Shapermint
"Shapermint is revolutionising the shapewear industry by empowering its community of women to feel more confident in their own skin.”
More than 5 million women shop in shapermint, and 1.5 million are first-time shapewear users.
My Role
I developed the User Experience department at Trafilea. The department satisfies different product squads. I hired, led and mentored a team of designers & researchers with different specialities.
My role was to co-create the team's strategy and vision with the CTO & Product Director. Together, we defined that UX would have a protagonist role by defining the new Upselling strategy.
We deliver value to different squads, such as: Activation & Revenue tribe (AOV & CVR), Store (Product & Growth), Checkout (Product & Growth), Fitting (customer support), Shapermint expansion, Shapermint App, Subscriptions.
Accomplishments
Defined all UX cross-functional processes to promote working efficiency.
Defined two working teams UX business support & Product Improvement for different business needs.
Set quality standards by defining KPIs per role and department.
Introduced the designOps discipline by building and evangelising the company with our Design System Afrodita.
Built a UX internal bootcamp to promote career changes to the UX department.
Project Overview
The Sales' strategy focuses on Upselling users after Checkout. After the user places their order, we offer them more related products.The 30% of the company's revenue comes from this Upselling strategy after checkout.
During October 2020, our cancellation refund rate increased from 1.36% to 1.72%. This meant the Upselling strategy produced refunds and duplicated orders.
In numbers:
12% of our refunds are due to the Upselling experience.
45% cancellations come from duplicated or multiple quantity orders during the Upselling experience.
Problem Statement
Business Goals
Decrease the cancellation & return rate by 4%
Boost sales by increasing the AOV by $51 USD
Increase the basket size by 2 by mitigating users’ frustrations.
Results
The AOV was raised to $52,59
The backet size increased up to 2,55%
78 SUS in user satisfaction
3.27% decreased the cancellation rate
The Process
1.
The Upselling & Checkout Experience
Diagnosing the Product
Hotjar Quantitative Data
Qualitative data:
Findings from Usability testing
Benchmark
Customer Care data
Conclusions
2.
Designing the solution
Sketching ideas
New Upsell user flow & UI
3.
Validating new ideas
Usability testing V2
New Ideas for envisioning the future
4.
New Sales Strategy
Uncovering preference behaviour
User survey: Purchasing behaviour & Bundle preferences
5.
Ideation & Experimentation
New components Design
A/B testing
6.
Measuring success
Final solution
Cancellation Rate
AOV & basket size
How the Upsell user flow looked at first
After placing the credit card during checkout, users are offered a range of related products. Those products are offered in three different steps.
How might we?
How might we mitigate users’ frustration during the Upselling experience?
How might we avoid duplicated orders during the Upsell experience?
How might we innovate on Upselling without harming our current profitability?
How might we increase the basket size through a frictionless experience throughout the user journey?
Quantitative data
01.
Diagnosing the product
THE UPSELLING & CHECKOUT EXPERIENCE
To get started, we gathered quantitative data from Hotjar. The purpose was to understand the percentage of users dropping during the Upsell, and how many of them are getting to the thank you page to accomplish the whole process.
Qualitative Data
Findings from user testing
For diagnosing the product, we did a usability testing with 6 users to get 80% of the usability issues. We tested with 6 women from the US from 29-65 years old, who had experience buying Shapewear. As a conclusion, we got a 56.5 in SUS number.
😥 This means that the Current experience is poor.
😃 Discounts are appealing.
The Offer provides great savings & is in line with what they have ordered before.
The flow is easy & the process is quick.
🤔 To have offers before checking out:
At the PDP
Inside the cart
To complete the look of their existing purchase.
To have items added to the existing order.
To have the size chart available during the Upsell flow.😭 To be hit with offers after they already checked.
Not to be sure if the order has been placed.
(double orders)Not knowing what items they have purchased.
Benchmark
We benchmarked other competitors in the Shaperwear industry and came to the conclusion that their Upsell offerings are placed throughout the customer journey to avoid overwhelming users.
Customer Care Insights
Lorissa Ancheta
Director of Customer @Shapermint
Customers intentionally placed the second-order, because:
“They think the1st order did not push through.
“The time interval between Order 1st and Order 2nd is approximately 5-8 minutes.”
Conclusions
Showing the open summary could be clearer for the user, he can see and recognise what he has added to his cart.
Reviewing the call-to-action wording to be more friendly and less pushy could change the negative perception of the Upsell process, and an additional email offer could achieve better results.
Upselling, cross-selling or bundling products throughout the customer journey, without overwhelming them after placing their order.
Provide the user with more information about when and what order is delivered on the thank you page.
Allow the user to skip the pop-ups and go directly to the order confirmation, at least for some new customers who want to try the product first to make a second purchase.
Create communications to inform users that order confirmation can take more time than expected.
02.
Designing the solution
Sketching Ideas
We created a set of wireframes for implementing what we learned from the research phase. For that, we included:
1. A Spinner communication, including the status order, is in progress, but not yet placed
2. An add-on hint to inform the user during Upselling flow that those are additional items added to their purchase.
3. New CTA wording and a Skip button.
4. New Thank you page layout with:
- Order confirmation message
-Shipping details
- Order summary + Addons from Upselling
New Upsell user flow & UI
03.
Validating new ideas
Usability Testing
We retested the product and compared the previous experience with the new one, and we got 78 in the new experience. We improved the experience by increasing 21.5. This means the new experience is more aligned with users’ needs.
Some new findings from Usability Testing
04.
Uncovering preference behaviour
NEW SALES STRATEGY
Survey
Purchase cadence for each category
Bras and leggings are the most purchased categories.
53% of participants who bought Shapewear said they did buy 2 or 3 times.
We conducted a self-conducted survey with a sample of 290 women who bought Shapewear in the last 6 months of 2020.
3 Most bundled products
Preference of colour & size [Bras]
Buy 3 get 2
05.
Ideation & experimentation
New components Design
In 2020 and 2021, we have changed our Upselling user flow. We created a set of new Upsells, crosssells & bundles components and placed them throughout the user journey. This resulted in a smoother and less intrusive experience.
These are some components we have designed to start experimenting with.
Experiments
We conducted 204 A/B tests with the new components using the new strategy, with the aim of increasing AOV and basket size. Finally, those winner components were added to our Design System Afrodita to continue evolving in time.
Q4 2020: 40 / Q1 2021: 63
Q2 2021: 47 / Q3 2021: 54
204
6.
Measuring success
After a year of hard work, we achieved great results by providing a smooth user experience by impacting the Cancelation Rate, AOV and basket size.
Final Outcome
Cancellation Rate
AOV & Basket size
The AOV was raised to $52,59
The backet size increased up to 2,55%
78 SUS in user satisfaction
3.27% decreased the cancellation rate
Takeaways
Technical limitations
The current site is based in Shopify, and the Upselling funnel will no longer be allowed in the future.
A Strategy for not losing profit
Creating a before checkout strategy will help us start distributing the revenue, allowing us to take the Upselling without losing profit.
Envisioning a great experience
Even though the Upsell & Checkout flow was improved, we envision the future with a smoother experience, by creating new performing components and adding them to our current design system.