Scentbird fragrance subscription: context, role, process

Mobile navigation redesign

20% faster task completion with less cluttered UI

More than 80% of users were using only mobile devices.

Every other interviewee experienced navigation issues.

Customer support data showed recurrent requests monthly.

We removed at least 50% of UI elements without dropping any metric.

Scentbird: Mobile navigation redesign

We removed horizontal navigation: nowadays, users are very familiar with the burger button and had zero problems finding products.

We also moved the Queue to the profile section and removed all the lengthy explanations altogether.

Homepage, as a part of navigation, was redesigned with onboarding in mind and with focus on user's goals (to learn about their shipments and pick the next fragrance).

Learn from users ➝ card sorting ➝ redesign the information architecture

87 participants

I invited 12 users in the office to complete navigation-related tasks on their own devices and sorted physical cards. 75 users sorted cards online.

Sorting results

Clustered data displayed three core sections: profile (including the Queue), fragrance, other products.

Four prototypes

Core user stories were implemented as Figma prototypes and tested against each other on 8 participants. The winner was tested against the previous navigation.

Inner navigation; before (left) and after

The original navigation was a mix of unrelated items and confused users.

The new approach helps users to remain aware of the context: they know exactly where they are now and what else is available on the same screen.

Before and after

After four prototypes and user research (circa 35 interviews, card sorting exercise with 87 participants, task completion, etc.) I ended up with a simple plan:

  1. Redesign the Home page to perform proper onboarding and focus users on a fragrance;
  2. Move the catalog with products of all kinds to burger button;
  3. Create a profile section and move the Queue and related items there.

It might seem obvious in hindsight, but it was not like it when I started exploring UX gaps at Scentbird.

The Queue appeared to be the cornerstone of the product at that time, and removing it from the Homepage was questionable (mind core users who were using Scentbird for years). Users proved otherwise.

Dedicated catalog.

All the products in one place. Expandable sections are helping users to stay in the context and find other types of information quicker.

The profile section moved to the obvious and expected place.

Everything related to a user is assembled in the Profile section, including the Queue.

Tracking changes in user behavior with events analysis

Besides our usual Mixpanel events analysis, our data scientist applied the LDA algorithm to analyze events to extract the most common patterns in user behavior. Users with the new navigation spent less time on the website overall and solved more tasks.

Predictions

This kind of analysis can be applied to predict users that are more likely to unsubscribe; given that kind of data, it could have been a cool idea to experiment with UI and promotions, targeted precisely at that group of users and increase LTV a little bit.

New navigation helped users to complete their tasks at least 20% faster.

A/B testing and gradual roll-out

This update was a sea change and we were interested in how is it going to affect user behavior. That's why the whole roll-out process took four months and was a series of ab-tests on different types of users.

Recurrent CS issues related to shipping address dropped by 38%.

Original information architecture required a complete overhaul.

Side navigation was a mix of unrelated entities.

Users failed to find information about their subscription status and fragrance despite duplicated menu on every page and in the burger button.

The second navigation layer confused people even more.

Seven months of experiments

It took us approximately seven months before we rolled out the new navigation for everyone.

Delay reasons

Navigation redesign outcomes

Besides increased customer success rates and decreased number of requests for the support, new navigation looks more elegant and compact, which was also an important decision factor.

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:

Homepage redesign + onboarding: focus on a fragrance

2019

The new personalized modular system helped registered users to get the most of their subscription while increasing LTV.

Compare before and after