Colvin Co.
E-commerce
Project Overview
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The Colvin Co. is a leading e-commerce company specializing in the online floral industry. With a mission to bring joy and beauty through flowers, the company has established itself as a market leader in delivering high-quality floral arrangements to customers worldwide. As a Product Designer, I had the opportunity to contribute to the Growth department, leading various initiatives focused on optimizing user experiences and increasing the conversion rate (CR).
My role
My combined role as a Product Designer and part-time Product Manager allowed me to leverage my design expertise while also overseeing the end-to-end product lifecycle. Through my contributions, I successfully drove growth, optimized the user experience, and ultimately increased conversion rates for The Colvin Co.
The team
3 designers,
3 product managers
15+ engineers.
Timeline
During my two-year tenure at The Colvin Co., I made significant contributions as a Product Designer. Working closely with cross-functional teams, I played a key role in driving growth and enhancing the user experience. .
💳 Checkout Redesign
Objective:
The objective was to create a seamless and user-friendly experience that would reduce friction and increase the conversion rate.
Description:
To kickstart the project, we conducted thorough user research to understand pain points and identify areas for improvement and the main funnel leak. This involved analyzing user feedback, conducting usability testing, and examining data analytics related to cart abandonment and user behavior.
We detected all the insights gathered and took decisions throughout the project.
Throughout the implementation phase, we conducted some A/B testing to compare the performance of the redesigned checkout against the previous version. This allowed us to validate the improvements and make data-driven decisions for further refinements.
New checkout flow: Collaborating closely with the development team, we created wireframes and prototypes to visualize the new checkout flow (also validating with our habitual users).
Simplify information required: The redesigned checkout aimed to simplify the process, remove unnecessary steps, and provide clear and concise information to users at each stage. Emphasis was placed on intuitive form fields, progress indicators, and transparent shipping and payment options.
Better user experience: autofill forms and micro-interactions were incorporated to guide users and reinforce trust and confidence.
Results:
The checkout redesign project resulted in a significant improvement in the conversion rate.
We observed a 25% increase in successful transactions and a notable decrease in cart abandonment.
The optimized checkout flow not only streamlined the user experience but also positively impacted the company's revenue generation.
Feedback from users and key stakeholders was also collected and incorporated into the iterative design process.
🎁 Subscription Revamp
Objective: The objective of this project was to improve the acquisition, retention, and profitability metrics for subscriptions in order to generate incremental CM3 in FY 2023. Since Christmas is peak season d.t. customers sending subs as a gift, we are aiming to have a first improvement of this offering
In 2023, 75% of DTC brands will offer subs (Forbes)
Description:
The goal was to improve the overall user experience, optimize the subscription management process, and increase customer retention rates.
I conducted comprehensive market surveys, thoroughly researched the current performance, and analyzed the behavior of our various user segments, including potential subscribers, current subscribers, and churned users. This approach allowed us to gain insights into user pain points and uncover opportunities for improvement.
Working closely with the development team, I took on the challenge of redesigning the subscription interface within tight time constraints while placing a strong emphasis on the gifters' user experience
Payment improvement: Furthermore, I ensured that gifters had accessible information about billing, recipient preferences, and upcoming deliveries, providing them with a comprehensive overview of their gifting activity.
Personalization: To achieve this, I focused on providing gifters with clear and intuitive steps to customize and personalize the gift subscriptions.
Gifting flow: I implemented features that enabled gifters to easily select subscription options, tailor the delivery schedule, and include personalized messages.
Results:
The revamp of the subscription service led to a significant increase in customer retention rates. We observed a significant decrease in subscription cancellations and an improvement in customer satisfaction.
During this phase, our focus primarily revolved around conducting thorough research, gathering valuable insights, and refining our design approach. We successfully identified pain points and usability issues through user testing, which served as a solid foundation for the upcoming feature implementation.
Our iterative design and development cycles allowed us to incorporate user feedback and make iterative refinements, ensuring a more robust and user-centric solution.
🌱 Colvin Junlge
Objective: Relaunch the Colvin Jungle offering targeting “plant lovers” and first entrants into the “plant world”. Increasing plant sales conversion rate to match or exceed the conversion rate of flower sales without negatively impacting flower sales conversion rate. This project involved implementing various design initiatives and conducting A/B tests.
Description:
I led the Colvin Jungle project, as product manager and product designer, working closely with the Marketing team to drive improvements in visibility, conversion rate (CR), and overall performance of plant sales. By closely monitoring the results, Together, we collaborated each week to analyze user feedback, and continuously iterating on our designs, we strived to create a highly engaging and successful plant sales experience for our customers. Using Google Analytics we tracked key performance indicators and closely monitored the results of our tests on a daily basis.
To tackle these capabilities, we brainstormed and implemented some of the following initiatives.
Customer Journey: We reviewed the previous customer journey and merged it with the updated plant sales journey, creating a seamless experience for users.
Visibility to Plants: Giving more visibility increasing the plants exposure and attract users in homepage.
Rethinking the product page to optimize the presentation of plant information and enhance the overall user experience.
added categorization by tags, allowing users to easily filter and find plants based on specific characteristics or preferences.
Post-sale Plant Care: We implemented a CRM tool to proactively contact customers with helpful information and actions they could take to care for their plants, ensuring a positive post-sale experience.
Results:
We achieved significant improvements in the following funnel metrics in the 2 months before launching:
Conversion rate from the homepage to the collection increased by 2%.
Conversion rate from the collection page to the product page increased by 1%.
Conversion rate from the product page to the checkout increased by 3%.
These results highlight the success of our efforts in optimizing the user journey and driving improved conversion rates for plant sales. The Colvin Jungle project showcased our ability to identify opportunities for improvement, collaborate with the Marketing team, and implement data-driven design decisions.
✨ Influencer Dashboard
Objective:
Creating a comprehensive influencer dashboard that allows influencers working with Colvin to track their earnings, filter data by product and date, and introducing a gamified element to incentivize increased sales performance.
Description:
As a Product Designer and Product Manager at The Colvin Co., I spearheaded a project to design and develop an influencer dashboard, providing a centralized platform for influencers to track their earnings, filter data, and introduce gamification elements to boost sales performance.
User-Centric Dashboard Design: To ensure an intuitive and user-friendly experience, I conducted user research to understand the needs and preferences of influencers. Based on the insights gained, I designed a visually appealing and intuitive dashboard interface. The design focused on providing influencers with clear visibility of their earnings, allowing them to filter data by product and date ranges, and presenting the information in a visually engaging manner.
Gamified Incentivization: To motivate influencers to achieve higher sales performance, a gamification element was introduced to the dashboard. This feature included a leaderboard that showcased the top-performing influencers based on their sales achievements. Additionally, interactive challenges and milestones were incorporated, allowing influencers to earn badges, rewards, and recognition for reaching specific targets. The gaming aspect served as a powerful motivational tool, encouraging influencers to actively engage and strive for increased sales.
Earnings Tracking and Analytics: The influencer dashboard incorporated comprehensive earnings tracking and analytics features. Influencers could view their earnings in real-time, access detailed breakdowns by product category, and analyze trends over different time periods. The data visualization components provided valuable insights for influencers to optimize their sales strategies and make informed decisions.
Results:
The implementation of the influencer dashboard led to improved transparency, enhanced performance tracking, and increased sales motivation among influencers. The personalized earnings tracking and analytics features empowered influencers to make data-driven decisions, while the gamified elements fostered a competitive and collaborative environment, leading to heightened engagement and boosted sales performance.