Introducing a lower-priced offering to capture more clients
Overview
The Consultation is a lower-priced package where ideally a client has a quick question' and the interior designer responds with their recommendation. Research, A/B testing & user testing validated the proof of concept and narrowed down the offering to include 3 options: Help with product selection, colour analysis or finishing touches. Given the quick hit nature of the package, it was eventually designed as an on-the-go app experience.
Role
Research & Initial and Final MVP Design
Team
3 leads: Design (me), PM & Full Stack Engineer
Client Wayfair Design Services
The business as a whole made a decision to introduce a lower-priced package. I was responsible for understanding and designing what that package would entail, as well as how it would fit into our existing experience without a big engineering lift.
1. Exploring interest for a mini package
We launched a typeform test to validate the idea and understand what customers were looking for. A competitive analysis influenced our questions and offerings in this test.
The test went live with a link on the banner and an informational section right after the packages section on the landing page. The landing page CTA's took a user to the typeform, which was designed in collaboration with our content strategist for copy edits.
Key Findings
2. Will Clients Buy?
The second design we tested into had a heavier lift on content strategy and visual design. We asked more tailored questions based on the learnings and had a permanent placement on our banner and package section.The biggest difference was we put a price on the service for $29.
** For this test I had transitioned to a different project, so only helped in brainstorming for content and user flows
People bought & here's what they had to say
"This problem was solved right away when I submitted my question. I have been struggling with this for a while. Great service this!"
"This was a great experience. I had a lot of questions/confusion over picking area rugs for my spaces after a flooring project. Erin helped guide and suggest!"
3. Building it into the Wayfair Experience
Seeing the demand, we officially launched the offering within our experience flow at a price of $29. In analyzing the previous test data we found that taking them out of our experience showed a drop rate.
** I took over the the project during this phase.
Cross-functional brainstorms
An Ideal Experience
What's Feasible Right Now (MVP)
Platform: App/Desktop/Mweb
After testing and internal evaluation we transitioned from a chat experience to a list based experience, where all recommendations are sent in a list format. Due to scope we initially launched mweb and desktop & observed the usage/behaviour before building out our app experience
Final Direction: Recommendation sent in a list format
Wayfair APP: an ideal platform for an on-the-go 'quick hit' package
The designs were built on all three platforms: desktop, mweb & app. App being the most used case user scenario. Below is a detailed flow of how a designer completes a recommendation on the app.
Main Screens
Our hypothesis is that this package will increase the business bottom line by:
In collaborating across teams there were missed opportunities for communicating our direction in a more succinct format which would had made the process more efficient. Running a sprint to identify we wanted in a smaller offering may have also led to a more creative exploration and allowed us to further push the boundaries.