Increase the subscription uptake on over-the-counter products for Dermatica
Increase the subscription uptake on over-the-counter products for Dermatica
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About
About
Dermatica had recently launched new over-the-counter skincare products. There were opportunities for both increasing uptake on these new poducts, as well as improving customer satisfaction and retention by supporting them the best way possible in their skincare journey. These new Dermatica products were specifically designed to complement the brand's core prescription cream.
Role:
UX Designer
Objective:
Increase the subscription uptake on over-the-counter products.
Process:
1. Review past experiments
2. Ideate
3. Design, prototype
4. Usability test
5. Experiment
Artefacts:
Designs
Research summary documents
Sketches & hi-fi prototypes
User testing summary docs
Results:
New subscriptions with over-the-counter products increased from 7% when the products were first introduced in the conversion funnel to 16% after running the first two experiments.
The AOV of subscription purchases increased from £10.42 to £21.32
Gallery
Gallery
Process
Process
1. Review past experiments
1. Review past experiments
Increasing the uptake on over-the-counter prodicts was one of the first problems I needed to solve as the Deign Lead for the Dermatica brand. This meant that I was particularly curious about the business context driving this work, the past research and experiments that have been ran. I set some time with the Product Manager for the Dermatica brand to gain a better understanding of the business drivers, review the recent experiment learnings, and set the stage for our following iterations. I also took the opportunity to inform my design work with the recent, generative user interviews I had been running on a separate topic.
2. Ideate
2. Ideate
With the information gathered, I was able to generate multiple hypotheses of how we might solve the problem. I used those to design different solutions, then I presented them back to the Product Manager and the engineering team for feedback. Together, we reached a decision on what hypotheses we had most confidence in and what order to test them.
3. Design & prototype
3. Design & prototype
Some of the solutions required input from the clinical team, so I set some time for that early on while I continued working on the rest. The process was iterative, driven by user and design critique feedback.
4. Usability test
4. Usability test
I tested a few solutions with users to see if the are any usability issues and if the solutions were well-percieved. The learnings fed into the design iterations.
5. Experiment and results
5. Experiment and results
Once we knew which solutions were perceived best, we were ready to gather quant data with A/B tests. We tested one hypothesis at a time. The learnings from each experiment informed an updated order of following experiments and of course, updated designs.
By the time the third iteration was in testing, new subscriptions with over-the-counter products increased from 7%, when the products were first introduced in the conversion funnel, to 16% after running the first two experiments. The AOV of subscription purchases increased from 10.42 to 21.32.
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