Shopping Experience

Who are the consumers?

I conducted a competitive analysis, studied user trends through heatmaps and drop off funnels, and read through customer success tickets to paint a clearer picture on who the consumer was and what the problems to solve were. With this information I had a better understanding of who the target audience was and how to improve the product for them

I had a better understanding of why users signed up

With this, I improved the sign up funnel with a personalization quiz.

As a business, this accomplished two things. The first is to learn what categories users will likely shop with and the second is to educate the user on the offerings.

For the user, this was the beginning of earning trust. The information they input at sign up will be followed through in personalizing their shopping experience going foward.

Result: increase in member conversion and improved lifetime value

The next step was to improve the consumer shopping experience

I worked with the marketing strategist to gather data* on shopping behavior

In order to identify improvement areas and prioritize, I needed to know the following:

What are users searching for?
What is their preferred browse method?
What issues are being brought up?

*Amplitude events, Algolia analytics, customer success tickets

Result: introduce new features and improve existing flows that led to an increase in order conversion and average order value

I moderated user interviews with the consumers

Research goals were to identify

Why do users lapse?
What would be compelling reasons to stay?
How could we have improved?

Result: improved the cancellation flow that led to a decrease in customer success tickets and decrease in lapse rates and introduced a new management flow that introduced upsells and item switches to increase take rates