product design lead
04.10 - 04.26 (2024)
Sign-up, Shopping
Myself, 2 PMs, 2 Eng
The business' payback period is lengthening due to passive shoppers
Hypothesis:
By providing extra savings with a premium membership, passive customers will increase their order frequency, leading to a boost in profit
problem space
recap
What is Misfits Market?
An online grocer that requires users to sign up with a free account to shop
What are the consumer insights*?
Competitive pricing is the number one reason customers choose to shop elsewhere
88% of consumers shop at other grocers and of those, 74% do so due to price
*4,334 customer survey responses
Identify relevant, impactful moments to nudge users to opt in
Don’t disrupt the momentum
Simplify key information
Educate gradually
strategy
strategy
Best representation of benefits?
Promote without comparing
While I was exploring different ways to create the most compelling opt-in experience, I found that presenting the perks of the program on their own accomplished that goal while not making the base product look weaker in comparison
ideation
I ran an unmoderated test panel with 10 users who
📅 Are the primary shopper of their household, shopping atleast weekly
📱Experience with delivery mobile apps
My goal was to identify which concept accomplished the following:
Entices consumer to join program, Is the clearest representation of savings, and least disruptive to everyday shopping
testing
🚀 90 days after launch
Order frequency +12%
Gross Margin Value +$24
Misfits+ opt-ins 12K
This program was launched as an A/B test
outcome