Increasing AOV through personalized experiences
Dia&Co, a prominent plus-size styling company, aimed to revolutionize the fashion industry by offering personalized subscription boxes to empower women of all sizes.
As the Senior Design Manager and lead designer for the core experience, I aimed to enhance customer engagement by optimizing the "Choice" feature. We found that when people selected what they wanted in their next order, it increased the take rate by 25%, thus increasing the average order value.
Challenges: Low Utilization and Ineffective Communication
Despite the availability of the "Choice" feature, customer utilization remained low. The existing user experience relied heavily on textual descriptions, resembling advertisements rather than an intuitive tool. This posed a significant challenge as it hindered user adoption and failed to convey the value of the feature effectively.
Strategic Approach: Create new user behavior through redesigning the user flow
In collaboration with my product manager and engineer, I spearheaded the redesign of the feature to enhance user engagement and utilization. This included:
Redesigning User Flow: Transforming the "Choice" feature from an isolated element to an integral part of the subscription box checkout process. This shift aimed to establish habituation among users and streamline the selection process.
Iterative Design and Validation: Conducting user interviews and gathering feedback to validate and iterate the redesigned user flow. This iterative approach ensured that the updated design met user needs and preferences effectively.
Updating Communication Channels: Revamping email communications to align with the new branding and effectively communicate the benefits of the "Choice" feature to customers.
Enhancing User Experience and Communication
The redesigned "Choice" feature was seamlessly integrated into the subscription box checkout process, creating a linear flow that encouraged user participation. Additionally, all entry points leading to the feature were updated to ensure consistency and ease of navigation. Furthermore, email communications were revamped to deliver clear and compelling messaging about the feature's value proposition.
Results: Significant Increase in Utilization and Revenue
The implementation of these enhancements yielded remarkable results:
Utilization Increase: The utilization of the "Choice" feature surged by 26%, indicating improved user engagement and adoption.
Revenue Growth: Average order revenue witnessed a substantial increase of 45%, underscoring the impact of enhanced user engagement on business performance.