Business Context

Chime has launched a redesigned new-member onboarding experience in the Chime app for users who have just created an account. The Growth team wants to know whether the new onboarding is actually better than the current flow, not just whether more users finish the screens.

Metric Scenario

In the current onboarding, 1.2M new account holders enter the flow each month. Today, 78% complete onboarding, 61% link an external bank account or set up direct deposit within 7 days, 48% make a first qualifying transaction within 14 days, and 34% are retained in week 4. The redesigned flow reduces screens from 8 to 5, adds clearer direct deposit education, and personalizes next-best actions. Product leadership is asking for a metric framework that captures immediate conversion, downstream activation, and early retention, while protecting against a flow that is easier to complete but produces lower-quality users.

Requirements

1. Define the primary success metric you would use to judge whether the new Chime onboarding is better than the current one.
2. Identify 3-5 supporting metrics across the onboarding funnel, activation, and retention.
3. Specify guardrail metrics that would tell you the new flow is causing harm.
4. Explain how you would segment or decompose the metrics to diagnose why performance changed.
5. State how you would interpret a case where onboarding completion improves but 14-day activation or 4-week retention declines.

Data Available

• onboarding_events: user_id, step_name, step_order, event_type, timestamp, app_version, experiment_variant
• member_profile: user_id, signup_date, acquisition_channel, state, device_os, KYC_status
• funding_setup: user_id, bank_linked_flag, direct_deposit_enrolled_flag, timestamp
• transactions: user_id, transaction_id, transaction_type, qualifying_transaction_flag, amount, timestamp
• member_activity: user_id, active_day, session_count, retained_week_4_flag