Iterating security content for 2-Step Verification

Core competencies

Current state

Content goals

  1. Set up clear expectations for 2-Step Verification push notifications.

  2. Align copy with updated 2-Step Verification messaging strategy.

  3. Keep the language concise and simplify the flow.

Updating messaging hierarchy

The team had various opinions on how to clearly set up client expectations. To align on a solution, I compiled all related messaging points and worked with stakeholders to re-prioritize them by importance. This exercise was a collaborative effort to agree on what the refreshed campaign would accomplish.

Impact on content: Content was drafted based on the updated messaged hierarchy. I focused on explaining the technology and lead with the benefit.

Advocating for better UX

There was a high drop-off rate in the enrollment flow and I knew content was just one of the things that could address this issue. To minimize the effort to enroll, my designer and I advocated for the tech team to explore solutions that could reduce taps. New services were integrated to enroll with one step.

Impact on content: The new experience is more direct so the button text was updated to reflect the action that would be completed. Opted for a more prominent success message to reiterate the action that was taken and how users could undo the action.

Consistency across all messaging channels

I connected with other content managers and the marketing team to stay informed on the updated 2-Step Verification communications strategy. 2-Step Verification was a strong initiative for Ameriprise and it was important that client communications were synced across all messaging channels. 

Impact on content: To align with the 2-Step Verification communications strategy, the header was updated and the secondary button takes an aggressive approach. Content moved away from the security benefit and leaned into impacts of the 2-Step Verification mandate effecting all users.

Tracking KPIs

To track the impact of content, enrollment rate from the app and changes in login errors would have been important to follow.

Next steps

After this campaign was refreshed, we’ve continued to iterate content and test multiple versions as 2-Step Verification awareness evolves.

The process

The ask

We’d received an uptick of customer service calls where users with 2-Step Verification push notifications were stuck at login. To reduce login errors, I was asked to refresh our enrollment campaign.

Problems with current state

  • Copy is vague and unclear. Clients successfully enrolled in the campaign however they had trouble logging in, suggesting the copy didn’t explain the technology clearly.

  • Copy is outdated. The communication strategy around the 2-Step Verification mandate was recently updated and so the campaign needed refreshing.

  • Enrolling in the campaign required 2 steps. There were high drop-off rates at the second step.

Deliverables

Outcome

This project highlights my ability to iterate on copy based on UX needs.