Skills you'll build
Reframing features to improve perceived value
Using context to boost feature retention
Designing perk flows that reduce churn, not just noise
Premium dating subscriptions, VPN access and weekly sausage rolls—what has happened to banking?
Instead of a single and clear value proposition, premium bank accounts are mostly bundles of loosely connected features and perks.
It's difficult for any individual to browse through a tier comparison table, and assign an expected value to each option. They don't know what they'll use, or what it's worth.
A similar disconnect happens all the time in software (with features), making it much harder to onboard and retain new customers.
Companies grow, they add functionality to appeal to a wider audience, and over time create experiences that feel bloated, unfocused and incoherent.
Perks go unnoticed, users don't perceive features as being relevant or valuable, and the companies are left scratching their heads.
Yes, this is a case study on Monzo, and their unusual pastry giveaway.
But it'll also demonstrate techniques that I've used, in many industries, to increase feature usage, retention and ultimately, alter how users perceive the value of your product.
Case study
Written by Peter Ramsey
