- Where do I start?
- Where is my shipment?
- How do I pick my next fragrance?
- What is my subscription plan?
Users were overwhelmed by the amount of information that distracted them from picking fragrance.
We provided useful information about delivery right away and focused users on fragrance.
I wanted to think at least a few steps ahead: how to make a real difference instead of adding more explanations (as it happened before).
Hypothesis: if beginners behave like experts, they will stay longer (i.e., try more products ⇒ LTV increase).
I had circa 35 phone interviews with users that stayed with Scentbird for at least six months and filled their Queue for at least a year ahead.
They check the notes, read thoroughly through all reviews (on several websites), search for the brand information. They are paying great attention to grouped/featured content (collections, best-sellers, notes, personalized recommendations).
Existing UI didn't address any of these patterns, and to change that, I came up with a content-based strategy and modular system to introduce changes gradually and test them one by one.
People are hungry for proper content collections.
Visually content strategy manifested as cards inside sections or standalone cards.
Each section is a module that could be reused on other pages, turned on/off depending on a given context, e.g., user's lifetime within a service, subscription plan, etc.
Depending on the context, users either see these modules or not, and modules have different states.
Modules were designed to work together, no matter how you arrange them. They could also appear on other pages depending on the context (e.g., see Recommendations section).
The Queue was working inconsistently and caused a lot of confusion with new users. But users interacted with it a lot.
When we moved it to the profile section, the number of interactions decreased, but it had zero negative effects on retention.
Instead of the Queue, we placed a block with delivery status and displayed the shipping address right away.
This little feature saved hundreds of users from unsubscribing and dropped the number of CS requests (monthly).
Advanced users were picking products based on notes, so we decided to introduce the most popular notes to everyone, new users included. The popularity of the section was average, but the number of products added from inside of the section was around 35% more compared to other sections.
A couple of sections that combined elements of onboarding and cross-sales. On the one hand, heavy-users might benefit from these options. On the other hand, they could increase LTV, which is a crucial metric for subscription services.
As time progresses, new blocks appear to reflect changes: rate deliveries, get more ideas from other product categories.
Scentbird is a New-York-based fragrance subscription with over 300,000 active subscribers (as of January 2020). I focused on a digital retention strategy.
Picking the right fragrance online is tough, but the result is crucial both for customers and service. To build a proper recommender, we created data pipelines, gathered more data to train a new model, and completely redesigned the product card.
We removed 50% of UI elements from mobile navigation without dropping any metrics and made it easier to understand for 80% of users.