Value Proposition Upsell
THE Opportunity
What I found
Business Problem
Smart Spaces differentiated themselves in market via their main value proposition which provided in-person installation and/or remote technical help via a subscription from the O-Team. However, data collected showed that the attachment rate for this service was only 2%.
How I fixed it
THE APPROACH
Hypothesis
Due to poorly designed value proposition customers were not seeing the value in paying for subscription based installation and were cognitively overloaded by all the options. Additionally the postcode checker was hypothesised to be a point of friction.
Measures of Success
My aim was to optimise the E2E journey in order to improve the customer experience and increase the service attachment rate from 2% to at least 3%.
STEP 1
Competitor Analysis & Content Audit
The first steps were to review and compare the current journey and value proposition to our competitors and in doing so we realised that it wasn’t only financially non-viable for customers but it wasn’t communicated effectively across the website.
After speaking with the Product Team they agreed to offer bespoke prices for install which made more sense.
STEP 2
Data Analysis
I then analysed the data which revealed that our customers visited our Product Detail Page (PDP) the most and decided to start by focusing on that page.
STEP 3
Ideation
I began by proposing a solution to de-couple the in-person and subscription propositions so that in-person installation was the main focus and moved it out from an accordion for visibility.
Next I drew up some rough ideas and brainstormed some tactical vs more long term strategic solutions which included a geolocation API.
I then produced some interactive prototypes to present to my PO.
After presenting them to my PO the quick vs the more strategic solution was chosen.
STEP 4
Feedback & Approval
I presented my design at Peer Review (our internal feedback session) where I was provided with UI feedback and after making the advised change I presented to my PO for approval.
THE SOLUTION
What I did
Post-launch the service attachment rate had already increased to 3.2%.
- Minimalist design - the beauty of the new design was really in its simplicity.
- Relevant positioning - the component was only to be displayed on relevant product pages where professional installation was recommended as opposed to all pages.
- Revised IA - the logic of the sticky nav was also revised so that the primary call to action button would only appear immediately after the customer had viewed the O-Team service offering and not before.
- De-couple dependency - we removed the requirement for compulsory postcode checking and made the service available to add with one click.
- Consistency - the solution was rolled out across the O-Team In-person Landing page with modifications to the Cart, Checkout and Account pages.
THE CHALLENGES
What I learned
The biggest challenge I faced was how to display the O-Team service to customers whose mental model was focused on purchasing a product. I noticed that initially there were too many decision points being presented to the customer increasing cognitive load and so simplifying them and also the interaction pattern would help. At the same time we had to provide enough relevant information to customers at the right time in their journey.