Sale Funnel Redesign
Because market
A sale funnel to sale underwear to senior people.
Role: Design Lead (actually the only designer)
Teammate: PM, Engineers, Data Analyst
Duration: February 2020 - Present
Tools: Figma, Adobe Photoshop, Adobe Illustrator, Mixpanel, Atlassian, Google Doc.
Whatever it is, the way you tell your story online can make all the difference.
— Quote Source
“Whatever it is, the way you tell your story online can make all the difference.”
— Quote Source
“Whatever it is, the way you tell your story online can make all the difference.”
— Quote Source
The process.
1. D E F I N I N G T H E P R O B L E M
Deep dive inside before going outside
We started by deep diving into the current flow, and below is the end-to-end experience for customer onboarding.
Problems for Users/shoppers
Confused by the current funnel, .
Problems for business
Low conversion rate, current is 2%.
Users’/shoppers’ goal
Try this product for free, potentially subscription.
Business goal
Higher Conversion rate, serve more target users.
1. D E F I N I N G T H E P R O B L E M
Flow Analysis
We started by deep diving into the current flow, and below is the end-to-end experience for customer onboarding.
Key finding on Mixpanel, we saw 74% drop off on the Quiz part, so we spend more time on Quiz to see what’s not working and what could be improve.
Acquisition Funnel Flow
Acquisition Funnel Flow
0. B A C K G R O U N D
Design Iterations
Users landed on the landing page, it’s a great opportunity to acquire new users/shoppers, but the current conversion rate is not ideal.
Problems for Users/shoppers
Overview
After users complete purchase, this page displays the specifics of the order, delivery date and length of trial period. This page explains next steps for this order.
My Role
Interaction design
Visual Design
Prototypes
Tools
Figma
Adobe illustrator
Problems for Users/shoppers
Low transparency
Merchants don’t have visibility into the uploading process. The current uploading modal only shows a spinner when the customer data is being imported, but doesn’t give insight into the progress or how many rows are being uploaded.
Limited merchant control and low tolerance for errors
Merchants cannot cancel the job during the uploading process when they get stuck (e.g. when the file is too big) or upload the wrong file. Currently, the only way to cancel these items is to call customer support to file a ticket that cancels everything in the uploading process, which can be frustrating for merchants.
Extra steps for replacing the file
If merchants want to replace the CSV file, they need to delete it first and go back to the initial modal, select and add the new file to be uploaded. Whenever merchants click on the delete button (the trashcan icon), they will always be directed to the initial modal for adding the file. They cannot replace the file directly when the added file has errors or they simply want to upload another file.
DEFINING THE PROBLEM & GOAL
Problems for business
Decrease in trust
Customer importing feature is very important for the merchants, especially for those who migrate from other e-commerce platform and retail stores. Any user friction due to lower transparency will lead to a decrease in trust for our platform, and low trust battery will cause a higher churn rate, which will impact the company revenue.
DEFINING THE PROBLEM & GOAL
Goal
After doing a heuristic evaluation with team members and gathering context from Product Support Network (PSN) which keeps track of all merchant frustration based on their communication with the customer service. I listed all opportunity areas and proposed the possible design changes, and validated them with developers as Product Managers based on value proposition, business value and technical feasibility. Therefore, we further narrow down the problem scope: