Increasing User Engagement on ADP Mobile

Design Requirements

Prototype Effectiveness

Likelihood of Increased Engagement

Present information from third-party services up-front (by improving information layout or summarizing content) rather than diverting to external sites immediately to maintain app engagement.

The prototype effectively provides more information and pages for the user to scroll through. With additional enhancements to this feature, users could even sort by season or the amount of money they want to save on a purchase.

This has a high likelihood of increasing engagement because users are able to scroll through information.

Prioritize key quantitative data (PTO balance, next paycheck amount) in a clear dashboard or summary component by using data visualization (progress bar, large hero numbers).

The widget customize feature allowed users to surface relevant information on their home page and showed that users would understand this process for their workflow.

The prototype entirely replaced the Quick Tap option, which users were split on in the survey, but gave a 92% approval rating during user testing. 

The revised offers, homepage, and pay pages all give more front-page access in the prototype, which users noted were easy to read / navigate. The exception is the modified employer profile section. 

The initial setup of customizing the homepage will increase user engagement and personalization could be a key driver of user utilization. 

Reduce the quick tap options to only three primary task flows such as “requesting time off” to prioritize the features users engage with.

Continuing to allow users to make quick actions might not increase time in the app, but could increase engagement from offering a pleasant experience. 

Provide an easy, front-page way of accessing the pages of the app. 

Adding more information on a page is not necessarily going to overload users. The prototype did not test cognitive load or include lengthy information on a page, so more testing is needed.

However, based on feedback from the references to “Explore” this would increase engagement.

Design a page or section that gives employees a way to benchmark professional goals and skills. (Things to do replacement) 

This concept was partially tested through the placement of information in the “profile” page. The prototype effectively showed how more information can be given on the first screen of the page.

Users mentioned this would help them find more workplace information, which could lead to more time in the app, but more testing is needed.

Implement contextual “feature discovery” prompts within the app pages. For example, when a user is viewing their paystub, proactively surface a small, non-intrusive tip highlighting the paycheck modeling tool and its value.

The prototype did not test a user’s ability to learn a page from an on-screen tutorial. However, in testing, users did request that feature and experts did suggest that solution.

Tutorials would increase the user’s likelihood of engaging with features of the app, which was a known issue from foundational research.

Add contextual explanations or provide simple, interactive modeling tools to frame financial data points as personalized insights.

The prototype showed color-coded boxes that correlated with the colors within the pie graph. Users had mixed experiences with understanding the connection and opportunity to simulate their pay.

There was more positive feedback on this feature than there was negative and in user testing, this process gave users more information to engage with - that would increase stickiness.