Leveraging user research to improve the customer-facing trunk request funnel within Trunk Club's featured trunks marketing program.
Sketch, Adobe Illustrator, Invision, Proto.io, UserTesting.com, Mailchimp
Lead Product Designer / User Researcher
When a customer receives an email with a featured trunk, it’s unclear how to request this trunk and what to do next. Do I talk to my stylist? Am I getting these specific items? Will the stylist send me everything shown? How do I communicate additional preferences to my stylist? Why is my only option to send a message?
This confusion on behalf of customers has led to a precipitous drop in conversion rate from when we feature these campaigns in emails and in display advertising. Over a period of one month, 64% of men and 50% of women who clicked initiated a featured trunk request didn’t actually submit their request via messenger -- indicating that our historical approach to featured trunk requests doesn't properly set or align with customer expectations.
Secondly, when stylists are notified that a customer is interested in something from a featured collection, there is much uncertainly whether the customer wants the entire collection, a specific item, and as a retail organization, we’re unable to track and ensure the request is being met, let alone attribute purchases directly to featured trunks as a marketing program.
- Improved request rate
Traceability in Stylists sending featured trunks
Visibility into keep rate of items selected as part of a featured trunk
24 hours after the launch of the revised featured trunk request flow, we saw 836 unique customer requests submitted to stylists. Within five days, over 2,000 featured trunk requests were placed by customers. To date, our marketing team attributes $25M to the overall featured trunks program, with continued iteration on the overall experience slated for 2018.