There were painpoints in logging in and out of multiple shops that was owned by the same owner and was not accounted for in the current web experience that we had. Other than that, they were asking for very practical needs to operate their business.

They desired to see total volume of sales on a weekly, and monthly basis. They needed to calculate prepaid (credit card) tips to pay this to their delivery workers and have this separated from the cash orders.

They also needed to update store info hours on the fly, and add special holidays and closings for customers to prevent late orders near closing times and lessen the amount of calls directly to the shops. Customers would call with questions about their order, so having recent order transactions and detailed receipts would double check latest orders when they are called about their order.

We've also noticed that we had a lot of shop owners have iPhones so another decision was to create a native iOS app experience of our web platform.

IOS App version with key features

1. Provide a simpler app experience with only the core information like total volume of sales viewable by yesterday, last 7, and 30 day periods.

2. Show a confirmation time status which was to educate and encourage a behavior by showing this metric on how fast orders were being confirmed that correlates with our delivery time and customer satisfaction NPS.

3. Show a prepaid tip section its total with options to view the total for yesterday, the last 7, and 30 days under "Order Activity" section.

4. Provide multiple shops or related chains in one account if they were owned by the same owner.

North Star Explorations

We wanted to see what other ways we were able to create more value for our customers and a stronger business partnership so we explored some north star ideas to help us research.

One of the concepts were about gamifying this by creating a leaderboard where your shop was ranked regionally and nationally with other members in the Slice shop owners network. Something like this would lead them to connect with their account reps to discuss how they can improve their sales if they saw that they could be doing better comparied to their region.

Another idea was to provide other custom marketing materials and data points that could help them boost their sales.

We still planned to add the ability for shops to add store hours and holidays as a fast follow, and you can view all this in the north star prototype below.

From our main product landing page, users will choose a plan that they are interested in, then led to create an account or log in.

After this they are defaulted to pay "all in" for the plan or choose to split the cost into 3 "easy" payments.

Users are given the subtle option to go through our abandon cart journey if they are not ready to purchase. If they choose the cost as the main reason for leaving, we take them through a scholarship form where they can see if they can qualify for a discount.

If the payment is successful, user will be subscribed to our membership program and will receive emails to verify their account as well as a receipt from our platform or from stripe based on which payment option they have chosen.

Other automated emails will be generated based on scenarios like a failed payment attenpt, card expiration, next payment reminders, subscription renewal, and cancellations.

Based on the email the user may receive (i.e. card expiration), users will be gated access until they update their payment method under their account page.

Assumptions & Hypothesis

We believe there’s possible barriers like cost, time, and efficacy that we need to address and only when they do enroll is when it makes sense to create an account.

User Testing Key Findings

5 out of 5 users that have been tested had expressed the desire / interest in taking a course around sobriety. 4 out of the 5 were highly interested in taking the Tempest school course but still had concerns about the cost, time, and needed more proof (social & personal needs) before they decided in enrolling into the school.

Moving the account creation into the payment flow to a later part after presenting more value props is a better experience — but due to the struggles seen in the password creation flow, we would need to be thoughtful to ease this process.

Immediate Solutions

1. Get the user’s intent of making a purchase first before asking them to create an account.

2. Improve the password field

3. Capture data for users who abandon the purchase journey to understand the reasons why someone would not purchase our program.

4. Shorten the account creation and purchase flow.

Final Demo

Below is a demo that was created to update our support team.

Fast Follows

Based on some of the research findings around cost, time, and social proof, we introduced the cost upfront with the list of what they were getting, and overall design improvements to show what the school experience is at a glance and end with a quote of a past school alumni.

Cash Funds

Cash Registry for Engaged Couples

Couples who create registeries with the Knot on average add at least two registries, so having this popular cash registry meant creating a stronger value and reason to choose the Knot as the place to create their wedding registry and this helped the company compete in this landscape.

Challenges

Provide the ability for couples to create this cash fund account.

Create a flow for couples to create, edit, and manage their account and surface this option for their guests on their wedding website.

Our KPIs numbers were # of cash registry accounts created, dollar amounts of cash items added, and overall value of cash registries created.

Current Experience

I conducted a usability test to confirm some problems we were having with the current coupon experience. One main problem was that after users tapped on the coupon to apply it, they were still unsure if the coupon was applied or not because there was no clear indication that it was applied.

The coupon section was also hiding the menu experience if the shops had lots of coupons because they existed above the menu items and users would have to scroll down a lot to get to their items. The plus icon as a way to apply a coupon was not the right icon button to use because you were only able to apply one coupon at a time so a radio button would have set that expectation clearer.

Design Solutions

We needed to bring up the menu. The coupons needed a new name to include bundles and also have a home. To solve this I added tabbed navigation, one for "Menu" and the other for "Deals". For customers, coupons or bundles meant saving money, so housing them both into "Deals" made sense.

In order to highlight the deals section a bit more, I added a number counter next to it.

When a deal is added, there is now a clear check animation with the confirmation that the coupon has been added, and if there's coupon requirements to be met they would now be directed to do so with a clear call to action below. The sticky bottom cart also shows indicates how much more needs to be added to cart fulfill delivery minimums.

Coupon Data

There were also some design challenges with the coupon type we were working with in our database.

1. Lengthy coupon names and descriptions: We decided to populate the name text aligned centered in the box. If they got long, they would end in an ellipses.



2. Coupon names being very vague (i.e."Family Meal Deal"): There was nothing we were able to do at the time but to train the sales team moving foward to work with the owners on providing descriptive coupon names. We also were exploring imagery as a solution post mvp to help users quickly identify deals.



3. Some coupons had descriptions and some didn't, but the ones that had descriptions sometimes provided more information to what the offer. So we decided to include them in the product detail view below the name of the coupon.