Beachmint is an eCommerce company with six fashion and lifestyle brands. Each brand features a subscription shopping model, with personalized product recommendations.
My responsibilities included UX design, research, visual design, and interactive prototyping. I worked alongside a Lead Product Designer, Product Manager, and developers.
Data was indicating that our retention rates were decreasing and as a result, our revenue was suffering. Customers were either skipping the month or would cancel their subscription altogether.
A data-informed process
The first step in my process was the discovery phase. My focus was to correctly frame the problem. I began by asking some quantitative and qualitative questions such as:
- What are the current churn rates?
- How many users are taking key actions?
- How much do users need to understand about the service?
- What is the promise of our subscription service (what did the user hire it to do)?
I read online reviews and posts about our brands on social media. Reading through these gave me a better understanding of customer sentiment and product perception.
I spent time talking to our customer support team. Customer support is one function that knew our users’ pain points and frustrations really well. From managing the customer calls and email queries to publishing help articles and responding to customers on forums, they were in touch with customers 24/7.
Additionally, by speaking with our Head of Customer Experience, we had access to actual support tickets that gave us insights into the troubles customers were having.
Navigation redesign experiment
What I began to learn is that even though we were an umbrella of six brands, many of our customers were subscribed to only one of our services and didn’t even know our other brands existed. I introduced the idea of sharing our other brands through navigation so that they no longer existed in isolation. The idea was that by getting users to subscribe to more than one monthly subscription, we could not only increase retention but also maximize revenue per customer.
Would the cross-pollination of brands lead to higher retention rates and revenue?
The team wanted a low-risk way to introduce the new design. To do this, our customers were randomly assigned to either the control or variation of the page. Their interaction with each experience was measured, counted, and compared so we could determine whether there was a statistically significant difference.
- Customers were 43% more likely to subscribe to another Beachmint brand, a key action in retention
- Due to lower churn rates, our revenue saw a 10% increase in the first week