PupUp
Reshaped a personalized customer experience
Overview
Reshaped a Personalized Shopping Experience
PupUp is a direct-to-consumer e-commerce pet brand. I was asked to redesign the website because of the low conversion rate. I collaborated with a cross-functional team to identify the challenges and create a personalized online shopping experience. I apply a cost-efficient approach to conduct research and craft design solutions target users' pain points, reducing bounce rate by 60% and receiving a 93% satisfaction rate.
My Role:
UX Designer, UX Researcher
Deliverables:
Customer Journey Map, Content Inventory, Information Architecture, Affinity Diagram, Sitemap, User Flow, Wireframes, HiFi Prototypes
The Team:
Kain Ip (Co-founder/UX Designer), Connie He (Data Scientist)
Duration:
3 months (Nov 2021 - Feb 2022)
Outcome:
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160% Increased avg. time on the landing page
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Reduced bounce rate by 60%
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Received 93% satisfaction rate from user testing
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Offered user-centered sizing information for consumers
Problem Discovery
Revealed an Information Gap
Goal:
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Identify user pain points and core needs
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Refine persona
Method:
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Qualitative Research: 8 one to one interviews
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Quantitative Research: 140+ surveys, secondary research
I divided dog owners into two groups: dog owners with small breed ( under 20 lb ) & dog owners with mid-large breed ( over 20lb ). I conducted 8 one-to-one interviews and analyzed 140+ survey responses to identify shopping patterns and pain points in the current experiences.
🌟Deeper Insights:
1. Hold little knowledge of dog Sniffing products
~~ 73% of the survey respondents report that they “ Never heard of it but might give it a try."
~~ 5 out of 8 interviewers respond that they don’t know what snuffle mat is but they are willing to try.
2. Purchasing inappropriate size is the biggest issue when shopping online
~~ 92% of the survey respondents report that they met problems with sizing when shopping online.
~~ 6 out of 8 interviewers respond that they struggle with size selection when shopping online, especially with brief product dimensions.
3. Concerned with the reliability and culture of the brand.
~~ 84% of the survey respondents report that brand reliability is one of the primary concerns when shopping online.
~~ 6 out of 8 interviewers respond that they prefer trustworthy brands.
😠User Pain Points：
1. Little knowledge about dog sniffing products
2. It’s difficult to choose the right size when shopping online
3. Concerned about the reliability of the brand
🥳 User Needs：
1. Informed about the benefits of the product
2. Understood the functionality of the product
3. Ease to choose the right size of pet toys
4. Felt trustworthy and caring about the brand
Persona
🌟Unexpected Findings:
1. Most of the consumers have little knowledge about the featured products - snuffle mat/snuffling toys.
2. Besides considering pet’s needs, dog owners also care about their own preferences when selecting pet toys. (Ext: Good-looking, easy-cleaning, portable)
Design Goal:
Creating a personalized online shopping experience to increase conversion rate and build branding.
Ideation
Synthesized Qualitative Data into Actionable Insights
Challenge: Improve current shopping experience
Solution: Affinity Diagram, Customer Journey Map
I held an ideation workshop with data analysts, a UX designer, and current customers to gather qualitative insights and ideate solutions.
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🗣 It was an intense ideation workshop~
We sorted hundreds of responses collected from surveys and online reviews into five categories: customer experience, products, context, about snuffle mat and others.
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Under each category, we divided these ideas by types. By sorting and labeling, we organized and simplified the information.
Based on the generated information, we voted the TOP 5 considerations when shopping pet toys.
Top 5 ideas: quality, keep the dog interested, material, customized by size, no knowledge of snuffle mat.
I would say it’s a successful ideation workshop. I encouraged each participant to think out loud and brainstorm ideas at different customer touch points. Inviting current customers is a plus because we can gather direct and real customer feedback.
After documenting the key ideas and feedback, I conduct customer journey map to analyze users’ needs and pain points at different stages. This helps me to identify market opportunities at different touch points and brainstorm design solutions targeting users' needs.
I synthesized qualitative data into actionable insights through ideation workshop and customer journey mapping.
Actionable insights:
✅ Personalized Shopping Experience:
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Showcase pictures of different sizes/breed dogs interacting with the pet toys
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Provide helpful suggestions for size selection
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Provide detailed product dimensions
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Add the option of “filter” at the collection page
✅ Education of Snuffle Products：
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Showcase product instructions/features/benefits
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Showcase pictures with user scenarios
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Provide a product recommendation quiz
✅ Brand Building:
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Deliver a caring and fun tone
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Add brand culture & brand founding story
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Add customer testimonials to build the credibility
Iteration
Lo-fi wireframes
Home
Collection
Single Collection
Holiday
FAQ
Personalized Quiz
Mid-fi wireframes
Home
Collection
Single Collection
Holiday
Personalized Quiz
FAQ
Product
About Us
Testing Key Insights:
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The featured product is not noticeable.
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Consumers need help to choose product size.
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Product recommendation section is not noticeable ( placed at the bottom of product page ).
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Expected to know more information about the brand.
Solutions:
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Move “Best-seller” section below the hero image in the landing page.
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Demonstrate the product size in three ways: show pictures of different sizes of dogs interacting with the product /provide detailed product dimension /recommend by dog weight.
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Move “You may also like” under product information to make it noticeable.
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Add a new section of brand story and culture in the landing page and “about us” page.
Addressed Feedback to Optimize Design
Final Design
Aligned Business Objectives with a Consumer-centric Approach
The new landing page
The new product page
💡How might we create a personalized shopping experience?
Add the filter function to help customers locate their preferred pet toys faster.
Provide weight suggestions and detailed product dimensions for choosing the size. Offer recommended challenging level.
👀 How might we educate snuffle products?
Show the benefits of using snuffle mats on the landing page.
Offer a personalized quiz to help choose suitable pet toys based on pet preferences.
👉 How might we build a unique branding?
Add an “about us” section telling the founder’s story on the landing page.
Add “Pet CEO” section on the about us page.
Add “customer testimonial” section to build the credibility.
Style Guide
🎯 Success Metrics:
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160% Increased avg. time on the landing page
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Lowered bounce rate by 60%
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Increased conversion rate by 40%
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86% of participants understood the functionality and benefits of the featured product --"snuffle mat"
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Received 93% satisfaction ratings from user testing.
I am fascinated with PupUp's brand vibe. The website and their products are so appealing! I can tell they care about the puppies. I love the mission of encouraging dogs to sniff and forage natural behaviors.
- PupUp Customer
