0-1 eCommerce Product Purchase Flow
Introduced significant improvements to the product development process after uncovering severe misses in product market fit during the creation of a new revenue stream for the business.
Role
Lead Product Designer
Timeline
3 months (2022)
Team
1 designer, 1 PM, 3 developers
the challenge
The marketing team at my client was spearheading development of a new product that was projected to earn millions for the business.
The business needed a new platform that would allow users to explore and purchase this product on their own time
I was pulled in to own designs and work with product and engineering to develop this purchase flow
Impact
Critical market fit insights were uncovered as a result of user testing on this project.
design process
Research
Understand the space and how to design for unique user personas.
Iterate
Develop wide range of designs to review with stakeholders.
Test
Review designs with users to identify improvements and next priorities.
Pivot
User testing revealed that there was a significant lack of interest in the product.
understanding the space
To start, I dove into market research. We needed to establish an understanding of the space and existing patterns across digital courses, subscription products, and branding for grieving resources.
Online Course Patterns
Highlight the value the course brings to the user
Provide good support and FAQ resources
Plan for scalability and offering diverse course options
Grief Branding Patterns
Prevalence of calming colors such as blue and purple
Emphasis on explanations and understanding for users in a difficult mental space
We prioritized these patterns when starting on iterations which provided direction and helped speed the process.
initial iterations
Taking the patterns identified in the market research, we built out our product page with a focus on value of the service and informing the user on the format and function of the product.
User validation
Through user testing, we learned that there was very little market fit for this product. There were already more affordable and accessible grieving resources for users.
Our team quickly pivoted our efforts to focus on alternative initiatives that had more research and confidence in their success.
Solution
While this project was not a success, it led to improved processes where design and research were brought in earlier in product development. This prevented significant future wasted cost and efforts, and helped to streamline the product development process for the client.