Crash Detection Auto Enable​ Access to life-saving services at Life360 should be frictionless. Auto enabling free crash detection ensures that users will have crash detection turned on for when it matters.

Over the last 3 years, Google and Apple have begun to roll out their own Crash Detection features that could impact Life360 over time. This approach ensures that users are immediately enrolled and informed after their first drive with Life360.


User Stories


Member Insights

 

 

 

 

 

 

 

 

 

User Problem

As a user I want relevant driving safety services to be enabled for me automatically, so that I can be reassured that family members will be protected when on the road.

Background

Crash Detection should be auto magic, but it should also clearly define the limitations and circumstances under which it will work. Previous iterations of Crash Detection require users to go through 6-7 screens, which still leave them confused. ​

The current Crash Detection onboarding flow 60% of users drop off from the first screen to the next screen. They typically spend 5 seconds on that first screen, after that they're spending 1-2 seconds on the subsequent screens. This means we'll need to do our best to get them all the info they need in 15-20 seconds or less.

HELLO

Work

EXPERIENCE

THINKING

ART


Previous Crash Detection Activation Flow

 

 

 

 

 

 

 

 

 

Goals and Metrics

Improve the Crash Detection enrollment rate and M1 retention for users. Drive awareness for Crash Detection, radically improve the activation rate for Crash Detection and automatically enable Crash Detection for members.

Hypothesis

If we automatically turn on Crash Detection for users after their first drive, then users will retain at higher rates and experience more value earlier in their lifecycle.


New User Journey for Crash Detection Auto Enable

 

 

 

 

 

 

 

 

 

Experiment Details

The autoenablement portion of the experience only applied to Circles where new Android users join and complete their first drive. This setup meant most of the impact would be observed within our new reg cohorts on Android.

On the client, Android users in the auto enabled Circle saw a skippable video after Crash Detection was auto enabled, a pillar card for them to reenter the experience, and an inbox message that deep linked to the video; iOS users received a push notifying them that we’ve activated Crash Detection for their Circle.


New Crash Detection Auto Enable Onboarding Flow

 

 

 

 

 

 

 

 

 


How it works

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


Live demo (Android build)


Video Storyboard

 

 

 

 

 

 

 

 

 

Phase 1 Experiment Results

The first experiment targeted 10% of all new Android users in the U.S. and we sent a survey to all Circle members that were autoenabled and to users in the control group. We found:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The test group indicates a 74% relative improvement in the awareness gap between enablers and non-enablers. And a 159% relative improvement in the D7 activation rate of Crash Detection

 

Phase 2 Experiment Results

Increase the rollout to 50% of all new Android users in the U.S.

 

 

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