PROJECT:
Build Your Own Box
Onboarding Option Added To A Subscription Box Flow
CONTEXT:
Kidbox was a personalized children's clothing subscription service.
The existing business model asked customers to submit a style quiz where a child's individual style preferences and lifestyle were gathered. That info was then used by a professional stylist to curate each seasonal box delivered to that customer. The customer did not know which items they were receiving.
Build Your Own Box was added as an alternative box option. With this, the customer would be their own stylist and hand select the exact items in that season's box.
MY ROLES:
- UX/UI Design
- QA & Usability Testing
THE PROBLEM
Since a personal stylist was selecting the items for the customer in the existing business model, the customer did not know what they would be receiving. While this model worked well for most customers, return rates and negative style feedback from pickier customers were issues.
SOLUTION & GOALS
- Add the option for customers to hand pick the exact items they want to receive
- Add incentive for increasing box size and order values (v2)
- Clearly denote item counts to avoid customer confusion
- Decrease return rates, increase AOV, and better match the customer's style expectations
USERS:
Kidbox had a very large established customer base, so we had a good understanding of who this onboarding option was going to target. Customers were typically middle to upper-middle-class parents who prioritized keeping their kids' wardrobes up-to-date and fresh. Quality and convenience were key factors that kept the customer happy with the seasonal subscription model.
Kidbox Personas
Version 1 - Minimum Viable Product
Goals of v1:
- Seamlessly integrate a Build-Your-Own Option into the existing onboarding flow
- Establish backend inventory rules as they relate to the UX
- v1 MVP release will only include a single option of 3 outfits
(More complicated inventory and box options will be developed in v2)
Onboarding Flow:
v1 LoFi Wireframes:
Version 2
Due to the popularity of the BYOB box option released in v1, the decision was made to further develop its UX. I utilized event tracking software to identify areas of frustration and user trends in v1, pinpointing improvements for v2.
Goals & Improvents of v2:
- Allow for more item count box varieties
- Increase average order value by adding gamification and dynamic pricing incentives
- Include single item choices alongside the existing outfit selections
- Session tracking revealed that the heart add/remove of v1 was a pain point so a better add/remove was needed
v2 LoFi Wireframes:
v2 HiFi Prototype & HiFi Wireframes:
REFLECTIONS:
Initially, Build Your Own Box was successful in achieving its main goals: decreased return rates, increased average order value (AOV), and higher customer satisfaction. The user experience was well-received. The BYOB option was a popular choice, particularly among new customers
However, Build Your Own Box ultimately came to an end due to inventory and warehouse process limitations unrelated to the project at hand.
