Gwynnie Bee

Overview

• Worked closely with the design team to implement the new style guide/direction throughout the entire iOS and web platforms.

• Worked closely with engineers and product teams to implement the approved designs.

• Worked with senior stakeholders in the product and design teams to help identify pain points and other areas of potential improvement throughout our digital platforms.

• Established and promoted design guidelines, best practices and standards for the design team.

Study Outline

Goals

• Understand points of confusion in the subscription flow.

• Identify reasons for subscription flow drop-off.

• Propose actionable recommendations to improve subscription flow experience and decrease drop-off rates.

Methodology

• Recruit five participants that fit the profile of the target audience.

• Bring in participants on-site for moderated 1:1 user testing.

• 60 minute study, held over three days. Mobile testing on iOS or Android. Scoped to subscription flow only.

• Collect qualitative data to understand pain points in flow.

Participants

• Female, dress size 10+ (ideally 14+), age 35-55.

• Shops for clothes on their mobile device.

• Cares about fashion and brands.

• Willing to spend money on clothing that works for them (”cutting edge fashionistas and “fashion seekers”).

• Not currently a GB subscriber.

• Open to clothing subscription services.

Findings and Recommendations

• Users unanimously want to see the clothing selection before selecting a plan. Provide a way for users to browse through a wide variety of clothing choices to get a feel for the styles available BEFORE accessing the PPS page.

• Users have many questions about the service which hold them back from proceeding with selecting a plan. Prioritize and reposition key messaging to instill confidence in the users - specifically around shipping and cancellation, reiterating that it is a rental service.

• Upon completion of the subscription flow, lead the users directly into a rich experience for clothing selection. Get them started on their first rental immediately.

Interface