1 / Context
1.1 / Company
Daily Harvest provides subscription based service providing 120 unique plant-based(aka vegan) food options. It strives for adding more organic fruits and vegetables to people's daily meals by making it actually delicious, so that people can enjoy a better life quality from all the nutritious benefits. It also supports organic farming and promotes sustainable packaging.
1.2 / Problem
Nearly 60% of customers never place a second order within the 12 weeks after their first order. Besides that, retention rates have dropped more and more in recent quarters.
1.3 / Goal
Design a membership program to drive order rate and customer loyalty.
1.4 / Role
I led design in responsible websites and App.
As an acting Product Manager for half period of this project, I use design thinking to drive innovation and influence product strategy. I leverage data to bring high-impact features to market. As the Lead Designer, I plan and lead research efforts to validate business and user behavior assumptions. I synthesize research findings and user insights, based on which I create designs and prototypes advocating for user needs. I test the product for customer desirability, commercial viability and tech feasibility.
Within digital product group, I worked with researchers, data analysts/scientists, product managers, engineers and UX writers. Within the organization, I work with different cross-functional stakeholders like financing, creative, marketing, legal, etc.
2 / Experience North Star Vision
2.1 / Stakeholders Alignment Workshop
I designed and led a highly collaborative design workshop with cross-functional stakeholders.
a. Dig deep in customer needs and problems
I invited researchers to share past research results and customer service manager to share customer insights from daily customer inquires.
b. Define the right problem to solve
“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.” - Albert Einstein
c. Customer journey map
The solution was decided to be app-focused because: 1. 60% of existing customers are on the app; 2. Customers who use the app in the first two weeks after they placed their first order averagely have much higher LTV.
d. How might we make it easy and fun for customers to eat more F&V?
e. Market research
f. Crazy 8
2.2 / Design
I designed a reward program enabling people to: 1. get rewards based on personal consumption to drive brand loyalty and NPS; 2. take healthy-eating challenges to directly drive business revenue; 3. track personal nutritional progress to drive digital engagement.
2.3 / Prototype
2.4 / Test
We interviewed 5 customers in 1:1 setting and tested the clickable prototype with them. Here are the feedback highlights:
1. Some felt this program would motivate them overall to eat more Daily Harvest food by rewarding them, teaching them about their impact, and supporting their goals and habits.
2. While a few felt they might not be motivated to order more, most still felt this program would help deepen their relationship with Daily Harvest and even foster longevity or encourage them to share Daily Harvest with others.
3. Great feedback on the experience - simple and easy to navigate.
3 / Further Research
3.1 / Design
This time, I tried to approached and solved the engagement problems from a different angle - flavor. I designed 4 co-creation concept prototypes trying to see if improving flavors can help boost customers' retention.
3.2 / Focus Group
We validated the concepts with 2 focus groups.
Early life customers were much more open and positive about co-creation and its impacts on their relationships and consumption of DH.
Later life participants were harder to excite and move the needle on behavior when it came to co-creation, needed more incentive and value from co-creation opportunities.
Overall this concept is not well received or have potential impact as the loyalty program.
4 / Business and Product Strategy
4.1 / Business Strategy
We did thorough quantitative research on loyalty program mechanism. 1.Tiers; 2. Points; 3. Tiers+Points combo.
As a result, Points mechanism won! Because:
1. Stated participation likelihood
91% of customers shown rewards concept were likely to participate (vs 86.6% for combo and 84% for tiers only, stat sig at 95% confidence)
2. Stated impact to DH Spend
41% of customers shown rewards concept would spend more as a result of being in the program (vs 37.5% for combo and 34.7% for tiers only, stat sig at 95% confidence)
Stated increase spend was combination of ordering more frequently (60%) and more items per order (46%)
3. Ease of understanding
92.2% of customers shown rewards concept agreed the program was easy to understand (vs 91.6% for combo and 88.5% for tiers only, stat sig at 95% / 90% confidence)
4.2 / Product Development Strategy
5 / End to End Design(Phase 1)
5.1 / Data Backed-up Design Strategy
5.2 / Design
Log in screens to educate users on Daily Harvest food and brand values
"My Impact" to celebrate users' personal consumption, nutrition benefit, and sustainability impact milestones.
5.3 / Usability Test
6 sessions of 1:1 customers + internal employees test.
Card sorting exercised on the content type and the sequence.
5.4 / Implementation
This feature was released to customers 100% on 9/12/2022.
Since launch, there has been a 5% increase in weekly app visits.
82% of page visitors scroll more than half of the page and 60% to the bottom.
4.8% increase in 2-week order rate for customers who get My Impact featured email vs control.
Customers spent averagely $0.8 more than control.
6 / End to End Design(Phase 2)
6.1 / Data Backed-up Design Strategy
6.2 / Design
a. As a user, I have three main tasks flow
How do I know the reward program and how do I know when I get it?
How do I know how the reward is tracking and everything about rewards?
How to redeem a reward?
How do I know how the reward is tracking and everything about rewards?
How to redeem a reward?
b. Existing reward programs analysis
c. Visual iterations
d. Reward hub
e. Reward redemption flow
6.3 / Test & Learnings
6 sessions of 1:1 user interviews. Feedback highlights:
1. Customers don't care how the rewards are exactly calculated. The current F&V servings and points calculation is too complicated and confusing to understand.
2. Reward redemption flow is a little bit out of context when it happens outside the box editing page.
7 / Iterate
7.1 / Less But Better
Strategically leave out the reward hub for January Super Bowl.
8 / Implement & Test
8.1 / Implementation Strategy
4 incremental releases to set up for success.
We chunked the project out into 4 achievable milestones, and then continues to knock them down one at a time to deliver a meaningful consumer experience and business objective.
8.2 / Early Read on Test Result
In the paused & cancel customers test, we saw +26% in order rate and positive Return on Investment.
In the early life customers test, we saw +9% in order rate and positive Return on Investment.