Growth Optimization for Shop and Box Business

OBJECTIVE: Improve conversion rates by improving the subscription box funnel and by designing a MVP shop experience for Dia&Co customers

MOTIVATION: Dia&Co initially started off as a subscription box company and based on customer demand, needed to expand into e-commerce.

MY ROLE: Senior Product Designer with Product Manager, Product Marketer, and 2 Engineers

MY ACTIVITIES: Requirement Gathering & Analysis, Flow Maps, A/B tests, UX / UI, Prototype Creation, User Testing, Story Grooming

IMPACT: The reduced checkout funnel that I designed for subscription boxes resulted in a 25% increase in conversion than the control. The MVP shop has provided key takeaways that informed the long-term Shopify implementation that launched in November 2019. Optimization tests are in still in progress.

1 - Customers want more shopping channels!

Dia&Co is a subscription box company that sends 5 items to a customer to try on at home and purchase. Customers enjoy the surprise and delight aspect of receiving a box, but they also like having the ability to purchase an item that they like without subscribing to a box. Thus, we wanted to cater to that demand as quickly as possible while also focusing on a long term solution for e-commerce.

I was the lead designer on building out the MVP shop experience. My constraints were:

• build out the mvp as quickly as possible

• accept existing UX debt and only improve it if it was critical to the MVP e-commerce experience

• accept technical limitations as our backend was built for the box business and only advocate for technical improvements if critical to the MVP e-commerce experience

We launched shop in less than 3 months.

2 - The new shopping channel influences the older one

During the initial stages of designing the MVP shop, I started thinking about the style box funnel. Clearly, people want to get from the product detail page to checkout in as few steps as possible. I proposed to my PM and CEO, that we dramatically shorten our onboarding survey from a few pages to the 4 required questions that a customer must complete to move on to checkout. After checkout, a module would ask the customer to provide additional style information for us to style her box.

user flow - control

User floW - VARIANT 1

This variant beat out the control by 25% and has been implemented for all leads who return to the site.

3 - Optimize, Optimize, Optimize

Shop has the highest amount of traffic compared to every other page on our site since it’s launch in July. Since the MVP was launched as quickly as possible, I needed to implement fast follows to reduce the UX debt by:

• Redesigning the global navigation

• Adding in product details to the product detail pages (PDPs)

• Simplifying the call to actions (CTAs) from 2 to 1 on the PDP

• Anchoring the CTA to the bottom of the viewport on the PDP

• Adding more product information above the fold on the PDP

Some fast follows have been quantitatively tested with users through Validately and others have been implemented into the website for A/B tests. This work is still on-going, but happy to discuss further in person!

Visit the live site at dia.com/shop.