Post Purchase Redesign
Project Overview
Because Market sale funnel offers Free Starter Box with a monthly subscription which contains underwear and personal care products to senior (50+) people.
Goal: Optimize the Free Trial Funnel experience to increase the conversion rate, help users make decisions faster, and acquire more new users/customers.
Project Type
B2C, End-to-End project, E-commerce platform Desktop & Mobile
Target users
50+ people in the U.S.
Duration
4 weeks
(April. 2021 - May. 2021)
My role
Design Lead (Research, Interaction Design, Visual)
Teammate
PM, Engineers, Data Analyst
Outcome
🎉Conversion Rate increases %
From % to % conversion rate.
What’s new?
Great! you are all set.
1: High light the deliver date
2: Hight light user’s email address
3: Brand fonts.
What’s next?
1: overall font size increased
2: new language
3: new icons
Responsive Design & Consistency
The new version is Mobile & Desktop responsive design.
The previous mobile version has red color text, and the previous desktop version has turquoise button.
Your Trail & Your subscription
1: New order summary
2: New monthly plan
3: new icons
The process.
Problem & Opportunities ⇢ Designs ⇢ Design Handoff & QA ⇢ Results & next step
B A C K G R O U D
Problem statement
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. Individually each change is small, but collectively the result is more impactful.
Goal
For users: understand the specifics of the order, delivery date and length of trial period.
For business: encourage user to buy from up sell and cross sell.
Current Page Analysis
We started by deep diving into the current flow, and below is the end-to-end experience for customer onboarding and Purchasing.
Objectives
1: By clearly displaying the specifics of the order, delivery date and length of trial period. 2: Explains next steps for this order.
3: adding cross sale and up sell
Acceptance Criteria
1. As a user, I should be able to add or skip the cross sale and up sale.
2. As a user, I should be able to understand the free trail and subscription - the order, delivery date and length of trial period.
Success Metrics
Conversion rate: both up sale and cross sale.
Final Design
Phase 1. New language and layout to display the specifics of the order, delivery date and length of trial period.
Phase 2. New language and layout to display the specifics of the order, delivery date and length of trial period.
Retros
Prioritized Platform and Design Guidelines
From the user composition chart above, we can see that around 70% Because market users are operating on iOS devices, so Apple’s human interface design guidelines are prioritized and then Android devices will be compatible.
Design QA: Responsiveness
As Because Market’s users operating on small screens (320px, i.e. iPhone SE/5S) are extremely rare, the design starts from 375px as the standard screen size and scale up to larger device. For better communication with the engineers regarding my design intent, I did create typical responsive guidelines on multiple screen sizes and annotate special callouts.
Results
the overall conversion rate of cross sale and up sale revenue is increased from 13-14%
Next Steps
Cross Sale
Able to let users to add more cross sale products.
Value Props
Convey a pleasant shopping experience - Aging gracefully and Aging is a privilege.