Sale Funnel Redesign

Because market

A sale funnel to sale underwear and personal care product to senior (50+) 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.

Because market

A sale funnel to sale underwear and personal care product to senior (50+) 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.

We started by deep diving into the current flow, and below is the end-to-end experience for customer onboarding.

Problem statement

Low conversion rate, current is 2%. we see a huge drop off rate in the Quiz section.

Goal

For users: Try this product for free, potentially subscription.

For business: Higher Conversion rate, engaging with more target users.

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.

After User interview, we list high medium and low UX/business impact.

In addition to Key finding on Mixpanel and User interview, I started to see how competitors do and other subscription funnels.

In addition to Key finding on Mixpanel and User interview, I started to see how competitors do and other subscription funnels.

In addition to Key finding on Mixpanel and User interview, I started to see how competitors do and other subscription funnels.

In addition to Key finding on Mixpanel and User interview, I started to see how competitors do and other subscription funnels.

In addition to Key finding on Mixpanel and User interview, I started to see how competitors do and other subscription funnels.

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.

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.

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: