Scentbird fragrance subscription: context, role, process

Homepage redesign: the content strategy

Onboarding + focus on a fragrance + modular system introduction

Scentbird: reusable modules

A set of mobile-first modules designed to focus users on fragrance and subscription benefits.

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).

User problem

Business goals

Before and after: focus users on a fragrance

Before

Users were overwhelmed by the amount of information that distracted them from picking fragrance.

After

We provided useful information about delivery right away and focused users on fragrance.

UI problems

Significant difference

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).

Learn power user behavior patterns and translate them to beginners

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.

Modular system and content strategy

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).

Shipping address and delivery status

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).

Scentbird: shipping info

Shipping information and address update feature saved hundreds of users from unsubscribing, monthly.

I replaced the Queue with shipping information: users wanted to know what happened with their orders. The shipping address issue was frequently reported by CS, and the number of new tickets reduced significantly since hundreds of people edited addresses themselves.

Notes

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.

Scentbird: notes section
Scentbird: notes section

Inside the Notes section, we tried the first version of the new product card: it had a top user review instead of a description. The UI worked very slow because of the initial implementation and reviews were less consistent than descriptions, so we've replaced them later.

The cool thing about these notes was an exploration mode, where users could click on notes and see more fragrances with the selected note. We called it wiki-style browsing.

Scentbird: notes section

Fragrance collections

Collections were one of my first projects at Scentbird. Each collection has a theme. The idea was to help users to pick products that were pre-selected by experts. This section significantly improved the number of items people wanted to try (added to their queue; top-5 of all sections of the website).

Increasing LTV + gentle onboarding

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.

Scentbird: subsctiption options banner

A lot of users didn't know about perks of subscription, ways to save, and get more, so we added this section and created a landing page with a list of perks. The landing page was intended to work with emails as well.

Scentbird: subsctiption options section

Landing page with the best subscription options from Scentbird.

Scentbird: subsctiption upgrade section

Upgrade

The section was available to users with one product per month plan. It outperformed other mentions (they were scattered all over the place and cluttered the UI), so it was an excellent opportunity to clear the rest mentions. It was a part of the onboarding process.

Third month: more sections and product types

As time progresses, new blocks appear to reflect changes: rate deliveries, get more ideas from other product categories.

Scentbird: homepage changes over time

New sections and product types added after two months since they subscribed.

More about Scentbird: subscription context, retention strategy

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.

2018-20

Scentbird: building blocks of the perfect fragrance recommender

Fragrance recommendations based on the real-life experience

2020

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.

Dive into the details
Scentbird: Mobile navigation redesign

Information architecture improvements: 20% faster task completion rate

2019

We removed 50% of UI elements from mobile navigation without dropping any metrics and made it easier to understand for 80% of users.

Mobile navigation redesign