The Challenge

Our client, Viessmann, came to us with the project brief: How might we reduce churn of the Savings Assistant within ViCare?

• Reduce churn by at least 2%
  
• Understand the main drivers behind churn

Understanding the Problem

• Growth much lower in 2022 (13 p.a. needed, currently 2% p.a.)
  
• % of paid ViCare+ subscription of total ViCare users: 1,1%
• Churn rate yearly subscription: iOS: 4,7%, Android: 10%

Identifying problems behind churn

Customer Journey

In depth testing of ViCare & Savings Assistant and documentation of customer journey.

Purpose: identify problem touch points.

Competitor Analysis

Focus on Tado on feature level involving installation and test of Tado.

Purpose: identify best practices.

User Interviews

Purpose: identify reasons behind churn.

User Interviews

Method

• online live (~ 60 min)
• qualitative interviews with different foci & tasks

User profiles

• 5 users, all male, 35-70 years old
• 100% house & heating system owners
• volunteering users of ViCare Beta Tester Group
• technically affine and interested
• _3⁄5 had smart thermostats installed

Key Insights

• Expectations on paid premium functionalities are prominently skeptical (for heating system owners)
• The features aren’t really providing practical value as the users feel that they can’t do anything about them
• Individual recommendations for actions are seen as very practical and helpful
• No overview of savings and analysis to create real value

Prioritized problems behind the reasons of churn

Impact/effort prioritisation workshop

High Impact / Low Effort Ideas

• Make “Activities” performed by the SA visible
• Notify the user of specific wins while using SA
• Ask user for feedback while using SA, as well as during cancellation flow

High Impact / High Effort Ideas

• Weekly/monthly savings reports
• Display (estimated) savings achieved through SA visible to the user
• Make personalized suggestions based on the user’s heating setup

Final design and the outcome

At the end, we decided to separate the navigation and the functionality of each step, and keep them on the left and right sides of the X-Ray image.

The visual design was

Impact

• Launched the savings overview to a group of beta-testers first.
  
• Three months after the first changes have been launched. the churn rates dropped down to iOS: 1,3%, Android: 4,8%