want a million new members in 2017 and Channel 4 news anchor Jon Snow is one of the 90,000 members who joined us since 1 January.

Channel 4 news anchor Jon Snow holding up his Co-op membership card next to a Co-op colleague

You can keep an eye on our progress on our Membership data page.

If you haven’t already, sign up to become a member. Join us.

Rufus Olins
Chief Membership Officer

coop.co.uk/colleagues: we’re listening to your feedback

Just before Christmas we launched coop.co.uk/colleagues, a website where colleagues can find the things they need to know about working at the Co-op. In my previous post Welcome to coop.co.uk/colleagues I explained that we built it because we wanted to make information more easily available for all colleagues, not just those who have access to the work computer. Providing one, open place to access information from lots of different older Co-op sites.

The site has been live for around a month now and, just as we requested, we’ve had a lot of feedback on it.

What people have been saying

The site allows users to leave anonymous feedback on every page. We’ve had more than 70 pieces of feedback which were almost all positive. People said:

  • “It’s great that this stuff is now so accessible”
  • “Huge tick. Transparency. Access for all, particularly CTMs (customer team members), who have little access to back office policies”
  • “Easily accessible especially when you’re not a work”
  • “Much easier to navigate than finding information on the intranet”

But we know we’ve still got more to do. People also said:

  • “Don’t we have a whistleblower number or a risk hotline?”
  • “In the opportunities section could there be a link to a section about opportunities for study and self-directed learning?”

We’ve read and thought about all the feedback and now we’ll start using it to help us, improving the site plan developments and content changes. This is all part of working in an agile way.

But we know we’ve still got more to do, it’s not finished, we’ll keep iterating.

Spreading the word

When we launched in December we deliberately didn’t promote the site very much. We wanted to give ourselves time to gather feedback and think about at any issues. Now, we’re starting to share the site with more colleagues.

We posted about it on our colleague Facebook page and got some more feedback.

Written feedback from two colleagues in our Facebook group.

We wanted to help colleagues without access to their work computer to find out about the organisation they work in. Now we need to find the best ways to tell them about the site that will help them do that. If you have any suggestions, leave a comment below.

Peter Brumby
Digital Channels Manager

Making a will can be daunting. We’re trying to change that.

How changing where we give content has made our digital service easier for users.

I’m Joanne, a content designer working on the wills digital service. We’re building a new way for people to tell us what they want in their will.

Content design is finding out why people come to a web page – what they came to find out, order, apply for  –  and giving them this information:

  • in a way they understand
  • through the most appropriate channel
  • at the time they need it

How and when we give users information is critical for our service.

Why we need to make wills easy to understand

A lot of people find wills intimidating because of the complex terminology used. When you make a will you’re asked to make decisions about your:

  • ‘estate’ (the things you own when you die)
  • ‘executors’ (the people who manage your will when you’ve died)
  • ‘beneficiaries’ (the people or charities you want to leave things to)

We’re asking people to learn new concepts and unfamiliar terminology. We then ask them to make important decisions based on what they understand of these concepts. We need to make this easy, so people can be certain they’re making the right decision.

How we started trying to make it easy

We started by breaking up definitions of complex concepts using short, simple sentences and paragraphs written in a clear way. We presented this content over a few web pages before showing a screen asking the user to fill in the related question.

Screen shot of part of the wills digital service

Screen shot of part of the wills digital service

Screen shot of part of the wills digital service

We know users tend to read very little on the web – studies show only 16% of people read web pages word-for-word . We thought that by forcing users through these pages of information, it’s more likely that they’d take the time to read them, and therefore more likely that they’d be able to make an informed decision.

Initially it seemed to work. People commented on how straight-forward it seemed – it felt easy, not complex.

But, people were impatient

The further people got through the form, the less they were reading. They were scanning the pages, clicking through them quickly, and missing a lot of the information.

When they were asked a question, they skipped back and forth between screens to remind themselves of the concepts they needed to understand to answer. One person took pictures of the pages before moving on.

People were finding it time-consuming and frustrating.

And, we knew it was likely that this frustration would increase if users:

  • were in a busy environment
  • had short-term memory problems
  • had English as a second language

We realised we couldn’t truly rely on users reading, understanding and remembering the earlier information, even if we knew they would have passed through it.

We needed to rethink where and when we gave users information.

Make it easier, make it successful

By asking users to read information on one page and remember it later, we were increasing the mental and physical effort we were asking them to go through (called the ‘interaction cost’).

Having to go back to be reminded of information – finding the back button, clicking it, waiting for pages to load – also increases the interaction cost.

Research shows that usage goes down as the interaction cost goes up. So, to give our service a better chance of success, we needed to lower the effort involved to use it.

Give information at the point it’s needed

So we moved the information to the same page as the question – to the point the user needs to refer to it to make a decision.

In places, this made the pages long.

Screen shot of part of the wills digital service

So, we:

  • kept the sentence and paragraphs clear and succinct
  • broke up lists into bullet points
  • interspersed the content with logical subheadings

This makes the text easier to scan – users can jump to the section they need without having to travel to a separate section or memorise information.

We’ve reduced the effort required to use our service and reduced frustration.

We’re giving users what they need, when they need it.

Joanne Schofield

Hack Manchester Junior

This week the most brilliant young minds met for Hack Manchester Junior, at the Museum of Science and Industry as part of the Manchester Science Festival.

Hack Manchester is a 24-hour coding competition where teams of four people turn up to create a product that meets a brief, and present it, in just a day. A junior version runs over two days and is open to young people up to 18.

The junior event this week had over 110 entrants take part in hacking challenges. Coop Digital was joined by our fellow junior challenge setters Siemens, Thales UK, Greater Manchester Police, Cancer Research UK, Clockwork, GCHQ and Web Applications UK.

Our challenge was: “Make something to help people experiencing loneliness’. Tom and I had the tough task of judging the winner of the challenge. We decided that HackHorrors, who were one of the youngest teams to take part, deserved to win. They created a website that allows people who can’t get out of their house to ask neighbours to pick up provisions for them – they wanted to ‘Create a Community on your Street”.

We were happy to see two of our other entrants win prizes too. Team GCHQ>NSA, who created a game for lonely children to play, won the best school/college team challenge. Team Not Yet made an interactive robot you can speak to, for scheduling events. They won Best In Show.

For me, one stand-out team was Null Is Not Defined – four girls from Loreto College who took the Thales challenge to ‘Protect the bank’. They team created working facial recognition software in just two days and won their category.

This weekend it’s the seniors’ turn as Hack Manchester returns on Saturday 29 and Sunday 30 October. Around 350 people will be taking part in the 24-hour hackathon (which actually runs over 25 hours because the clocks go back this weekend). Emer Coleman and I will be judging Co-op’s category. I’m really excited to see what the seniors come up with, the juniors are quite an act to follow.

You can buy tickets to Sunday’s awards show.

You can see the full coverage of the Hack Junior event day 1 and day 2.

Gemma Cameron joins CoopDigital

Hi, I’m Danielle and I’m delighted to welcome Gemma Cameron to the Co-op digital team. Gemma joins as a senior developer. She’s here to help Co-op to build great digital products and also to build our relationships with the tech community in Manchester and the north west.
 Gemma-Cameron

Gemma runs Tech North West, a community of digital event organisers. She is also a member of Manchester Digital’s elected council, the independent body which represents the Mancunian tech sector and on the board of Manchester Digital Laboratory (MadLab).

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So, it’s safe to say, she’s connected. She’s the best person to help Co-op’s digital team to reach out to existing tech groups and foster new communities as we seek to build our team in Manchester.

Find out more about Gemma in this post on We Are Tech North.

Danielle Haugedal-Wilson
Architect