I participated in a weeklong design sprint, collaborating across departments to consider the end-to-end customer experience for Frequency Drivers based on a suggested Next Best Action.
Based on a frequency regression analysis, a set of customer actions was identified to increase the probability of repeat purchases. The result would be 1 in 10 active buyers making one extra purchase a year, equal to $480 million in GMB.
Based on a frequency regression analysis, a set of customer actions was identified to increase the probability of repeat purchases. The result would be 1 in 10 active buyers making one extra purchase a year, equal to $480 million in GMB.
Day 1: Define the Problem
There were over half a billion “fish in the barrel” in a 12-month period.
• 29 million churned buyers who still visit
• 53 million registered but didn’t buy
• ~490 million unregistered visitors
• 29 million churned buyers who still visit
• 53 million registered but didn’t buy
• ~490 million unregistered visitors
The goal was to coach these customers towards long term loyalty and to encourage them to take the next step, either towards conversion of their current purchase journey or inspiration towards their next journey with delightful and educational moments.
Day 2: Discovery
Conducted research into existing solutions and reviewed the competitive landscape. We organized the findings by assumptions, hypothesis, insights, and ideas. We then established personas and customer journey maps.
Day 3: Ideation
We revisited the customer journey to determine where, when, and how to provide a “nudge”. We generated 65 ideas which we put into now, next, and future categories and prioritized by viability, feasibility, and desirability.
Day 4: Design
We created low-fidelity designs for the top 15 ideas. We then voted for the top 5 ideas, which we recreated as high-fidelity designs for user testing.
Day 5: User Testing
We conducted a remote usability study with 12 shoppers divided into new or return buyers, frequent, and infrequent segments. Half identified as sellers and half as buyers. The average age was 33, with an average annual income between $50,000 - $74,999.
