Increasing growth by 75%

Crafting a new onboarding experience

The Modern Milkman

Product Design

Ecommerce

Capturing more information on sign-up and increasing basket value

Project Summary

Issue

We were seeing a large number of "Sign-Up-No-Purchase" (SUNP) users made up of either speculative or just confused visitors.

There was also a noticable decrease in basket value mid-week, skewing our offering and affecting our driver's income.

The work

How do we bring in valuable data

How can we create repeat customers

How can we help the mid-week slump

Outcome

A bespoke onboarding service similar to other recognisable subscription services. An increase in basket value mid-week, an increase in genuine subscribers, a general increase in growth by 38%.

“We need to design a simple, supportive onboarding flow that guides new users through building their first order, reducing decision fatigue and increasing first-time purchase conversion.”

Research Phase

User Observations

I began by analysing user behaviour using analytics tools, user interviews and stakeholder insights. I also shadowed Customer Service to better understand user complaints and issues with the service.

The most common drop-off point was immediately after registration

I found users were overwhelmed by choice and lacked confidence in what to order, and the process of subscribing

I identified patterns in commonly purchased products that could influence pre-built baskets

I used these observations and interviews to create Journey Maps and User Personas

Solution

A simple, three-step onboarding process

01

User signs up as per normal with their name, address and email. But they also select their household size

02

User is presented with a pre-filled basket split across the weekbased on household size and product availability

03

User chooses either to continue with this pre-populated basket, or they can edit or remove items directly from this screen

The Build Phase

I got cracking with iterations, component design, and high-fidelity prototypes

Redundancy.

I was made redundant before the project completed. However, they took my idea and ran with it a few months after I left. It led to the following results.

Will Thompson Design