SAMPLE CLAIMING - SAMPLER

DESIGN PROCESS

EMPATHISE: Discovery & Research

The first step in the project was to begin with the discovery phase to uncover the reasons why this UX/UI revamp of the consumer flow for sample claiming process was required.

• Internal UX audit / heuristic analysis of the existing flow

Qualitative research

To get a deeper understanding of user preferences, behaviours, needs, motivations, challenges and pain points, qualitative research was conducted through the following:

1. Focus group discussions - Collaborated with the in-house Data Science & Analysis team to identify two sets of audience. The first group comprised consumers who had been with Sampler for more than 3 years and had claim multiple Samples. The second group comprised consumers who had signed up on Sampler over the last 6 months and had claimed 2 or less samples. Focus group discussions were held for the two groups in collaboration with the B2C marketing team to gather insights on their experience with the sample claiming process.

2. Help Desk tickets by consumers - Collaborated with the Data Science team to study and identify common themes and patterns in the tickets raised by consumers via Sampler’s Help Desk. The tickets provided great insights into issues that were concerning the users most.

Quantitative research

To validate the findings uncovered during qualitative research, quantitative research was performed using the following:

1. Survey - A survey with a set of questions around the findings from qualitative research was circulated amongst Sampler consumers. It received 1300 responses which gave us enough data and clarity to understand the issues surrounding the sample claiming process.

2. Heat maps & scroll behaviour - Heat maps from Hotjar were used to study which help articles and FAQs the consumers were mostly clicking on. They along with scroll behaviour were also used to identify common drop off points during the sample claiming process.

DEFINE: Findings

The findings from discovery & research phase were organized across the current user journey for the sample claiming process.

The Challenge

Redesign the consumer experience for the sample claiming process to empower the consumers with the right information to enable them to make the right decisions in their sampling journey and help the business neutralize negative sentiments, reduce drop offs, improve sample matching, and increase sample claim rates.

TESTING: Remote unmoderated usability testing

UserTesting.com was used to conduct remote unmoderated usability testing where users were asked to perform a set of tasks around claiming samples and placing their orders.

A total of 15 responses were recorded and analyzed.

TESTING: Impact

The usability testing sessions helped in uncovering the following impacts of the re-design:

• It was easy for users to understand the process right from the beginning and know what to expect from one step to the other.

• The users found the flow to be quick, easy and intuitive.

• The users felt in control with the ability to exit the process anytime and come back later to resume from where they left off.

• The users knew what kind of samples they were claiming, where to click to learn more about the product/brand and communicate if they think there is an issue with a specific sample match.

• The users understood how their selected samples would be delivered to them (either mailed to their address or emailed to their email IDs).

• The users knew reasons for why they were not matching and how they could improve their chances to match in the future.

• The test received an NPS of 80 with 0 detractors, 2 passives and 8 promoters.

• Based on the new flow, 4 out of 5 people are likely to recommend Sampler to their friends.