Status: In progress / Role: Lead UX Researcher
Responder Churn
Our existing responder acquisition funnel was quite bad - there was significant drop off and a lot of internal folks attributed it to our responders being volunteers and not always being able to fully commit to it. However, the organization was putting money and resources into the process to onboard and train them; their eventual churn was costing us a ton of money per year!
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Each responder training and onboarding cost us roughly ~$1008.
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All applications that were accepted triggered a background check via Checkr, which cost us $10 per individual.
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On average every 6 months, we saw about 19K applicants get accepted to become a responder, but only 7K ended up taking their first conversation.
Research on responder churn consisted of:
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Surveys - to assess, at scale, what was causing responders-in-training to drop off during their onboarding.
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User interviews - interviewed user segmentations to uncover motivations and barriers of going through onboarding and training. User segments included: non-trainees, deferred (didn't finish trainee), late melters (didn't take first conversation, but finished training), and churned responders.