N26's first Annual Feature Release
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CONTEXT
When it comes to multi-feature apps like banking, there's often a stream of new features, existing features updates, and new UI/UX enhancements rolled out every few weeks. Most of the time, however, these features go unnoticed often because they launch on 1 or 2 channels, and masquerade as a blog post or a banner – failing to garner attention or awareness with users, much less get to first use or sustained adoption. Ultimately, these premium customers who pay monthly fees feel they don't get enough value for their money and end up churning or downgrading to free.
CONTRAST
Instead of launching these small features in fragmented ways, it made a lot more sense to combine these several small features into one release and position them as one big update to the customer's mobile banking experience. Features were bundled together into key JTBDs that customers wish their banking app would help them accomplish – control, visibility, and value.
CONSTRUCT
We build New in N26 as a recurring comms. property for Product Marketing to ship new Premium Features in 2 releases - Summer and Winter, and build fluency around the property with premium members.
Broad & Targeted: We started with the Winter Release in 2022 – launching 9 new features for premium members with a hard-to-miss digital campaign to drive awareness on all our channels, followed by targeted feature comms. based on what might be most
Everything, everywhere: In addition to social, display, blogs, and the website, we built entirely new in-app engagement screens that surfaced these features with explainers making it easy and obvious to premium customers how the app they love enough to subscribe to keeps getting better every year.
RESULTS
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Awareness - 90%+ Reach with MAUs during the campaign duration
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Engagement: Some features saw +11.2% increase in adoption in Month 1
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Conversion: +6% higher upgrades from the free tier to one of the paid tiers